Enhancing Entrepreneurship in Rural Marginalized Areas: A Case of Hypercheck Nabantu Initiative

Abstract

Purpose: South Africa's urban markets are dominated by large retailers, leaving rural communities with high travel costs and limited access to affordable goods. Local tuck-shops charge inflated prices, creating challenges for rural entrepreneurs and exacerbating unemployment. To address these issues, the Hypercheck Group launched the Nabantu initiative. This program empowers disadvantaged individuals by fostering small businesses in rural and township areas. Nabantu aims to improve economic opportunities and accessibility in underserved communities. The SPODER model was adopted for this study. Purpose: To explore challenges experienced by marginalized rural and township entrepreneurs, and to further assess whether the Nabantu entrepreneurship project can be considered a viable and sustainable proposition to South Africa’s unemployed crises. Methodology: Qualitative research techniques were used to collect data from the customers, participating entrepreneurs and the Nabantu concept developers of the Nabantu initiative stores. Purposive sampling was employed to gather qualitative data from concept developers and the two Nabantu entrepreneurs. Convenience Sampling was used for the Nabantu stores customers. Findings: Insights gleaned from practicing entrepreneurs highlight the pivotal role Nabantu Stores can play in fostering economic empowerment. The success of these stores hinge on continued supply of inventory and technology support from the concept developer with a strategic shift towards an expanded entrepreneurial ecosystem. Customers benefit from the convenience, affordability, and community engagement offered by Nabantu Stores, positioning them as a viable solution to South Africa's unemployment and poverty challenges. The study proposes a comprehensive model aimed at enhancing the retail experience for all stakeholders, including store owners, customers, and Hypercheck representatives. Implications: The study highlights Nabantu Stores' potential to drive economic empowerment and tackle unemployment and poverty in South Africa. With a reliable supply chain and strong technological support, these stores can become sustainable hubs in a broader entrepreneurial ecosystem. Their convenience, affordability, and community engagement boost local economic activity while benefiting customers. Originality/Novelty/Vlaue: the proposed model enhances the retail experience for all stakeholders, fostering collaboration and long-term growth. This approach serves as a blueprint for similar initiatives promoting socio-economic change in underserved communities