Annie Sibindi Muronda, a disruptive manufacturing entrepreneur with a big vision — Lionesses of Africa



After an 8 year career in financial services Annie left to follow her true passion of building a disruptive, African manufacturing company in 2014. Under Annie’s leadership, Rufaro Garments has built a vertically integrated end to end manufacturing capability supported by bespoke distribution of uniforms through brick and mortar and online outlets. Rufaro Garments has found particular resonance in the burgeoning affordable independent schools market and now provides stylish yet affordable school uniforms to over 40,000 students across South Africa. The business employees 65 people.

Lioness Weekender spoke to founder Annie Sibindi Muronda to learn more about what it takes to be build a growing specialist manufacturing business in Africa.

What does your company do?

Rufaro Garments manufactures and distributes quality school uniforms through traditional brick & mortar stores and an ecommerce platform. Being vertically integrated gives us the flexibility to control costs and quality and allows us to tailor custom solution for our clients. Rufaro Garments has found particular resonance in the burgeoning affordable independent schools market and now provides stylish yet affordable school uniforms to over 40,000 students across South Africa.

What inspired you to start your company?

I was inspired to start my company when I saw the high cost of school uniforms and realized that good quality uniforms were largely reserved for the elite private schools or former model C schools. My aim was to disrupt this status quo by improving access and reducing costs. In addition, there has been an explosion of affordable school networks in South Africa the last few years. These networks have an aggressive growth strategy and need a similarly aligned partner.

Why should anyone use your service or product?

We control the entire production process end-to-end meaning that we do not only manufacture the uniforms we distribute it. Because we a vertically integrated we are able to reduce costs and offer a customized solution to our clients in terms of how we distribute the uniforms.

Tell us a little about your team

We have a young and growing team. The majority of our staff is made up of young black females which reflects our values of empowering our community and creating shared value and are always seeking to provide opportunities to motivated and skilled young people. However in doing so, we also rely on the guidance of myself and our CFO given our vast experience in the corporate world.

Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?

The journey has been a long one with many challenges, but also many fulfilling moments. Entrepreneurship forces you to exercise and develop skills and muscles beyond your normal range. It’s daunting sometimes, but those who are brave enough to step outside their comfort zone will often reap the rewards.

What are your future plans and aspirations for your company?

Our goal is to continue to scale the business and grow our market share. We continue to improve our manufacturing operations and aim to be on par with top tier garment manufacturers across the globe. We also aim to be a market leader in making school uniforms more accessible through e-commerce and technology solutions.

What gives you the most satisfaction being an entrepreneur?

Being an entrepreneur is full of challenges and uncertainty and often it is easy to lose focus of why embarked on this journey in the first place. I derive the most satisfaction when I see school children wearing our uniforms, in seeing the growth of company and how many lives we touch on a daily basis in terms of not only clients but our committed staff who day in day out give their all to make Rufaro what it is today.

What’s the biggest piece of advice you can give to other women looking to start-up?

Clarity of thought. It is important to always revert back to the “why”, why did you start the business and what are you trying to achieve”. Once you are clear on your vision and purpose it is equally important to build a strategy that will enable you to fulfill that vision. Although your strategy document might change or evolve over time, your purpose and mission will help to keep you focused and grounded.

To find out more about Rufaro Garments, contact Annie via email: info@rufarogarments.com or visit the website: http://www.rufarogarments.com/ or visit the Rufaro Garments social media pages:

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“Inopem me copia fecit!”, or abundance makes me poor — Lionesses of Africa



by Lionesses of Africa Operations Department

Without doubt the greatest playwright this world has ever known, not least because his plays delve deep into the psyche of the human mind and thereby stay relevant for all age, William Shakespeare knew a thing or two about decision making and their consequences, intended or otherwise. From the horrific decision by Macbeth to kill the King; to the indecision of Hamlet fighting with his thoughts and morals (to kill the King); to the madness of King Lear following his insistence that his Daughters tell him which loves him more; to the jealous decisions of Othello utterly convinced that his wife is cheating on him; to the horrific unintended consequences of Romeo and Juliet, with both dead in the end (he wrote so many incredible plays, we should perhaps stop there!). But decisions rule our lives

It was as true around the year 1600 (when Uncle Will was writing his best stuff) as it is now. The agony shown in these plays reveals just how difficult decisions can be and how one wrong decision or even the speed of decision can turn an entire future. Yet our lives are controlled by decisions, some banal (which hat or broach looks best), some everyday (cross the road now?) to some very serious (taking on debt or equity to finance a new factory).

Hamlet to us is one of the most facinating because of the battle Hamlet has with his own thoughts and morals. In his famous lectures of 1818, the great English poet Samuel Taylor Coleridge (‘STC’) suggested that Hamlet becomes increasingly indecisive because he is alone for far too long with his own thoughts. This turned on its head previous thoughts that Hamlet simply did not have the guts. It is true that some indecision in our own lives may be because of a lack of courage, indeed Lady Macbeth accused her husband of being a coward for procrastinating, but in reality most indecision is because we simply cannot make up our minds. We think far too long about an issue and end up being bogged down in the pros and cons until doing nothing seems to be the best solution…not recognising that the mud in which we were originally stuck and that demanded a decision, continues to rise…

Throughout the play Hamlet becomes increasingly frustrated by his indecision, so he is aware of this, yet each new thought seems to push him deeper into the mud.

The great poet STC (to his pals) pointed out in his lecture (here) that: “Man is distinguished from the brute animals in proportion as thought prevails over sense: but in the healthy processes of the mind, a balance is constantly maintained between the impressions from outward objects and the inward operations of the intellect;—for if there be an overbalance in the contemplative faculty, man thereby becomes the creature of mere meditation, and loses his natural power of action.

This overbalance, or imbalance as we generally know it, is critical. Indeed Hamlet’s downfall is exactly because of this imbalance. A decision is required and he fails to deliver until it is too late. 

Anyone of us who has held or is holding a position of power knows this only too well. Becoming too wrapped up in our own thoughts misses so many opportunities, anyone of which could change our futures and the future of our business for the better.

We also know only too well that battle in our minds to procrastinate, to put off the decision. A battle within, that as we grow in wisdom as leaders, becomes lessened, but it is still a battle – even if only to gather more facts, more data (which experience has taught us matters). But then what data? What facts? Have we enough? Too little? Have we fallen into the causation vs correlation trap? …and so on.

“[Hamlet] Act I, scene iv. The unimportant conversation with which this scene opens is a proof of Shakespeare’s minute knowledge of human nature. It is a well established fact, that on the brink of any serious enterprise, or event of moment, men almost invariably endeavour to elude the pressure of their own thoughts by turning aside to trivial objects and familiar circumstances…”. (STC)

So how to find a clear path through the fog that is our minds and our desire ‘perchance to dream’? (As an aside – those three words, such poetry in just that phrase! Say them out loud, so soft and welcoming – Uncle Will at his best)…but we digress, er…some might say procrastinate!

Back to our story this week. How do we create that fair but firm leadership that takes decisions and then drives them through. Is it nature or nurture that creates leadership? Can we really learn this art?

We were reminded of this when whilst preparing for COP26 we heard of the death of Colin Powell. The first Black US Secretary of State died from complications from Covid19. This was no political stance, he had already had his two jabs and was waiting for his booster when he fell ill. As he would be the first to agree, timing is everything. Reading the comments of the many obituaries, there is no doubt that there was huge respect for this ex soldier, military leader, diplomat and statesman. He was also a master of management and brought to the world an equation that everyone could understand as to how great leaders make decisions. He said, believed and certainly showed that “[g]reat leaders are almost always great simplifiers, who can cut through argument, debate and doubt, to offer a solution everybody can understand.

This equation if followed takes you effortlessly away from the fear of not having enough data, of not seeing all the facts whilst highlighting the error in waiting for too much:

“P=40 to 70, in which P stands for the probability of success and the numbers indicate the percentage of information acquired…

Once the information is in the 40 to 70 range, go with your gut.”

Each leader is different, some more data driven, some more gut driven, there is no right answer which is why Powell leaves this huge area between 40&70 to ‘personalise’ both from your point of view and of course from a business side or for a particular problem. Have a trusted right hand woman who has proven herself time and time again, you’d be more relaxed around the 40% area. Some young buck who has arrived with the latest MBA theories, well 70% might well be where you start to consider.

So why not wait until we have all of the data, all of the information? 100%? That is the problem that Hamlet had, but the time he decided and followed through it was too late and he suffered terribly. He had, in modern parlance ‘analysis paralysis’ and that always brings risk. 

If you think back to when you procrastinated over a decision, you will see that in almost cases it increased the risk. So you waited and waited until you had far too much information to cut the risk down to what you thought was the bare minimum, and it actually increased risk! How so? Sadly the more delay, the more discussions, the more people involved, so the probability of someone else seeing, hearing or simply imagining that opportunity, increases exponentially.  It might not even be an opportunity, it might be a problem that has to be tackled, left for too long and the rot could destroy all your work. Leave it to 100%, you are in trouble.

Jump before the 40%, well you are either too brave or too crazy or both. This is Macbeth, he forced it through far too fast egged on by his wife. As our poet lecturer STC says: 

Thus it is that this tragedy [of Hamlet] presents a direct contrast to that of Macbeth; the one proceeds with the utmost slowness, the other with a crowded and breathless rapidity.

The ends of both Macbeth (less than 40%) and Hamlet (more than 70%) show this in gory detail. Suffice to say that Macbeth having usurped the King is surprised that this upsets many. Had he waited and built a coalition, sort out supporters, prepared the best time to remove the King, perhaps the ending might have been different, but no, he rushed in. In the end, with his wife dead and with clearly less than 40% of the information and certainly less support, he dies at the hands of Macduff in battle.

Hamlet? Having taken so long it too all goes horribly wrong, not least because he discovers the King is now looking to kill him! The play ends with a duel, during which the King, Queen, Hamlet’s opponent and Hamlet himself are all killed (yes, Shakespeare loved to make a dramatic point!).

All too often, too little of something makes us poor, but as one of our heroes this week, the poet and lecturer STC said the same is true of too much, in Hamlets case, of thinking, of analysing: 

“Inopem me copia fecit”, or ‘abundance makes me poor’. 

Stay safe.



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Sylvester Lubambo & Praveen Dwarika discuss Lemang’s Mixed Farming course


African Farming experts Praveen Dwarika and Sylvester Lubambo tell us more about Lemang’s Mixed Farming course which includes crop and livestock production.



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Devroll Legodi – African Farming


VEGETABLES
Devroll Legodi, Bronkhorstspruit, Gauteng

We are in the middle of harvesting spinach and green beans. We grow a variety of vegetables and herbs but our dominant crops this season are spinach and green beans. We should have started harvesting the spinach in September as we planted in May, but we were hit by late frost that delayed things.

We grow most of our vegetables under shade netting. We harvest spinach at least three times a week and maintain a strict fertilisation and pest control programme. After every harvest, we put down LAN and also apply fertiliser through our irrigation.

The 28% nitrogen (N) in LAN is good for leaf growth. With the right maintenance, including irrigation and weeding, we can harvest spinach for nine months of the year and we will be harvesting the green beans until at least May next year.

Later in December, we will start harvesting butternuts, crown pumpkins, and watermelons. We have planted watermelons on 2ha divided into four portions, which have been planted two weeks apart. We should be able to harvest them until March 2022.



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Partnerships that work – African Farming


Thanks to a major investment by SA Breweries (SAB), the Moletele community now boasts a lime orchard project, in which they are the majority shareholder in partnership with the Komati Group. Along with SAB, the new company planted the first lime trees on a 60ha development at their Richmond Kopano Farm at Hoedspruit last December.

The plantings were done in three stages, with the second and third phases in January and March. Corona Extra, a beer in the Anheuser-Busch InBev’s stable produced by SAB, is served with a slice of lime. For that, the company needs a reliable source of limes.

Josh Hamman, head of SAB’s agricultural division, says that although limes are not part of the brewery’s core product line, it’s an important part of the Corona offering and of the alcohol industry in general.

Therefore, SAB is financing the establishment of the orchards on the condition that they have first option to purchase the limes. The Moleteles and their partners are free to sell any surplus limes to other markets.

The lime orchards are grown under shade netting, and solar-powered irrigation forms part of the R32m investment. It will also be managed so that limes can be produced throughout the year.



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Doc Faffa discusses the five-point check for parasites


The legendary Doc Faffa Malan is back on location with Bathabile Modutoane to discuss the five-point check for parasites.



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Mlungisi Bushula – African Farming


FORESTRY
Mlungisi Bushula, Stutterheim, Eastern Cape

In our forestry operation, we are currently harvesting pine trees that have reached full maturity at 30 years. Silviculture is ongoing in the younger tree plantations, where we are pruning, weeding and cleaning up the rows.

We have pine, gum and wattle in our operation. Pine trees take about 30 years to reach full maturity here, but in other areas, or depending on climate conditions, they could get there in 28 years. Generally in all our plantations we are maintaining the plantations by thinning and pruning.

Pine trees in particular require constant maintenance. For example, let’s say one plants about 1 111 trees/ha, the end goal would be to have about 237 trees/ha to 240 trees/ha by year 30. During this time the selected trees must be developed.

The reason we plant 1 111 trees is to encourage growth and competition between the trees. In the third year we start thinning, which involves removing all weaker and non-performing trees. The second thinning happens during their teenage years.

Then we target deformed trees and trees that have been damaged by fire. The third thinning happens when the trees are 22 years old. Once again we will remove non-performing and damaged trees.

At this stage, you’d be left with the number of trees you want, which is 237 to 240 trees. Gum trees, which are normally used for poles, such as fencing poles, are harvested at eight years old. Unlike pine, which you harvest, clean and replant, gum trees can and do regrow from the stumps left after the trees have been cut down.

We are currently trying new wattle varieties that are not as invasive as their cousins. Some of the wattle trees planted in South Africa are highly invasive and quickly become virtually uncontrollable.

At this time we are maintaining fences in our game farm business and rebuilding the hunting lodge that serves the game farm and wildlife operation. So, we have a busy December ahead of us.



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Meet the creative genius behind Tap Buttons Clothing


Presenter Lindiwe Sithole was dressed by Tap Buttons Clothing during African Farming season two. Zandile Buthelezi is the founder and fashion director of the brand. We find out all about her in our latest video.



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AFGRI’s Sylvester Lubambo & Praveen Dwarika chat crop production course – African Farming


AFGRI’s Lemang offers a crop production course that focuses on everything from land preparation to crop maintenance and sales and marketing. Managing Director at Lemang, Praveen Dwarika and Training and Development Manager, Sylvester Lubambo explain more in the video.



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