Soweto Republic keeps the rand circulating locally

EVERY business school must have taught a module on the prudence of letting the rand circulate a few times before it leaves a community.

Legend has it that wherever they find themselves around the world, Armenians will allow the currency to change hands among them before going out.

It would seem that the people of Soweto have finally heeded this lesson and want to keep the rand among themselves for a little while longer.

For the second year running, Sowetans want to trade among themselves before going out to shop from outsiders.

A vehicle called the Soweto Republic, how apt, is hosting the second annual Soweto Brands Producers Movement market on Heritage Day, 24 September in Naledi, further west of the sprawling township.

Kgora Mataboge of Soweto Republic says the township market – which he estimates at around two million buyers, is itching to buy local – and preferably keep the money among themselves.

Mataboge says creatives and manufacturers from across the food chain are continuously flooding the market with goods but Sowetans are not aware that there’s this supply “on your doorstep”.

What the Soweto Republic has done is create a platform for the big brains to show off their wares.

Mataboge says Soweto is merely shorthand for this innovative idea, which has already generated interest from people from places as far-flung as Venda to come exhibit their merchandise.

“We do not have large funds to set up malls,” Mataboge says, “but the market is the closest we can come to affording our people a family-friendly atmosphere to buy and sell”.

Brand producers are looking eagerly to service the Soweto market, he says.

Mataboge is no newbie to marketing and tourism.

A native of Naledi, he left the township for close to 17 years, where he was based in New York “marketing the country as a tourism destination”.

So punting a destination and its attractions is not new to Mataboge, 47.

The market began last year but could not really take off due to the Covid-induced lockdowns, he says.

It worries him no end that people have “high-end products that are gathering dust because they cannot get them into the big-name stores”. The Heritage Day market is the panacea to all the problems, he says with a degree of certainty.

The day will not be a dull affair of buying and selling: “It will be a funfilled, family-friendly day filled with music, an open-air market, exhibitors, discussions and a day of multi-sensory art. Take a musical journey with our artists Kgafela le Marabele, SeedUnder and DJ Enchantress. You can also tantalise your taste buds with locally produced food and drink.”

“Our market features an array of beauty, fashion and lifestyle brands. We will also have discussions with experts on Soweto's rich heritage, tapping into this rich reservoir and reflecting on rebuilding our economy and value chains after the lootings.”

“May you travel with us to all the corners of Soweto and expose the positive elements of Soweto through the beautiful brands and events our partners create.”

Soweto, like many townships throughout the country, has seen a spike in the number of young people in the clothing apparel space – and it is this cohort that will be showcasing their talents at this market.

Asked how they chose exhibitors, Mataboge says they initially sent out invitations, which proved to be a net catching a wide array of fish. “If you start something, you get a mix of everything. We have set out the standard, the quality, refining it will come with time.”

From Naledi this time round, the market will be moving to different parts of Soweto over the years, Mataboge says.

“We’re offering consumers an alternative shopping experience,” he repeats excitedly.

So, Soweto, here’s a chance to make money – and keep it among the community.