Emerging markets, particularly in Africa, are characterised by a predominance of offline retail channels, supported by informal trade and cash transactions. In this context, obtaining accurate data on consumer behaviour and market dynamics remains a major challenge. Whether for local or international brands, reliable data on the size and value of these markets is essential. This is where Rwazi, a Mauritian start-up specialising in business intelligence, comes in as a crucial solution, committed to filling this information gap with data corroborated directly by consumers.
Joseph Rutakangwa: a visionary at the heart of innovation
To effectively anticipate the challenges of emerging markets, Joseph Rutakangwaco-founder and CEO of Rwazi, has introduced an eponymous application that is radically transforming the collection and analysis of market data.
Unlike large market research agencies that often rely on samples to extrapolate conclusions, Rwazi focuses on acquiring granular data.
It opts for a direct approach, bypassing intermediaries and traditional sales teams, to gather information from consumers on aspects such as the types of products purchased, frequency of purchase, household budgets and incomes, and the geographical location of consumers.
Thanks to its innovative application, Rwazi is able to capture and analyse this data in minute detail, not forgetting to reward participants for their contribution.
Since its launch in 2021, this business intelligence platform has rapidly gained momentum, now operating in 40 African countries and extending its influence to Asian and Latin American markets. Backed by a $4 million fundraising round orchestrated by Bonfire Ventures, with participation from Newfund Capital and Alumni Ventures, Rwazi continues to grow and plan new product launches.
A valuable tool for company directors
Rwazi serves a portfolio of 18 multinational companies and monitors the evolution of over 200 products in various sectors, including consumer goods, healthcare, telecommunications and financial services. With a network of 50,000 consumers around the world, Rwazi gives international companies access to detailed information on buying habits: who buys what, at what price, where, when and why.
This data is crucial for boosting sales and promoting business expansion. Its customers benefit from direct data, enabling them to observe buying behaviour and adjust their communication, pricing and packaging strategies in a local and relevant way.
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Success for Rwazi
The genesis of Rwazi can be traced back to the founders' frustration at the unavailability of relevant market data. This gap, often characterised by out-of-date or overly general data, did not meet the requirements of informed decision-making. Rwazi emerged as the solution to this challenge, and its dazzling success bears witness to this.
Positioned in the vast data analysis sector, Rwazi embraces a market potentially valued at more than $655 billion by 2029, according to Techcabal. With demographic growth expected in emerging markets, particularly sub-Saharan Africa, demand for detailed consumer information is set to grow. The start-up, buoyed by its recent financing, aspires to become a dominant player in this expanding market. For the time being, it has made a good start to its growth and is well on the way to achieving each of its objectives.
Rwazi: a strategic partner for growth in emerging markets
By providing actionable data and valuable customer insights, Rwazi is proving to be an essential strategic partner for companies seeking to break into emerging markets. Through its innovative approach and commitment to business intelligence, Rwazi plays a crucial role in achieving the Sustainable Development Goals, thereby promoting inclusive economic growth.
