From Domestic Worker to Entrepreneur: How Yaya’s Rusks is Challenging OUMA in South Africa

South Africans love a good rags-to-riches story and few are as heartwarming as that of Nelia “Yaya” Ngulube. By day, she’s a nanny caring for two lively toddlers in Johannesburg. By night (or rather, during nap time), she’s the force behind Yaya’s Rusks, a small business that has quickly captured the hearts, taste buds, and Instagram feeds of thousands.

A Recipe Rooted in Tradition

Yaya’s love for baking didn’t start in a commercial kitchen. Years ago, while working for a family in Craighall Park, she learned her first recipes from the family’s grandmother, who passed down her knowledge along with a handwritten recipe. Over time, Yaya added her own flair, fine-tuning the balance until she had a signature product: muesli rusks.

“They’re my best seller,” Yaya says with a laugh. “Everyone wants the recipe, but that’s still my secret.”

The Leap from Kitchen to Business

Earlier this year, facing financial strain, Yaya confided in her employer, Kate Wilkinson. Wilkinson suggested she try selling her rusks. What started as a small side hustle quickly snowballed. With Wilkinson’s help in promoting her story online, Yaya’s Instagram following shot up to 10,000 within weeks. Orders began flooding in, with some weeks seeing up to 100 bags shipped across the country.

“I was shocked,” Yaya admits. “I never thought people would buy my rusks when there are already so many in the shops.”

But buy, they did. Social media users rallied around her, sharing her posts, placing bulk orders, and even offering free goods and services to help scale her business.

A South African Classic Reimagined

Yaya’s story feels familiar because it mirrors the rise of one of South Africa’s most beloved brands: OUMA Rusks. In the 1930s, Ouma Greyvensteyn of Molteno began baking rusks to fund missionary work. Word spread, and before long, her rusks were being delivered to Johannesburg and beyond. More than 85 years later, OUMA still dominates the market, commanding over 60% share as of 2024.

Much like Ouma Greyvensteyn’s humble beginnings, Yaya’s rusks started as a way to make ends meet. The difference? She’s launching her brand in the digital age, where a single viral Instagram post can turn a side hustle into a sensation.

The Balancing Act

Despite her growing success, Yaya hasn’t left her day job. She continues to care for the twins she nannies, juggling childminding with mixing, baking, and packaging orders. “I’ll always be a nanny,” she says fondly. “But now, I’m also a businesswoman.”

Her partnership with Mamamac’s, a local food business, is helping her meet the demand without burning out. The collaboration means more South Africans can get a taste of Yaya’s Rusks while giving her space to dream bigger.

Social Media Buzz and Public Reaction

On Instagram and TikTok, the response has been overwhelming. South Africans have been cheering her on, seeing her as a symbol of resilience and hope in a tough economy. Comments range from “This is the next OUMA” to “Supporting small businesses never tasted this good.”

Her story has also tapped into a wider cultural pride: the joy of watching local talent challenge corporate giants while staying rooted in community.

More Than Just Rusks

For Yaya, this journey has already changed her life. She has managed to buy a larger oven, save money, and is now working toward her first car. But beyond the personal wins, her story has sparked conversations about small businesses, women in entrepreneurship, and the power of social media to level the playing field.

As South Africans pour their morning tea or coffee, there’s a growing chance that the rusk they dunk might not be from OUMA, but from a small kitchen run by a nanny who dared to dream bigger.

Source:Business Tech 

Follow Joburg ETC on Facebook, Twitter , TikTok and Instagram

For more News in Johannesburg, visit joburgetc.com