By: Sizakele Nduli
While many people are unlikely to leave their traditional nine-to-five jobs to pursue entrepreneurship, Leemo Atumane, 27, who was unhappy and always broke, took a leap of faith to start Indalo Fresh Market in Etwatwa, Gauteng. “Living in an area with limited access to fresh fruits and vegetables, I saw an opportunity to make a difference. While I could drive to get what I needed, many in my community couldn’t.
“I decided to open my market near the busy and accessible Phillip Moyo Memorial Health Clinic. By addressing this need, I knew I could help improve the lives of my neighbours,” she told Vutivi News. Initially, Atumane sold fresh pre-cut veggies as a side hustle. Before that, she had run several businesses since 2017, selling items like cosmetics, accessories, children’s books, doughnuts, and bucket hats. She said that setting up her fruit and vegetable market was not easy. She had difficulties securing rental space and had to handle all the renovations herself because she could not pay anyone.
However, her luck changed when she voiced out her frustrations about not finding rental space for her hairstylist. He then suggested she try the location where she is currently based. “I invested about 60% of my last salary to start Indalo Fresh Market. Though it wasn’t much, I was determined to make it work,” she said. Having opened its doors to business on May 1, 2024, Indalo Fresh Market is still in its infancy stage. However, according to Atumane, her business is already gaining momentum by supplying local restaurants.
She primarily sources her produce from large fresh produce markets, but she also makes it a priority to support local farmers who supply her with fresh spinach and lettuce. “I find local farmers through referrals and word of mouth. Building these relationships is vital. By supporting each other, we create a strong, interconnected community,” Atumane explained. She said that stocking up only on what people needed helped her products move fast and remain fresh.
Atumane currently operates her business without permanent employees, instead hiring temporary assistants when needed. Her goal is to create permanent jobs as her business grows, which will help benefit the local community. Besides fruit and vegetables, the business sells atchaar, eggs, biltong, and dried fruit. It will gradually introduce new products such as honey, olive oil, spices, and herbs. “My vision is to make it the biggest fruit and vegetable shop in my township. I aim to supply other local vendors, helping them save time and fuel by sourcing locally. This growth will benefit the entire community, creating a local hub of quality and convenience,” she said.
Atumane advised prospective entrepreneurs to conduct their own research, saying that they should avoid being spoon-fed information from others. “Put in the work, because if you expect things to come easily, the chances of your business surviving are almost zero,” she concluded.
