Esther Gathoni Macharia trades at Nakuru Wakulima Market where she also serves as the Assistant Secretary. She entered the business sector in 2008, initially selling oranges in the bustling Wakulima Market in Nakuru County.
Gathoni and her cousin were both involved in the orange business, but she eventually felt she was competing too fiercely with her relative. This realisation prompted her to transition to the onions business. “I switched to selling onions instead of oranges in order to avoid needless rivalry with my cousin.”
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When she ventured into the onion business, Esther started with a mere Ksh700 as her capital, allowing her to retail grade two onions. She began selling as a retailer, but 10 years later, she has established herself as a wholesaler with her own stall in the market.
“At the time, I could only afford to sell grade two onions since I had Ksh700, which served as my initial capital in retail,” Esther says. “I would purchase onions for Ksh17 per kilo and retail them at the market,” she reminisces. “Today I work as a wholesaler. The onions business has provided me with the lifestyle I once envied.”
Esther sources her products from neighbouring countries and locally, noting that Tanzanian onions stand out due to their quality and competitive price.
In addition to local areas like Kiawara, Bungoma, and Ortum, we also import our commodities from Tanzania, Ethiopia, and Uganda. We prefer Tanzanian onions because they are more affordable and of higher quality than onions produced in Kenya,” she says.
Despite encountering challenges in her business, such as dealing with unreliable clients and fluctuating prices and competition, Esther remains resilient in her pursuit of success in the market.
“As wholesalers, we deal with a variety of difficulties, particularly in the present economic environment when clients sometimes lack the finances to make purchases right away, forcing us to sell products on credit. Furthermore, the velocity of sales and earnings is impacted by competition from lower-priced items,” explains Esther.
In an interview, Esther stresses the importance of meticulous planning when sourcing products from farms, highlighting the reliance on middlemen who possess valuable insights into farmers and market prices.
“We are dependent upon brokers who have direct connections to farmers since there are some who would pose as farmers in order to steal money. Furthermore, brokers are more knowledgeable about market supply and pricing trends than we are,” she says.
Esther advises aspiring young entrepreneurs not to lose hope but to remain focused on their business objectives.
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