Ethically sourced ethnic products are not always easy to come by. Ethnic and specialist stores selling the best in ethnic foods and items are often small, local businesses operating out of a bricks and mortar stores. If you’re not in their local neighbourhood, you’ve got no chance. However, CEO and founder of Oja, Mariam Jimoh saw an opportunity close the gap between local specialist stores and online ordering. Her vision was to make the global, hyperlocal, and make people super-happy in the process.
The opportunity she is addressing is massive. Almost 30% of the UK population belongs to a minority/ethnic group (Wikipedia) of some sort. The My-Oja site enables this group to find the specialist cultural products they desire because it signs up independent stores to its app. The double whammy benefit is obvious as these local specialist and minority-owned businesses can reach a wider audience.
It’s all very easy. You pick the cultural product you want to buy from the app and one of the My-Oja delivery drivers will go and collect it, and then bring it to your door!