Productivity SA's Heidi Grimbly (left) and Gingi Gama (right)

Started in 2003 with about 15 master crafters, things have not been a smooth sailing for Yesintu Arts and Crafts, which is now becoming the pride of KwaZulu Natal. After overcoming so many challenges, the project has developed in many ways through the help of Productivity SA. Productivity SA identified the arts and crafts sector as an industry that can absorb low-skilled people in an effort to alleviate poverty and reduce unemployment. The Social Plan, a programme of the Department of Labour (project managed by Productivity SA) subsequently established and funded Yesintu together with the Department of Finance and Economic Development in KwaZulu-Natal. Through this project, the intention of Social Plan is to build capacity in the South African arts and crafts industry,and to develop small, medium and micro-enterprises (SMMES), to meet the domestic and international arts and crafts demand.

In line with this, Yesintu mission is to supply the more formal sector of the global economy with consistently good quality products in sufficient quantities with innovative designs that will satisfy market demand and thereby create a sustainable demand for the range.

Yesintu’s marketing strategy is to extend its distribution outlets, both country-wide and to the international world. The project has hired a stand at the Absa International Trade Bureau (AITB), recently launched at OR Tambo International Airport. The AITB is a world-class permanent exhibition facility, showcasing 122 South African export companies representing the country’s 14 major industry sectors. The fact that the centre is at the doorstep of an international airport also means that it will boost growth and development of South Africa’s products. The country receives over 1,4 million business visitors each year, and Yesintu hopes to benefit from that. “Our stand should attract a lot of people as we are showcasing some of our best products”, said Yesintu Project Manager, Gingi Gama.

The exhibition stands are occupied by companies ranging from large blue chip organizations to smaller emerging enterprises. “The 122 stands within the centre are clustered by sector and are designed to be mini-sector pavilions, representing the best that South Africa has to offer”, said the International Trade Bureau Chairman, Vusi Nhlapo. Speaking during the launch, Ekurhuleni Mayor, Duma Nkosi said, he hopes this will have a positive local impact and not only benefit the international world. “It is a very important initiative, those who want to participate will find this a stepping stone towards economic growth”, said Nkosi.

The centre will be advertised through South Africa’s Trade and Investment promotion offices around the world, in the in-flight magazines of major airlines and onsite promotions. 

By Olwetu Gwanya
April 2007