THE CHALLENGE
FMCG brands are racing to build equity in developing markets, where informal trade plays a defining role in shaping consumer behavior. And they know where to start: with women. In South Africa, 71% of women are responsible for grocery shopping, and 60% are the primary household purchasers. But the question isn't just how to reach them, it's how to genuinely connect. How can we engage women in a way that adds real value to their lives and embeds brand into communities with authenticity and purpose?
THE OPPORTUNITY
Community savings groups like South Africa’s stokvel are a popular way for people in informal trade to unlock savings by buying in bulk. However, many products important to women, especially moms, are often excluded from these group purchases because they don’t serve the collective’s broader needs. This creates a unique opportunity: a moms-only savings collective where mothers can come together to save on the products they care about. It also opens the door for brands to join these conversations with targeted promotions that truly resonate.
how it works
Find your Village
Moms know it takes a village to raise a child. This platform taps into that spirit of community by giving them the chance to save more when they shop together.
