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    Date submitted
  • 23-Nov-2017

ADAJA Center

Abstract

ADAJA Center’s purpose is to tackle women poverty in Ouagadougou suburbs. Its mission is to empower women by giving them the right tools and skills to gain autonomy.

To do so, the ADAJA Center has set up a specific training program to learn how to weave. Once their training completed, women can weave by themselves and sell their own products, or join our production team for our brand ADAJA.

Additional Questions

Who is your customer?

As a local hand-made premium brand of Faso Danfani, we target 2 differrent catégories of customers : The first category is re-sellers of high value fabric and stylists. They allow us to produce and sell in very big quantifies. The second category is individuals, which we reach through the organization of private sells.

What problem does this idea/product solve or what market need does it serve?

In Burkina Faso, girls’ attendance rate to primary school was only 50% between 2008 and 2012. Women from poorest classes do not have the chance to go to school and also lack access to quality professional training. As a consequence, when grown up, these girls coming from poor urban areas struggle to find quality employment opportunities. The unemployment rate for women in Burkina in 2017 is 20% whereas it is 8% for men. Our objective is to empower these women by giving them the right tools and skills to gain autonomy.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

ADAJA is revolutionizing the world of Faso Danfani by adopting the strategies of well-known brands of ready-to-wear clothing and fashion houses. We decided to move from handicraftsman logic to a ready-to-wear brand logic in order to scale up our activity and thus triple our impact potential.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

ADAJA has been running for fourty years. We already trained more than 200 women to be weaver. But in order to scale up our impact, we decided to completly change our working methods. We decided to move from a handicraftsman logic to a ready-to-wear brand logic. To do so, we splitted our activities into to different legal entities : a Foundation, and an enterprise.