In the busy heart of Harare, where the vibrant colors of life mingle with the sounds of trade, two ambitious men began their journey toward success.
Kudakwashe Hweta, an influential entrepreneur hailing from Chikomba District in Chivhu, grew up in a region renowned for its thriving cattle ranching industry. Inspired by the industrious spirit of his community, Kudakwashe completed his education at Zinatsa High School and set his sights on Harare, determined to carve out his path to success.
Upon arriving in the bustling capital, he established a wire fencing business in Mbare, one of Harare’s busiest commercial hubs, this is where he met George Chigome an enthusiastic entrepreneur who became his future business partner. Recognizing the demand for durable and affordable fencing in both rural and urban areas, they combined their resourcefulness and hands-on skills to grow the fencing enterprise.
Kudakwashe and George were not born with silver spoons in their mouths. Instead, they started as humble wire suppliers at Mbare Musika, a bustling market known for its eclectic mix of goods and the relentless spirit of entrepreneurs.
The two were no strangers to hard work. Each day, they would rise before dawn, navigating the crowded alleys of Siyaso to set up their small workshop. They supplied wire for fences, a basic yet essential commodity in a city where security was a growing concern. As they hustled, they began to save whatever little they could from their earnings, dreaming of a bigger venture.
In the early days, their income was meager, barely enough to cover their daily needs. Yet, they were fueled by their vision of a better future. They often discussed their dreams over cups of Maheu, imagining a business that would not only uplift them but also contribute to their community. It was during these discussions that the idea of starting a Maheu business took root. They realized that there was a growing demand for traditional, healthy beverages, and they were determined to meet that need. They had to shelf the idea and momentarily ventured in the informal transport business before they decided to launch the Maheu Business.
“Before this Maheu venture, I started in the fence business in Mbare and later shifted to the transport industry, gaining valuable experience along the way but later decided to put the Maheu business in motion” Kudakwashe recalls.
Taking the Leap
In March 2024, after months of planning and saving, Kudakwashe and George finally took the leap. With just US $5,000 in capital—a sum that felt almost laughable for the ambitious venture they envisioned—they launched their Maheu business under the name HwetaGy Incorporated using the brand name Ameheu Maheu Ekhaya. They understood that the journey ahead would not be easy, but their resolve was unwavering.
“Although we faced substantial capital requirements, we managed to launch our venture with just $5,000, a sum that proved insufficient at the time.” Says Kudakwashe
The early days were fraught with challenges. They lacked proper infrastructure as it started at the backyard of a house and faced stiff competition from established brands. Their initial attempts at marketing were met with skepticism. Many people were accustomed to familiar brands and hesitant to try something new, especially from newcomers with little experience. Moreover, securing enough funds for raw materials and equipment was a constant struggle.
“Starting the business was challenging; securing capital was a significant hurdle. Penetrating the market was tough, especially when established players already dominated, and our brand name was unknown, making it difficult for people to accept our product.
“We knew that to succeed, we needed to maintain high standards and continually upgrade our offerings, which required thorough research into other products available in the market.” Kudakwashe reflects.
Despite these hurdles, Kudakwashe and George were not deterred. They decided to focus on what made their Maheu unique: its authenticity. They were adamant about creating a product that was entirely traditional, made without any artificial additives. In a world increasingly concerned about health, they knew there was a gap in the market for natural products.
“People are shifting towards natural stuff,” Kudakwashe often reminded George, “and we can tap into that trend.” They poured their hearts into refining their recipe, experimenting with local ingredients and ensuring their Maheu was not just delicious but also nutritious without any side effects. They emphasized the traditional aspect of their product, connecting it to the rich culinary heritage of Zimbabwe.
Building a Team and Expanding the Dream
As the business began to gain traction, Kudakwashe and George knew they needed to expand. They hired 20 vibrant employees who shared their vision, fostering a culture of teamwork and innovation. This team became the backbone of HwetaGy Incorporated as they moved to Budiriro Home Industry, each member contributing their unique skills and ideas. They worked tirelessly to maintain high standards and improve the quality of their Maheu, which soon became popular among local consumers.
With their product gaining popularity, Kudakwashe and George turned their attention to distribution. They began supplying major towns and cities across Zimbabwe, quickly becoming known for their commitment to quality. Their Maheu is not just a drink; it’s a taste of home for many, reminding people of their childhoods and family gatherings. The nostalgic value of their product resonates deeply with consumers, leading to a growing customer base that appreciate the authentic flavors.
“Our focus was on traditional Maheu, as many consumers were shifting towards natural foods. This drink resonates deeply with people; it evokes nostalgia for their roots and reminds them of their agricultural heritage. It’s something we enjoyed while ploughing in the fields back in our village, creating a strong emotional connection.” Kudakwashe recaps.
Facing New Challenges
However, success did not come without its challenges. The competition was stiff, and Kudakwashe and George often found themselves battling larger companies with more resources. Marketing their product effectively became crucial. They explored different strategies, from engaging with local communities to leveraging social media platforms to tell their story. Their approach is personal; they want consumers to feel connected to the journey of HwetaGy Incorporated.
“People love a story,” George would say, “and we have a great one to tell.” They organized tasting events, inviting locals to sample their Maheu and share their thoughts. This grassroots marketing strategy not only garnered attention but also built a loyal customer base that valued the authenticity of the product.
As of late 2024, Ameheu Maheu Ekhaya stands as a testament to what determination and hard work can achieve. With a thriving business model and a growing workforce, Kudakwashe and George are looking toward the future with optimism. Currently they are supplying in all major towns and cities around Zimbabwe. They are exploring opportunities to export their Maheu, bringing a piece of Zimbabwean tradition to the global market.
“We are currently sorting the papers with responsible authorities to export our product to our neighboring countries.” Said Kudakwashe.
Reflecting on their journey, Kudakwashe often says, “We started with nothing but a dream and a little bit of capital. Every challenge we faced was just a stepping stone to something greater.” George adds, “Our story is proof that with hard work and dedication, anyone can rise from humble beginnings to achieve greatness.”
Kudakwashe Hweta and George Chigome’s story is one of determination, innovation, and the power of dreams. They have not only transformed their own lives but have also positively impacted their community by creating jobs and promoting a product that celebrates our culture. Their journey inspires countless aspiring entrepreneurs, proving that success is possible, no matter where you start.
As they continue to grow and expand, they remain committed to their roots, ensuring that every bottle of Maheu reflects the love, tradition, and hard work that went into creating it. Their story is a reminder that with passion and perseverance, anyone can transform their rags into riches and make a meaningful difference in the world.
