{"id":244937,"date":"2024-11-04T03:50:24","date_gmt":"2024-11-04T03:50:24","guid":{"rendered":"https:\/\/www.ghanamma.com\/2024\/11\/04\/app-boosts-kenyan-hair-braiders-left-behind-by-digital-gender-gap\/"},"modified":"2024-11-04T03:50:24","modified_gmt":"2024-11-04T03:50:24","slug":"app-boosts-kenyan-hair-braiders-left-behind-by-digital-gender-gap","status":"publish","type":"post","link":"https:\/\/www.ghanamma.com\/2024\/11\/04\/app-boosts-kenyan-hair-braiders-left-behind-by-digital-gender-gap\/","title":{"rendered":"App boosts Kenyan hair braiders left behind by digital gender gap"},"content":{"rendered":"<br><div id=\"article-text\">\n                       \n                        \n<p class=\"wp-block-paragraph\">Kenyan hair braider Jemima Atieno spent decades building her business in Nairobi&#8217;s bustling Kenyatta market, only to lose ground to social media after the pandemic as her customers went online to find similar services.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;I don&#8217;t know how somebody can get to social media,&#8221; the 52-year-old told Reuters, reflecting a gender divide that has seen Kenyan men reap benefits from the country&#8217;s expanding online gig economy while women have been left behind.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" alt=\"\" class=\"wp-image-10032631265 lazyload ewww_webp_lazy_load\" style=\"width:840px;height:auto\" src=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-4-2.jpg\" decoding=\"async\" width=\"800\" height=\"489\" data-eio-rwidth=\"800\" data-eio-rheight=\"489\" src-webp=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-4-2.jpg.webp\"\/><img decoding=\"async\" src=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-4-2.jpg\" alt=\"\" class=\"wp-image-10032631265\" style=\"width:840px;height:auto\" data-eio=\"l\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But her business received a boost when she discovered &#8220;Braiding Nairobi,&#8221; an app where users can order braiding services directly to their home, similar to what Uber, Glovo and other digital platforms have done for food and grocery deliveries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Founder Natachi Onwuamaegbu, 25, told Reuters she launched the app in May after interviewing braiders at Kenyatta market, home to hundreds of salons, for a storytelling project.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Braiders told Onwuamaegbu their business went up after she published their stories on Instagram and an online blog.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">She realized she could create an even playing field &#8220;where you don&#8217;t have to be super proficient in Instagram and social media to be able to gain access to a wider web of customers.&#8221;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" alt=\"\" class=\"wp-image-10032631264 lazyload ewww_webp_lazy_load\" src=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-4-1.jpg\" decoding=\"async\" width=\"800\" height=\"517\" data-eio-rwidth=\"800\" data-eio-rheight=\"517\" src-webp=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-4-1.jpg.webp\"\/><img decoding=\"async\" src=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-4-1.jpg\" alt=\"\" class=\"wp-image-10032631264\" data-eio=\"l\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Kenyan women have less reliable internet access than men, and lower education levels translate to fewer digital literacy skills, according to a 2023 International Labour Organisation report.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Only 28% of gig workers in Kenya are female, and a majority are under 25, according to a 2023 study supported by the Alexander Von Humboldt Institute for Internet and Society.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some braiders don&#8217;t have reliable data or are not comfortable using the app, so Onwuamaegbu calls them directly to confirm orders.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So far, 180 customers and around 100 hair braiders have signed up, with more on the waitlist as Onwuamaegbu seeks to expand the app slowly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Experts warn that Kenya lacks laws to regulate the gig economy.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" alt=\"\" class=\"wp-image-10032631262 lazyload ewww_webp_lazy_load\" src=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-3-54.jpg\" decoding=\"async\" width=\"800\" height=\"460\" data-eio-rwidth=\"800\" data-eio-rheight=\"460\" src-webp=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-3-54.jpg.webp\"\/><img decoding=\"async\" src=\"https:\/\/www.myjoyonline.com\/wp-content\/uploads\/2024\/11\/image-3-54.jpg\" alt=\"\" class=\"wp-image-10032631262\" data-eio=\"l\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;There needs to be in place some sort of policies to ensure some security for the gig workers,&#8221; said researcher Kutoma Wakunuma. &#8220;But these policies are slow in the making.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But braiders told Reuters the economic benefits outweigh the risks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;In this app, everything is convenient &#8212; the prices, the style, the client needs,&#8221; said Esther Mulandi, deftly weaving a customer&#8217;s braids. &#8220;For me, it&#8217;s working and growing very fast.&#8221;<\/p>\n\n                <p><strong>DISCLAIMER: <\/strong>The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.<\/p>      \n               \n <!-- Post Tags -->\n                \n\n                        \n\n    \n                                 \n                                             \n                    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Kenyan hair braider Jemima Atieno spent decades building her business in Nairobi&#8217;s bustling Kenyatta market, only to lose ground to social media after the pandemic as her customers went online to find similar services. &#8220;I don&#8217;t know how somebody can get to social media,&#8221; the 52-year-old told Reuters, reflecting a gender divide that has seen [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":244938,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-244937","post","type-post","status-publish","format-standard","has-post-thumbnail","category-top-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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