Samira Hayredin and her three companions are residents of Addis Ababa who have made their mark in the manufacturing sector. Though the manufacturing sector has traditionally been dominated by male, for Semira and her colleagues, it felt like life calling.
Their entrepreneurial journey began with strong aspiration to forge a path in an industry where many women are often hesitant to venture.
However, their decision to enter the field wasn’t driven by aspiration alone. They took time to thoroughly consider their path—conducting extensive research, gathering relevant information, and carefully assessing the opportunities and challenges before making their move. This meticulous groundwork, in turn, laid a strong foundation for their future endeavors.
Driven by determination to realize their ambitions, they moved forward with confidence, undeterred by potential challenges. Understanding the value of expertise, they committed themselves to studying design and equip themselves with the essential skills needed to succeed in their chosen field.
After completing their studies in design, they joined the manufacturing sector after securing a modest shed and obtaining an initial loan from the Lafto Sub-city Administration, setting their production center at an area customarily known as Hanna Mariam.
Luckily, in 2023, they further solidified their long-term commitment by opening their new organization, the Samira and Fatuma Textile and Cooperative Partnership.
Through diligent market research, they identified a niche in the production of high-quality children’s (boys) clothing. Their unwavering dedication to quality, garnered attention, leading them gain acceptance and penetrate into the market. Within a span of two years and six months, their enterprise experienced remarkable growth, evolving from a small startup into a substantial manufacturing entity making them model for others, especially women.
Initially starting with an initial capital of 100,000 birr, their business has since flourished, now achieving a valuation exceeding three million birr. Although they began as a quartet and created jobs for six people, their success has now enabled them to create permanent employment opportunities for 90 individuals, expanding their workforce.
Before launching their entrepreneurial journey, Samira and her colleagues sought guidance from experienced professionals in the industry. This mentorship proved invaluable, offering them critical insights into product development and effective business management.
Reflecting on the early days, Samira said: “Before we began our work, the four of us studied design diligently. We understood the necessity of knowledge and skills in executing our plans and bringing our dream to a reality. After that, we divided our responsibilities: two of us focused on marketing, while the other two took charge of production.”
As she stated, in the early stages, it was themselves who managed every aspect of the business. However, as their capabilities grew, they were able to hire managers and supervisors to streamline operations and focus on strategic growth.
At the outset, the group grappled with self-doubt, particularly concerning their ability to fulfill their ambitious goals they had set for themselves. Samira recalls the skepticism they encountered, especially when they took work shed from the government that imposed additional responsibilities. However, despite their fears, they can push their business forward and achieve their goals.
“Many people warned and advised us to commence the business with limited capital, fearing that we might go bankrupt. However, we never accepted their advice. Instead, by overcoming their perceptions, we have been able to grow and thrive through our togetherness and commitment,” she said.
Samira specifically chose to focus on boys’ clothing, believing that specialization would enhance both efficiency and product quality. Currently, their organization supplies children’s clothing to the domestic market with a steadily growing reputation for excellence. Their commitment to high standards has resulted in products that not only meet but exceed customer expectations. Samira proudly notes that they are expanding their market reach, establishing connections in several regional cities beyond Addis Ababa.
“Customers frequently request more of our products due to their superior quality,” she said adding that “We are proving that we can produce better items, particularly by enhancing the quality of Ethiopian-made products.”
The company sources raw materials from importers, while also producing high-quality denim and other garments using locally sourced materials. Currently, their production capacity exceeds 15,000 pieces of clothing per month.
Despite occasional shortages of raw materials, Samira remains resolute. She acknowledges the challenges posed by fluctuating market prices but emphasizes their commitment to bridging any gaps to maintain consistent production.
Samira explains that their pricing strategy is aligned with the purchasing power of local community. Their garments are significantly more affordable than imported alternatives, which often cost more than 3,000 birr. In contrast, their clothing prices range from 800 to 2,000 birr for complete sets, while individual T-shirts are priced between 300 and 400 birr. The appeal of their clothing resonates with parents, many of whom express gratitude for the opportunity to provide quality apparel for their children within a reasonable budget.
“I have received numerous testimonials praising the quality of our garments,” Samira noted. “This positive feedback motivates us to enhance our production capabilities further.”
Initially, Ethiopian products faced criticism regarding quality, a perception that Samira and her team have diligently worked to change. Through commitment and hard work, they have now proven that it is possible to produce superior garments that meet local demands, both in quality and price.
Samira candidly admits that their journey was filled with challenges, including difficulties with organization and securing adequate production space. However, she emphasized the transformative impact of their efforts have yielded, not only in their own lives but also as a source of inspiration for other women.
Reflecting on their achievements, Samira expresses pride in their ability to serve as role models for other women. They have defied expectations and proven that women can excel in business, achieving remarkable results in just two and a half years.
“Women must first believe in their capacity to achieve their goals, overcoming obstacles on par with men,” she asserts. “Challenges are inevitable, but they should not deter anyone from pursuing their passions. Preparation and resilience are key.”
Throughout their journey, Samira and her team have faced significant hurdles, including periods of low sales. During challenging times, they supported one another, drawing strength from their collective resolve. The encouragement of their husbands played a crucial role in their success.
Samira advocates for women to take initiative, emphasizing that success requires effort and determination. She encourages them to learn from the experiences of others, suggesting that they can successfully manage both domestic and professional responsibilities.
“As women, we must embrace our capabilities and strive for change,” she advises. “If we approach our goals with confidence, there is no limit to what we can achieve.”
As an organization, they are committed to giving back to the community, providing assistance to those in need through various initiatives. Samira expresses their readiness to contribute wherever possible, sharing resources and support in alignment with their capabilities.
Looking ahead, Samira envisions further expansion of their operations, aiming to produce higher-quality clothing to meet domestic demand and explore export opportunities. They are currently awaiting a response from the city government regarding the expansion of their production facility, which could enable them to create over 500 new jobs.
“If we receive the necessary support from the government and relevant stakeholders, our potential for growth is substantial,” she explains. “We seek collaboration in importing raw materials, which will enhance our production efficiency.”
The overarching goal for Samira and her team is to establish themselves within the industrial sector, producing high-quality garments for both domestic use and export. This ambition is not merely personal; it is a vision for the betterment of their country.
In conclusion, Samira Hayredin and her colleagues embody the spirit of resilience and determination. Their journey from housewives to successful entrepreneurs illustrates the profound impact that women can have in the business landscape. Through their hard work, they are not only creating job opportunities but also challenging societal norms and inspiring future generations of women to pursue their dreams.
BY MENGISTEAB TESHOME
THE ETHIOPIAN HERALD THURSDAY 22 MAY 2025
