The domestic worker-turned-business owner taking on one of South Africa’s most iconic brands
Nelia Ngulube, known by many as Yaya, has gone from working as a domestic worker to forging her own rusk business empire that is quickly becoming popular across South Africa: Yaya’s Rusks.
What started earlier this year as a way to earn extra income has now grown into a business that has the potential to disrupt iconic brands such as OUMA’s Rusks.
Speaking to BizNews about her story, Yaya said her journey began in April when she spoke to her employer about financial difficulties.
Yaya recalled talking to her boss about how she was struggling financially, and her boss suggested that she try selling her delicious rusks.
“At first, I thought, no way, who is going to buy rusks when there are so many brands in the big stores’ but we decided to give it a try, bought the ingredients, and that’s how everything started,” Yaya said.
Her ability to bake came from her time working for a family in Craighall Park years earlier. “The granny there used to teach me, and she even gave me her recipe,” she explained.
“Over the years, I edited it, added my own touches, and eventually came up with my version.”
Her current product is a single flavour, muesli rusks, which she said remains her best seller. “People always ask me for the recipe, but I haven’t given it away yet.”
After posting about her baking on Instagram, the response was far greater than she expected. “Within weeks, I had 10,000 followers and orders pouring in,” she said.
“I was shocked. I couldn’t believe how quickly it grew; it was a lot for me.” Messages of support and offers from companies followed, with some providing free goods or looking for ways to help her expand.
Despite the growth, Ngulube has kept her job as a domestic worker.
“I’ll always be a nanny,” she said. “I’m looking after two little twins who just turned two. They keep me busy, but during their long nap, I manage to bake.”
Yaya’s story not so different from OUMA Rusks
Over the past 16 years, Yaya has worked with four different families and continues to balance childcare with her rusk business.
At present, she sells between 60 and 100 bags of rusks per week, either through direct collection or by courier.
Her current employer, Kate Wilkinson, who works as a social media consultant, played a role in getting the word out.
“When I heard Yaya wanted to sell rusks, I knew it would be a success if we could get her online and tell her story. We started taking videos, posting daily, and it just took off,” Wilkinson said.
The speed of the response surprised both of them. “The support from across South Africa and even internationally has been incredible,” Wilkinson added.
Yaya’s Rusks has now partnered with Mamamac’s, a small food business, so even more people will be able to enjoy and support her rusks.
The small business said it noticed Yaya was struggling to meet demand and suggested they work together to increase production.
The partnership, while still in its early stages, is expected to help Yaya scale up without having to do all the baking herself.
While Yaya’s business is still relatively small, her story isn’t so different from the story of the country’s most beloved rusk brand, OUMA Rusks.
OUMA’s Rusks also began as a small-scale project in the 1930s, in the small town of Molteno in the Northern Cape. Ouma Greyvensteyn began baking rusks to raise money for missionary work.
Orders quickly spread beyond her town, reaching Johannesburg and other parts of the country, eventually turning the product into a household name.
For over 85 years, OUMA Rusks has been a staple in South African homes. OUMA’s growth shows what is possible for small ventures.
Today, the brand is owned by RCL Foods and continues to dominate the South African market, holding a 60% market share at the end of 2024.
While Yaya’s business is not as large, OUMA’s Rusks shows that an idea can grow from small kitchen batches to a nationally recognised product.
Despite its potential, Yaya noted that the business has already made a difference in her personal life.
“It’s been a big help. I managed to buy myself a big oven for baking, I have savings in my account, and now I’m working towards buying my first car.”
Yaya’s Rusks
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