Empowering dreams: SBL’s bold move to boost women and youth in business

In the heart of Tanzania’s Lake Region, a young entrepreneur carefully balances the day’s earnings behind her counter. Just a year ago, managing finances and inventory felt overwhelming.

Today, she confidently runs her business, charting a path toward sustainable growth. Her transformation is a testament to Serengeti Breweries Limited (SBL)’s ‘learning for Life’ initiative, an ambitiousprogram, for those seeking employment in the hospitality industry, but who may have faced barriers to education and employment in their lives

As one of Tanzania’s leading beverage companies, SBL has long been committed to economic empowerment, particularly for women and young entrepreneurs. Through its ‘Learning for Life’ program, SBL is breaking down barriers to financial independence by providing essential training in business acumen, financial literacy, credit-risk management, inventory control, and leadership development.

The latest phase of this initiative, launched in the Lake Region in partnership with Bridge for Change (BFC), is already transforming the lives of 50 women stockists. The goal is not just to help them survive in the market—but to empower them to thrive.

For many women and young entrepreneurs, access to training and mentorship is life-changing. Magreth John, one of the program beneficiaries, recalls her struggles before joining.

"Before this training, I struggled with managing stock and keeping track of my finances. The program opened my eyes to better financial planning, and today, I make smarter decisions that are helping my business grow. I now have the confidence to expand my stock and even hire an extra hand to support my operations."

Sarah Modesto, a stockist from Shinyanga, shares a similar experience.

"I have learned how to manage my finances, keep proper business records, and grow my capital while minimizing unnecessary expenses. This training has given me a fresh perspective on running my business with greater efficiency and confidence."

For many entrepreneurs, business growth isn’t just about selling more—it’s about mastering the fundamentals of financial management and sustainability.

Tanzania has been actively promoting youth and women’s economic participation, and the ‘Training for Life’ program directly supports these government initiatives. The program provides hands-on training that equips entrepreneurs with financial literacy and risk management skills, enabling them to make informed business decisions and drive job creation within their communities.

Dorice Swai, a stockist from Musoma, highlights how the program has reshaped her approach to business compliance and financial management.

"I never fully understood the importance of record-keeping and tax compliance, but now I know how to do it correctly and work effectively with TRA. I have also gained valuable skills in managing my business more efficiently, ensuring sustainable growth."

Beyond record-keeping, stockists are also learning how to set competitive yet profitable prices—a common challenge among small business owners. Theresia Emmanuel, a stockist from Tabora, explains how the training helped her overcome pricing challenges and risk management issues.

"Before this training, I often underpriced my products out of fear of losing customers, which affected my profits. Through the Learning for Life training, I have learned how to set competitive prices while ensuring profitability. I now understand risk management strategies that will help me navigate unexpected business challenges. This knowledge has given me the confidence to make informed decisions and grow my business sustainably."

SBL’s ‘Learning  for Life’ program is more than just a business skills initiative—it is a catalyst for financial inclusion. By helping stockists formalize their businesses and gain access to financial services and credit, the initiative is creating pathways for entrepreneurs to scale up and build long-term success.

According to Gordon Katundu, Regional Sales Manager-Mwanza at SBL, true progress is measured by the opportunities created for communities.

"Through the ‘Learning for Life’ program, we are not just investing in business skills—we are investing in people. By empowering women and youth with the tools to run successful businesses, we are driving economic independence and long-term sustainability."

As more businesses flourish, they contribute to local economies, increase market competition, and drive innovation—strengthening Tanzania’s business ecosystem.

SBL’s impact on economic empowerment goes beyond one-time training. Through its ‘Learning for Life’ initiative, the company continues to provide mentorship and ongoing support, ensuring that entrepreneurs apply the knowledge gained. By strengthening partnerships with organizations like BFC, SBL is expanding training programs across different regions, fostering diversity and inclusion to ensure that more women and youth have access to economic opportunities.

The success of the ‘Learning  for Life’ initiative proves that when businesses invest in people, the impact extends far beyond individuals—it transforms entire communities. As Tanzania’s entrepreneurial landscape continues to evolve, the need for skills development, mentorship, and financial inclusion remains critical.

SBL’s initiative is paving the way for a future where women and young entrepreneurs don’t just survive—they thrive.