In the heart of Uganda, one man’s vision has sparked a wave of transformation in youth employment and entrepreneurship.
Latif Ssendagire, the founder and CEO of the Manage African Area Foundation (MAAF), has built a legacy of empowerment through a humble yet impactful product: shoe cream. What began as a small initiative to tackle unemployment has evolved into an organisation with over 300 projects, changing lives and communities across Uganda.
A humble beginning
Ssendagire’s journey started in 2012, fuelled by a desire to create employment not only for himself but for others too. Like many Ugandans, he faced the challenge of unemployment and sought a solution that would provide opportunities to others as well. His idea was simple but effective: produce a quality shoe cream that could be sold in markets and to individuals alike.
“I started MAAF to create employment for the youth and to earn a living for myself,” Ssendagire reflects. By 2017, five years after its inception, the foundation was officially registered, marking a significant milestone in its growth.
The essence of shoe cream
Ssendagire’s success in producing shoe cream laid the foundation for MAAF’s impressive expansion. His shoe cream, available in colours such as white, dark brown, and the most popular black, catered to various customer preferences. The relatively low start-up cost—between 70,000 and 100,000 Ugandan shillings—made the venture accessible to many. However, Ssendagire emphasises that the key to success lies in more than just affordability; it requires good packaging, high product quality, persistence, effective marketing, and a genuine passion for the work.
“Shoe cream has truly allowed me to thrive,” he says. As demand for his product grew, so did his ambitions. What began as a small business soon transformed into a movement, with over 300 endeavors under MAAF’s wing, many of which include training others in the craft of making shoe cream.
Transforming lives, one project at a time
Ssendagire’s success is not just a personal triumph; it is a beacon of hope for his community. Through MAAF, hundreds of young people have received hands-on training in practical, income-generating skills, helping them break free from the cycles of poverty and unemployment.
The far-reaching impact of MAAF is clear in the lives of those it touches. By offering training in shoe cream production and shoemaking, Ssendagire’s foundation has equipped many people with the tools to start their own businesses or secure meaningful employment. For Ssendagire, watching others succeed as a result of his work brings immense pride and joy.
MAAF’s influence extends beyond training. The organisation plays a pivotal role in the local supply chain, selling products to individual retailers, wholesalers, and markets. The steady demand for shoe care products ensures a sustainable income for both Ssendagire and those he has trained. As a result, MAAF has grown into a self-sustaining enterprise, flourishing year after year.
Personal achievements, community benefits
Ssendagire’s entrepreneurial spirit has not only empowered the youth across Uganda but has also transformed his personal life. “Shoe cream has changed my life to the point where I have built a house and kept my four children in school,” he shares, underscoring the financial stability and personal success that have come from his work with MAAF.
His story is a testament to the power of innovative thinking. Ssendagire took a simple idea—shoe cream—and turned it into a life-changing venture for himself and his community. His ability to balance personal success with social impact exemplifies the spirit of entrepreneurship.
Building a sustainable future
As MAAF continues to grow, Ssendagire remains committed to expanding its reach and impact. The foundation’s success is built on a sustainable model, where the skills taught today lead to future entrepreneurs who, in turn, create jobs and opportunities for the next generation. Beyond shoe cream and shoemaking, MAAF has diversified its operations into areas such as agriculture, crafts, and manufacturing, all aimed at creating employment opportunities for young people. Each project is designed with a single goal in mind: equipping Ugandans with the skills they need to succeed in an ever-changing economy.
Located in Makindye – Kibuye Parish, MAAF has become a hub for entrepreneurial activities and community development. The foundation’s success also reflects the supportive environment in which it operates, fostering both growth and innovation.
Looking ahead, Ssendagire envisions MAAF becoming a household name not just in Uganda but across Africa.
For Ssendagire, the future holds great promise. With more projects on the horizon and a growing network of trained entrepreneurs, MAAF is poised to continue its mission of transforming lives through practical, income-generating skills.
By Dixon Aine
