The township economy in South Africa contributes almost 6% to the country’s GDP. At the epicenter of this growth are the innovation hubs, breaking the barriers for aspiring entrepreneurs and creating a new wave of economic transformation in historically underserved communities.



Located just 30km north of South Africa’s administrative capital Pretoria is Soshanguve, a township known for its vibrant Bacardi dance scene and Se Pitori (Pretorian Sotho) language. This township, nestled east of Mabopane, is also home to entrepreneur, Mapula Ramothwala, the founder of Kool Crew, a manufacturing company that produces personal hygiene products for young people, aged six to 18, to boost their self-confidence.



“I didn’t grow up wanting to be an entrepreneur,” Ramothwala shares with FORBES AFRICA. With a background in agriculture, she had hoped to work in her farm. With a BTech degree in Animal Science, she also figured she would work in government, at institutes such as the Department of Agriculture, Labour or Rural Development. But that didn’t happen, and she instead, developed an interest in entrepreneurship.


<div class="wp-block-image">
<figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="987" src="https://cms.forbesafrica.com/wp-content/uploads/2025/04/Mapula-Ramothwala-Founder-Kool-Crew1-1024x987.jpeg" alt="" class="wp-image-65296" style="width:415px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/04/Mapula-Ramothwala-Founder-Kool-Crew1-1024x987.jpeg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Mapula-Ramothwala-Founder-Kool-Crew1-300x289.jpeg 300w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Mapula-Ramothwala-Founder-Kool-Crew1-768x740.jpeg 768w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Mapula-Ramothwala-Founder-Kool-Crew1.jpeg 1280w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Mapula Ramothwala, Founder Kool Crew</figcaption></figure></div>


About 140m from Soshanguve lies Orange Farm, one of South Africa&#8217;s youngest townships. According to the City of Johannesburg, it is today the country’s biggest and most populous informal settlement. It is here that Gontse Selaocoe founded and built his business, All Day Jam, specializing in organic jam spreads.



“Township economies have vast potential for growth and development,” Selaocoe says. “But businesses in townships often face unique challenges, such as limited access to funding, markets, and resources.”



Despite being over an hour apart, both Ramothwala and Selaocoe share a common thread: they both turned to The Innovation Hub’s eKasiLabs to help build their businesses.



Ramothwala first heard of The Innovation Hub when she was chosen to be part of a competition they were hosting. “I applied, pitched my business, and got selected. That’s how I joined the Cap Accelerator Program [Cosmetic Accelerator Program]. From there, I became one of the clients of The Innovation Hub. The support I received included mentorship as well as access to markets, marketing, and funding to help expand our businesses.”



She explains the rationale behind her company, Kool Crew: “Many kids today experience body odor at a very early age. Research has shown that most parents feel helpless because there aren’t many products specifically formulated for that age group, particularly children between six and eight years old.



“Active kids, especially those in sports, are more prone to sweating and need to follow a proper hygiene routine. That’s the problem Kool Crew aims to solve.”



Launched in 2019, the business was conceived with a deep understanding of local needs. “We started in our township because we identified a gap in our community and understood the need for such products.”



Selaocoe’s All Day Jam, founded the same year, focuses on agro-processing, offering organic jam spreads with a commitment to sustainability, food security, and job creation in his community.



“We were inspired to launch in the township because we saw an opportunity to transform a former dumping site into a thriving organic farm, providing healthy produce to our community and creating employment,” he says.&nbsp;



Both entrepreneurs embody a wave of township entrepreneurs who, despite the challenges they face, are dedicated to revitalizing their local economies. However, many like them also need support to scale their businesses. This is where centers like The Innovation Hub play a crucial role.


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<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="768" src="https://cms.forbesafrica.com/wp-content/uploads/2025/04/Gontse-Selaocoe-and-team-Founder-all-Day-Jam1-1024x768.jpeg" alt="" class="wp-image-65298" style="width:559px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/04/Gontse-Selaocoe-and-team-Founder-all-Day-Jam1-1024x768.jpeg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Gontse-Selaocoe-and-team-Founder-all-Day-Jam1-300x225.jpeg 300w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Gontse-Selaocoe-and-team-Founder-all-Day-Jam1-768x576.jpeg 768w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Gontse-Selaocoe-and-team-Founder-all-Day-Jam1-1536x1152.jpeg 1536w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Gontse-Selaocoe-and-team-Founder-all-Day-Jam1-2048x1536.jpeg 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Gontse Selaocoe and team Founder All Day Jam</figcaption></figure></div>


James Segooa, Acting Executive Manager for Township Economic Revitalization at The Innovation Hub, specializes in the development of small, medium and micro enterprises (SMME) and the innovation ecosystem in both the public and private sectors.&nbsp;



“I am passionate about SMME development and believe they can [be] or are the drivers of economic growth and the employment creators this country needs,” Segooa says. “From our observations and interactions with township entrepreneurs, the biggest challenge we’ve identified is a lack of business skills. This affects everything they do. We’re seeing many entrepreneurs who have never had the opportunity to be part of any entrepreneurship development program.”



According to an opinion piece by Luvuyo Mncanca on the University of Cape Town’s website, township businesses face similar challenges to those of South African SMMEs: lack of management skills, difficulties accessing finance and credit, limited market access, low government support, and lack of appropriate technology.



“The township economy’s contribution to the country’s GDP is extremely high,” says Bulelani Balabala, founder of the Township Entrepreneurs Alliance (TEA). “But the challenge then is that the mainstream or&nbsp; formal markets still consider it as informal, as mass market.”&nbsp;



A report by Lesaka Technologies emphasizes how the informal market is fueling growth, noting that the township economy is valued at approximately R900 billion (about $49.4 billion).



At the heart of the township economy is its people–engaged in buying, selling, producing, consuming, and creating, within the township and beyond it.



GG Alcock, author of KasiNomics, told FORBES AFRICA last year that the contributions of the township economies could be a lot more–with the right numbers stymied by a lack of data. He estimated that over R45 billion ($2.4 billion) comes from spaza shop rentals and the backyard rental market alone.



Despite these challenges, the South African government is taking steps to empower small businesses.



“Micro, small, and medium enterprises and cooperatives together form a vital part of our economy with immense growth potential,” said South African President, Cyril Ramaphosa, in an address at the Presidential Micro, Small and Medium Enterprises and Cooperatives Awards in 2024. “Whether they are small businesses in townships or cooperatives in rural areas, whether they are well-established or just starting, these businesses are integral to the future of our economy.”



This is, perhaps, where incubators and accelerators such as The Innovation Hub comes in.&nbsp;



“We learned about The Innovation Hub through a local business network,” says Selaocoe, who went through the incubation process at the Sebokeng eKasiLab. “The hub provided us with valuable support, including business mentorship, training, and access to funding opportunities. Their incubation program helped us refine our business model, improve our operations, and scale our production.”



The hub forms part of the Gauteng Growth and Development Agency (GGDA) established by the provincial government to promote the economic development, innovation and competitiveness of South Africa’s Gauteng province.



“Our program offers business skills training at various centers,” Segooa explains. “We’re currently operational in 14 townships across Gauteng. I believe we’re one of the largest enterprise development programs within the township space, with 14 active centers.”



Segooa adds that aspiring entrepreneurs come to the hub with an idea or an already established product.&nbsp;



“They haven’t thought about pricing or a business model. We’re not even at the stage of talking about funding yet. In their minds, they know they need money, but they don’t know where to start to access it. And if you ask them, ‘do you need funding?’ they’ll say yes. But if you follow up with, ‘what do you need it for?’ that’s where the problem starts—because they haven’t thought that far ahead.”



Ramothwala adds that the biggest challenge for her was gaining market visibility and accessing the market.



“Through the mentorship we received, we gained valuable knowledge on how to build brand awareness. The mentors also advised us on compliance and how to properly run our business, which played a significant role in getting the business to where it is today.”



In February, in his State of the Nation address, President Ramaphosa stated that a transformation fund worth R20 billion ($1.09 billion) a year would be set up over the next five years to fund black-owned and small business enterprises.&nbsp;



“We are expanding our support for small and medium enterprises and for the informal economy, which sustains millions of jobs and livelihoods across our country,” he added.&nbsp;



While this funding is needed, Segooa emphasizes that skills need to be prioritized.&nbsp;



The Innovation Hub currently supports over 272 companies, with Segooa noting that in just 15 of the companies using the eKasi Lab program, 188 jobs have been created.



“I’ve witnessed real growth,” he says, laughing.



As a passionate advocate of township entrepreneurship, Balabala notes that innovation hubs play a critical role from multiple perspectives, thus reducing failure rates and accelerating business growth.



“For me, they become critical because entrepreneurship is solely predicated by the speed at which you fail. If you can learn fast and fail fast, then it means that you can position your business much quicker and iterate what your business model needs to be, and then go to market.”&nbsp;



“The township economy is indeed overlooked, and holds immense potential as a driver of social and economic development,” Ramothwala says.



“[What we are doing as township entrepreneurs] is building a foundation for inclusive growth, as in job creation. By investing in townships, the barriers of access to goods and services are lowered for residents, and we empower communities and give them incredible motivation tailored specifically for their community needs.”



She adds: “When an entrepreneur starts to realize that there is a gap and a need in the community, we also become an inspiration to many.”



“Be open to learning and adapting, and don’t be afraid to ask for help. Most importantly, believe in yourself and your business, and stay committed to your vision,” Selaocoe concludes.&nbsp;

Ekasi Lab3

South Africa’s Townships As The Cool New Hubs Of Innovation

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The Big Backroom Boom In South Africa’s Townships

Tourists in Soweto, the township southwest of Johannesburg in South Africa, now have more options for staying in the same neighbourhood that was once home to two Nobel laureates, Nelson Mandela and Archbishop Desmond Tutu.
Here, through accommodation app Airbnb, locals are increasingly turning entrepreneurs throwing open their homes for visitors wanting to savor Kasi life. As many as 20 Soweto homes are listed hosts on the Airbnb search engine – and the list is growing.
Take Nelson Tiko Mashele, a 33-year-old born and bred in Soweto, who founded Vilakazi Backpackers on the famous Orlando West street with his father, and which is located five minutes from the homes of Mandela and Tutu, and 10 minutes from the Hector Pieterson memorial.
Mashele is one of the youngest Airbnb hosts in Soweto, and his establishment one of the newest in the area. He says 70% of his guests are locals, the rest international, and business is looking good.
<a href="http://www.forbesafrica.com/woman/2017/10/06/sharing-economy-400000-guests-home/" target="_blank" rel="noopener">READ MORE: The Sharing Economy: 400,000 Guests At Home</a>
The day we visit, we are ushered into his spotless living room. A coffee table in the middle of the foyer is laden with sightseeing pamphlets. Hip hop music is playing in the background. The seven-bedroom house is well-appointed and Mashele charges R299 ($25) a night.
<div id="attachment_35881" style="width: 1034px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" aria-describedby="caption-attachment-35881" class="wp-image-35881 size-large" src="https://www.forbesafrica.com/wp-content/uploads/2018/04/rooom-1024x681.jpg" alt="" width="1024" height="681" srcset="https://cms.forbesafrica.com/wp-content/uploads/2018/04/rooom-1024x681.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2018/04/rooom-300x199.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2018/04/rooom-600x399.jpg 600w, https://cms.forbesafrica.com/wp-content/uploads/2018/04/rooom-768x510.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2018/04/rooom.jpg 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" />A room at the Vilakazi Backpackers costs R299 ($25) a night. Photo by Karen Mwendera.</div>
That’s not a bad bargain for the local life that his guests, who he says are mostly from America, Germany, Brazil and France, want to experience.
According to Airbnb, most guests choose to live like locals. Mashele says they would rather walk to tourist destinations and buy local food from the outlets on the famous Vilakazi Street.
One of Mashele’s partners is Soweto Outdoor Adventures run by Kgomotso Pooe, also his long-time friend. Their collaborations offer his guests quad-bike tours, paddling and boating rides, trips to Orlando Towers and indulging in local cuisine such as magwenyas (deep-fried dough balls) with atchar and white liver and kota (half loaf of bread filled with curry), ending the day with a shisanyama (meat cooked over an open fire).
On the opposite side, in Orlando East, is a bed-and-breakfast in operation for over 16 years. TDJ’s BnB is a home-owned business catering for local and international visitors. Their aim this year is to start using the Airbnb services to help increase their profits.
“We are looking forward to getting new guests from all over the world,” says TDJ’s manager Nomthandazo Ntshingila.
<a href="http://www.forbesafrica.com/sometime-in-africa/2012/08/01/staying-in-hotels/" target="_blank" rel="noopener">READ MORE: Staying In Hotels</a>
She says joining Airbnb will give her an edge moving her numbers higher than the average 30 visitors she receives per month. Currently, a room at TDJ’s costs R454 ($38) a night.
For a more authentic experience, tourists can taste African beer brewed at the guest house. Another hotspot guests can visit is Sakhumzi, a Sowetan shisanyama restaurant and bar.
A key difference between Mashele’s and Ntshingila’s businesses is that the former has Wi-Fi on site allowing him to stay active on social media.
“One of the requirements to host with Airbnb was to offer Wi-Fi services to potential clients. We then got Wi-Fi before listing on the app,” says Ntshingila.
Hosts need to be constantly connected to an online platform and keep the most updated information on their availability and business.
The accommodation hosting platform tells FORBES AFRICA they are working on refining their offerings and making “regular updates to ensure people get exactly what they are looking for”. It’s clear that for the app to take off in townships like Soweto, homeowners need to be empowered with technology.
Airbnb says it’s planning to invest $1 million from 2018 to 2020 to promote and support community-led tourism projects in Africa. The project aims to support training in hospitality and technology for township residents.
Indeed, such investments will also help upskill those living in less-developed areas within Soweto such as Kliptown and Pimville, and as a result, reduce the barriers for entrepreneurs wishing to rent out their homes and bring in precious tourism dollars, much-needed in today’s difficult times.

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Living Like Mandela

Gugulethu, the urban sprawl 15kms from Cape Town in South Africa, is a vibrant township pulsating with the beats of Africa.
Mzoli’s, the popular shisa nyama here that barbecues meat to mouth-watering perfection, is almost synonymous with the township, attracting droves of locals and tourists to Gugulethu.
On weekends particularly, the action spills on to the streets with vendors selling anything from slogan t-shirts to recycled glasses of ciders and beers, to hats and tattoos.
The ‘church of meat’, as Mzoli’s is often referred to, famously attracts over a thousand people every day, as they enjoy their braai and drinks in a convivial setting to heart-thumping music. It’s not just the grilled meats that’s the attraction here, but the tantalizing sauces used to barbecue them.
“They call us the ‘church of meat’ because instead of being at church, [people] are here,” says Sisanda Mangele, the outlet’s operations manager. Her father, Mzoli Ngcawuzele, owns the place.
Mzoli’s started in 1998 when they were selling tripe in the back of the garage in their home. Today, they have grown from butchery to bastion of meat, turning over R10 million (about $710,000) annually with 20 employees.
<div id="attachment_35599" style="width: 411px" class="wp-caption alignleft"><img loading="lazy" decoding="async" aria-describedby="caption-attachment-35599" class=" wp-image-35599" src="https://www.forbesafrica.com/wp-content/uploads/2018/03/Sisanda-Mangele_JC-3-ccopy-300x200.jpg" alt="Sisanda Mangele Mzolis" width="401" height="267" />Sisanda Mangele (Photo by Jay Caboz)</div>
“We had four freezers for our stock. We grew from that and raised capital and we also received a loan. We didn’t realize that this could be a tourist destination. It started with the locals, then it spread out. People started coming in with their associates, colleagues, friends and family,” says Mangele.
Mzoli’s is a magnet not just for ravenous tourists; they are also a case study for aspiring entrepreneurs hungry for ideas.
“People come here for advice when they are about to open their businesses. We advise them on passion, and investing in something they are interested in,” says Mangele.
Part of the counsel they give is that nothing comes easy, even now.
“The fluctuating rand affects us as well as unemployment. With unemployment on the rise, crime has increased but there are people watching out for them,” says Mangele. Despite the odds, it’s the perfect example of how business can thrive in a township.
There is a growing demand to maximize the potential of South Africa&#8217;s township economies estimated to be worth billions, although there are few records to quantify the amount of money moving within the industry.
Moipone Molotsi, Director at the Centre for Small Business Development (CSBD) at the University of Johannesburg, says business is booming especially among the new generation, but the shortcomings are many.
“It’s just that it is not captured for people to understand what is happening in the townships. You have people that have branched into clothing manufacturing, retail, and information technology. When you go into the township, you see a lot of people manufacturing products for major companies but they are undocumented,” stresses Molotsi.
<div id="attachment_35600" style="width: 411px" class="wp-caption alignleft"><img loading="lazy" decoding="async" aria-describedby="caption-attachment-35600" class=" wp-image-35600" src="https://www.forbesafrica.com/wp-content/uploads/2018/03/Moipone-Molotsi-300x200.jpg" alt="" width="401" height="267" />Moipone Molotsi (Photo by Motlabana Monnakgotla)</div>
Molotsi recommends an innovative and competitive mindset in order to make it in this market. But she says that’s not always the case.
“You still have the masses who are managing the business because it was passed on to them, so they are not business-minded hence we see a number of those businesses running down,” she says.
Township enterprises fail to take care of their businesses, one of the reasons they fail, so they need to up their game.
“The market understands itself, they do not want to go into a shop that is smelly and is not well taken care of, and the service is bad. That is why you see them moving onto the shops in the suburbs, because they demand a service which is lacking in most of shops in the township,” she says.
The township is involved in diverse economic activities, ranging from spaza shops, street vendors, hair salons, shebeens and minibus taxis, to mechanical services, manufacturing, burial societies, stokvels and childcare services. These are largely micro enterprises with low capital and a low skills base, however, a proper business model is needed, says Molotsi.
The Alexandra and Soweto townships in the Gauteng province of South Africa are no different when it comes to being examples of thriving informal economies: common sights are vendors selling everything from fruit to fat cakes.
“Whether they understand the business or not, it does not matter for them [entrepreneurs], and that is why their businesses are not always a success. But if people were to come together and work as a team, things would be different,” says Molotsi.
Aspiring entrepreneurs should make a point of asking themselves how they intend making a profit with their business model and if the model is not already in existence. The government has taken strides in ensuring growth in this market, but the industry seems to be at a halt.
“The government is doing far much more to support entrepreneurs and the township in general. You have a lot of counterparts out of the country that do not have the same programs in place. The heart of the country is in the right place, but you could say that they lack implementation. In as much as there is training and mentorship programs, entrepreneurs are still not making progress. The question we should be asking ourselves is why?” says Molotsi.
She reckons the country should redirect its focus.
“We are more focused on being quantity-based rather than being quality-based. We have not prioritized as a nation what sectors we should be focused on developing; like how China was with and their technology enterprises [sector]. They focused on that sector and they invested more in that market,” she says.
Another trend is that some businesses do not have financial records, deliberately, because they do not want to account to authorities how much they are making.
“This becomes a problem when they need to access funding,” she says.
Township entrepreneurs also have issues owning properties. Fanny Mokoena, an entrepreneur in the Meadowlands suburb of Johannesburg, testifies to this.
Mokoena is owner of a tavern, restaurant, hospitality school, and a petrol station. She says in her years of being in business, most of her challenges have been at the petrol station.
“I have been running the petrol station for 23 years and as of now, I don’t have a property lease agreement. I can’t even count the number of times I have been in and out of the City of Joburg Property Company, I have really been struggling,” she attests.
“How am I expected to run a successful business without a proper lease agreement? Who will be willing to invest in your business when you do not have the proper paperwork? Which insurance company will come and insure my business, because I am like a squatter?” asks Mokoena.
<div id="attachment_35601" style="width: 411px" class="wp-caption alignleft"><img loading="lazy" decoding="async" aria-describedby="caption-attachment-35601" class=" wp-image-35601" src="https://www.forbesafrica.com/wp-content/uploads/2018/03/Fanny-Mokoena-e1521018682549-300x200.jpg" alt="" width="401" height="267" />Fanny Mokoena (Photo by Motlabana Monnakgotla)</div>
Her challenges do not end there. She says government policy changes as well as lack of confidence in black-owned enterprise have caused her businesses to spiral.
“The government’s policy changes have affected the catering company. Business is not as much as it used to be. The government barely requires catering services for their meetings.
“People as well have no confidence in township catering companies to cater for their weddings, they would rather go to the suburbs. I feel like they have been disappointed so much maybe that is why black people lack confidence in their businesses,” she says.
But she can only do her bit by delivering services to the best of her ability, and hopes other entrepreneurs in the townships are doing the same.
The lack of adequate business support from the government, lease agreement problems as well as minimal support from community members have made Mokoena lose faith in the term ‘township economy’.
“When ‘township economy’ was launched, I was there. All I know I was part of the group that was going around preaching ‘township economy’, but I never got to experience it. I don’t know what that is,” she says.
Mokoena believes these are post-apartheid terms, such as Black Economic Empowerment (BEE), that lack substance and affirmative action.
“They don’t mean anything. When these programs are being launched, they call crowds, but when it is time for implementation, we don’t see the results,” says Mokoena.
In the bigger scheme of things, most businesses in the township have had very little contribution to South Africa’s economy. This is because they are historically disadvantaged by their location and have had no manufacturing capacities, so they had a minimal contribution to the development of productive sectors.
The glimmer of hope is the private sector, with banks like Absa, supporting the market. In July, they announced R10.5 million (about $745,000) to uplift spaza shops into sustainable businesses that can compete with major retailers in the mainstream economy.
“Absa’s support will not only see the sustainable establishment of spaza shops but it is envisaged to create jobs and help these spaza shops net triple times more profit as they have in the past. The project has already seen transformed spazas record a 300% increase in airtime sales,” says Tshepo Seeta, Founder and Managing Director of eSpaza Sum.
Experts agree on the lack of recognition of the importance of social organization, embracement of social capital and the hand-holding approach in supporting township enterprises. The one-size-fits-all enterprise development strategies have further alienated entrepreneurial initiatives in the townships in the past.
Gauteng’s MEC of Finance, Barbara Creecy, reported in her 2017 budget speech the government spent R600 million (about $42 million) to boost the economy in 2014, which they then increased to R6 billion (about $425 million) last year, having 2,800 businesses benefiting directly. More needs to be done.
The purpose of most township businesses used to be about addressing the needs of the community whilst also providing the families in them basic needs. However, that has changed.
Enterprises like Mzoli’s and resourceful entrepreneurs like Mokoena have the desire to consistently deliver services successfully no matter the odds to wider markets, and they have proven they can.

Tag: township economies

FORBES AFRICA SOCIAL MEDIA

South Africa’s Townships As The Cool New Hubs Of Innovation

The Big Backroom Boom In South Africa’s Townships

Living Like Mandela

Successes Amid The Squatters