Makhosi Dlamini, a dynamic entrepreneur, was born and raised in the vibrant city of Johannesburg. Having traveled extensively across South Africa while working for various corporate entities, Dlamini developed a deep appreciation for the country’s cultural diversity. Today, he continues to reside in Johannesburg, where he is channeling his passion for his heritage into his entrepreneurial venture, Ingane.
"What makes entrepreneurship exciting for me is the ability to control one’s own destiny. What you put in is what you get out," says Dlamini. "It is also fulfilling to be able to make fast decisions, course correct if necessary, and learn. Every day you must learn – you have to be the subject matter interest of every function in your business."
Ingane was conceived a few years ago when Dlamini's son was born. During a visit to a baby expo, he noticed a glaring absence of products that featured sayings in Siswati and Zulu, his home languages. While English and Afrikaans offerings were plentiful, there was a notable lack of representation for other Proudly South African languages. This realization sparked the idea for Ingane, a brand dedicated to celebrating South Africa's linguistic diversity.
The past year has seen Dlamini and his team meticulously building and refining the brand, seeking out the best quality sustainable products from suppliers, and establishing a robust e-commerce and digital support ecosystem. The public response has been overwhelmingly positive. "We have worked to build a bit of an experience around your unboxing – for those who want to experience, order to find out," Dlamini shares enthusiastically.
Despite the positive reception, the journey has not been without its challenges. Ingane is still a relatively young business, having only launched earlier this year. Funding and access to valuable information have been significant hurdles. In the digital age, there is an abundance of information, but knowing where to find affordable solutions for start-ups can be a daunting task. Networking has proven essential for Dlamini, who has joined communities like Insaka to connect with like-minded entrepreneurs. "By joining communities like Insaka, we have managed to find like-minded entrepreneurs that have walked our path already and are always more than willing to assist," he notes.
As a business owner, what gives Dlamini peace of mind at the end of a busy day is the sense of progress. "Knowing that we have made progress on our ‘to-do’ list (even if it is a few items) and we have something new and potentially game-changing to look forward to the next day or the next week," he says. He likens the process to tending a garden, finding satisfaction in the daily growth and development of his business.
Ingane has already achieved several milestones, including the launch of its website, placement on well-established platforms like Mama Magic, and the excitement of their first sales. Their product range features quirky sayings in seven different languages, with favorites including “Ntwana,” “Akulalwa!,” “Ma se kind,” “Asibe Happy,” and “O Kae?”. The brand aims to celebrate the cultural diversity of South Africans both locally and abroad, encouraging customers to let their little ones express themselves in all languages. "It is a great conversation starter!" Dlamini adds.
Looking ahead, Dlamini envisions continuous growth for Ingane. They plan to expand their product range in response to consumer needs, including recent additions like kids’ t-shirts and potential future offerings of adult sizes. The trend of matching family outfits is on the rise, and Ingane is keen to cater to this demand. The brand aspires to serve South Africans living abroad, aiming for sustainable growth and inclusivity. "Our vision is to create an all-inclusive brand for the nation, starting with the little ones who will carry the flame forward," Dlamini explains.
When he’s not busy with business, Dlamini values spending quality time with his family. He also enjoys staying active on his road bike, which helps him recalibrate and reset for the challenges ahead.
Makhosi Dlamini's experience with Ingane is essentially proof of the potential of passionate, culturally driven business. One odd phrase at a time, Dlamini is celebrating South Africa's rich linguistic legacy with Ingane, a company he is also starting.