Amoyta sets the trend for FSD’s crowdfunding scheme

Originally from the coastal town of Obock, Dato Gaas Ali spent more than a decade at the World Food Programme (WFP), travelling Djibouti to oversee food distribution and school enrolment programmes. “After all these years in humanitarian work, I wanted to do something different: become an entrepreneur,” he says. 

In 2018 Gaas Ali identified a gap in the local market: families with toddlers had access to only two types of nappies – expensive high-end products or cheap options of mediocre quality, often unsuitable for infants. Facing this problem with his own son, he decided to do something about it. He sold his Land Cruiser and flew to China where he visited a dozen factories before selecting a certified supplier.

Gaas Ali started his business by importing nappies and sanitary towels, which he sold door-to-door. The beginnings were difficult. “I distributed free samples and canvassed shops one by one,” he recalls. Little by little, his brand, Amoyta, made a name for itself. Today, the brand is available in five supermarkets, 24 pharmacies and 30 wholesalers in Djibouti City.

A turning point with Inclufin

In 2023, the Djibouti Sovereign Wealh Fund (FSD) launched Inclufin, a platform dedicated to crowdfunding. A first in Djibouti, its objective is to support the emergence of a dynamic entrepreneurial class by putting project leaders in touch with investors.

“The challenge is to democratise crowdfunding and encourage Djiboutians to invest in local projects,” explains Abdallah Abdoulkader, head of Inclufin at the FSD. The ambition is to finance around 50 high-potential companies over the next five years and to structure a more inclusive ecosystem.

Gaas Ali is the first to be selected by the platform. He is seeking to raise 6m Djiboutian francs (DJF: $34,000) to consolidate his local presence and begin his expansion into Ethiopia and Somalia. After seven months of campaigning, he has already raised DJF2.5m, thanks to individuals and companies. “I have broken down social barriers: my nappies are bought by both the upper classes and modest families,” he claims.

With demand on the rise, Gaas Ali is looking to the future’s potential. In 2023, he took delivery of three 40-foot containers and expanded his range with shampoos, powders and baby oils. His turnover for 2024 is estimated at several tens of millions of Djiboutian francs.

But his real focus is on local production. “The long-term objective is to set up a factory in Djibouti to reduce import costs and create value locally,” he says. This ambition echoes Inclufin’s mission: “In the long term, we want these companies to produce locally and no longer be content with importing,” says Abdallah Abdoulkader.

A model for future entrepreneurs

At the same time, Gaas Ali is campaigning for a more favourable environment for entrepreneurs. He founded the Network of Ambitious Djiboutian Entrepreneurs (REDA), which brings together operators in the crafts, agribusiness, tourism and other sectors. “We have more weight when we are in a group,” he points out.

His career illustrates a new dynamic in Djibouti: that of entrepreneurs who innovate and organise themselves without waiting for support from the banks. If his campaign is successful, it could pave the way for other fundraisers of the same kind. 

This is a key stage for Inclufin, which hopes to see the emergence of a generation of business leaders capable of transforming the Djiboutian economy. “My objective is to cover 100% of the national market before going on to conquer the neighbouring countries,” concludes Dato Gaas Ali.