From Hair Loss to Cross-Border Trade: How One Woman’s Healing Sparked a Scalable Organic Enterprise

By Regina Pasipanodya

When Lienne Shonhiwa (39) first mixed oils in the kitchen, she was not focused on profit but was seeking solution to her problem.

In 2017, the Harare-based entrepreneur struggled with postpartum shedding; a condition that causes hair loss after childbirth.

At the time, what she only wanted was to find home-made solution for her problem.

“Surprisingly, my products were born out of my own selfish needs. I wanted a solution to my hair problem,” she shared at the national capacity-building workshop on Unlocking Opportunities for SMEs under AfCFTA, organized by the United Nations Economic Commission for Africa.

That “selfish need” turned into a ‘big brand’ today commonly known as Manetain Organics.

What began as a home remedy has transformed into a business that not only restores hair but also redefines what is possible for Zimbabwean small enterprises.

From Backyard Hustling to Retail Shelves

When Shonhiwa found herself a remedy, she also thought of others who might have been going through the same problem as hers.

She introduced her remedy into the market starting by selling to her locality.

“The idea’s first customers were family and friends whom I reached out through word of mouth and use of social platforms like WhatsApp and Facebook. The next platforms were weekend markets, local fairs, and pitches to pharmacies,” Shonhiwa shared.

Each step was a shift, a display of resilience in Zimbabwe’s unpredictable business climate.

Her big break came when Manetain Organics was launched and listed by Pick n Pay.

“For something that started in my home and to walk into a retail supermarket as big as Pick n Pay and see it there on the shelves was a huge achievement,” she said.

But her journey did not stop at national shelves.

Through ZimTrade’s Eagle’s Nest program, where she was the first winner, Shonhiwa embarked on her first regional trade mission to Zambia.

There, she found not just a market but a change in mindset.

“That trade fair changed my limited thinking about what is possible for us as small businesses.”

Her experience reflects the advice from Tatenda Machirori, Client Expert at ZimTrade, who urged SMEs to move beyond informal cross-border practices and adopt formal channels like the Simplified Trade Regime (STR) during the same workshop.

“You cannot just put your products on the bus and give the driver something,” Machirori said. “But with STR, you can trade formally even with low-value items.”

Machirori emphasised ZimTrade’s efforts to bridge the gap through programs like Eagle’s Nest for general enterprise development.

These initiatives aim to help SMEs move from survival mode to scalable impact.

“We’re trying to enable people to create products that can supply different markets, not just for our own consumption,” Machirori explained.

Trusted Reputation

As for Shonhiwa, she learned that Zambian consumers appreciate Zimbabwean products. From Mazoe to Kefalos, the reputation for quality was already strong in Zambian market and Matetain Organics fitted right in.

“They love our products. When they come to our exhibition hall, they get excited.”

She encouraged SMEs to start small and nearby.

“Zambia is close. You can get on a bus and go. Smaller markets are easier to handle,” she said.

A Call for Structural Support

Despite her success, Shonhiwa is open about the challenges.

She emphasised that access to finance remains a barrier, even when there is demand.

“If we were supported as I think we should be, it wouldn’t have been hard for me to approach a financial institution and say, ‘Look, these guys want my product.’”

Her frustration is shared across Zimbabwe’s SME sector. According to the Ministry of Women Affairs, Community, Small and Medium Enterprises Development, SMEs provide over 60% of jobs and nearly 50% of GDP, yet 84% still operate informally, limiting access to credit, workspace, and markets.

While SME lending increased modestly to 7.5% of all bank loans in 2024, many entrepreneurs still lack collateral or the financial knowledge to meet institutional requirements.

The Ministry has responded with a multi-faceted strategy:

• A ZWL$500 million SME facility to increase productivity
• Women’s Microfinance Bank and SMEDCO offering tailored loans
• Cluster development initiatives in honey, marula, and baobab to scale up production
• A push for digital transformation to integrate SMEs into AfCFTA value chains

Minister of Women Affairs, Hon. Monica Mutsvangwa has called for a bold rethinking of the SME Act to reflect the realities of Zimbabwe’s 4.8 million-strong SME sector, especially focusing on women-led enterprises.

“The SME sector is not just a part of our economy; it is the very pulse of our nation’s progress,” she remarked recently.

Shonhiwa credits institutions like ZimTrade for helping SMEs explore new markets and views the African Continental Free Trade Area (AfCFTA) as a game-changer if paired with real support.

“You realise quickly when you enter new markets that there’s a lot to improve as a small business.”

Shonhiwa’s story is more than a business case; it serves as a blueprint for how personal struggles can lead to scalable solutions.