Launching Project Maua
Launching Project Maua
The Maua business pilot was initiated in 2013 in Kenya in collaboration with Wrigley East Africa. It aimed to provide a new route to market for Wrigley products by engaging consumers in informal settlements and rural areas that were difficult to reach through traditional channels.
Investing in Human Capital
Maua unleashes the benefits of entrepreneurship in challenging business contexts through implementing an innovative business model design that engages the non-financial capital present, but typically hidden, within impoverished areas that lack infrastructure and investment.
Delivering Holistic Performance
Today, Maua is a significant contributor to the Wrigley East Africa business, accounting for around 15% of total sales, which exceed USD 7 million. However, financial capital is only part of the story. Maua is assessed holistically and delivers impressive results across human and social capital metrics.