For nearly five hours, ever since he opened the stall at around 10:00 a.m., he has been tirelessly welcoming customers. And the genuine smile on his face reveals just how much he enjoys his work, finding joy in every interaction.
Twenty-four-year-old Mugisha Djuma is among the hundreds of youths helping various traders showcase and sell their products at the 27th Rwanda International Trade Fair (RITF 2024). A substantial number of such youths are working with foreign traders, some of whom are showcasing their products in Rwanda for the first time.
Djuma tells me that he met his current employer on the first day of the expo, just as the Ugandan trader was about to stock her stall.
'We met on the first day at the main gate. We talked briefly, and she said she needed someone to help sell her products. I told her I was available, and that's how she hired me,' Djuma explains.
Although IGIHE arrived after the trader had left to attend to other business engagements, Djuma told us that it was her second time at the trade fair.
'From my conversations with her, she enjoys coming to Rwanda,' Djuma shared.
Next to Djuma's stall is Muhammad Saleem, a businessman from Pakistan who is selling kitchen accessories.
Saleem, trading under Omar Trading Company, is showcasing and selling saucepans and pots. The unique kitchen items can prepare rice, meat and other foods within 20 minutes without using any oil or butter.
He reveals that the pots, which use steam to prepare delicious food, can help people 'shed excess weight without dieting.' As he explains how the technology works, a young lady and man are busy attending to other customers who are eager to try the pots.
'It's truly a gift for people concerned about weight and those with cardiovascular conditions,' he explains.
At the end of his three-minute demonstration, Saleem confirms that the two young women are locals whom he hired when the expo started.
As I tour the expo further, I learn that tens of other young people have benefitted from similar job opportunities at the trade fair.
Enatha Uwase, 20, helps an Egyptian national sell luxurious perfumes at the expo, while another young man, who only identified himself as Nestor, sells leather shoes for another Egyptian family at an adjacent stall.
The businessmen prefer to hire locally to overcome language barriers and ensure a deeper understanding of the local market dynamics and consumer preferences.
The young people I spoke to said that, besides providing them with a source of income, the expo also offers an opportunity to learn invaluable entrepreneurship skills from established business people.
I quickly learn that some of the vendors showcasing their products in Rwanda for the first time are interested in establishing local businesses. This presents the young people an opportunity to be retained even after the three-week expo closes on Thursday, August 15.
Organized annually by the Private Sector Federation (PSF), the expo draws participants from different countries. This year's expo brought together more than 700 exhibitors from Egypt, Italy, Pakistan, the United Arab Emirates (UAE), Mozambique, Uganda, Kenya, and Tanzania, among other countries across the globe.
The expo provides a platform for businesses, professionals, and potential partners to meet, exchange ideas, and build relationships. This networking can lead to new partnerships, collaborations, and business opportunities.
Mozambique government official Adeline Balate observed that the expo offers the country excellent brand exposure for its products.
'We are here to expose the potential of our country in order to attract new investors to invest in different sectors such as agriculture, tourism, energy, infrastructure and mining,' he stated.
'We are also seeking to enter into partnerships with local companies who wish to import our products and supply the local markets,' he added.
Mozambique produces various food crops such as maize, sorghum, millet, beans, and groundnuts.
Besides the exposure, participants in such events can learn about the latest industry trends, technological advancements, and emerging innovations.
Egyptian national Adel Kamel, who sells gold-plated jewellery, has attended numerous expos in Rwanda over the past seven years. The 49-year-old has visited six other countries in Africa, but his experience in Rwanda remains unique.
'I love this country and its people. It is very safe and very clean. You have a kind President. I would like to do business here,' he revealed adding that he comes to Rwanda three times a year.
Some of the local companies that showcased their innovations at Expo 2024 include Irembo, which is responsible for building and maintaining the government's one-stop service portal.
Irembo showcased its world-class, all-in-one service management platform and payment solution as it aims to expand the value these tools provide across different regions around the world.
Irembo has in the recent past established significant strategic partnerships to broaden its service offerings and reach new markets.
One major collaboration is the partnership with Old Mutual Rwanda, which aims to create an easy-to-use online platform where people can explore and purchase insurance products without the need for in-person consultations.
Wycliffe Nyamasege
