In Kenya, the term Jua Kali evokes images of artisans welding under the sun, roadside mechanics fixing engines, and tailors stitching away in open-air stalls. Literally meaning “hot sun” in Kiswahili, Jua Kali represents the country’s vibrant informal economy—home to millions of self-taught, self-employed workers who power everything from metalwork and carpentry to plumbing and shoe repair. But today, a quiet revolution is underway: the Jua Kali sector is going digital.
The Backbone of Kenya’s Economy
The Jua Kali sector accounts for over 80% of employment in Kenya and contributes significantly to the country’s GDP. It’s a lifeline for youth, women, and low-income earners who may lack formal education but possess valuable skills. Yet for decades, these workers have operated in the shadows—unregistered, underbanked, and often overlooked by policy and technology.
That’s changing fast.
Smartphones and Social Media: The New Toolkit
With over 66 million mobile connections in Kenya and smartphone penetration exceeding 58%, Jua Kali artisans are increasingly using digital tools to market their services, communicate with clients, and manage bookings. Platforms like WhatsApp, Facebook, and TikTok have become informal storefronts, allowing fundis, mama-fuas, and DJs to showcase their work and attract new customers.
A 2023 study by Strathmore University found that over 79% of artisans owned smartphones, and while only 31.5% were actively using them for business, the potential for growth is massive. With basic training in digital literacy, these numbers could skyrocket—unlocking new income streams and professional visibility.
Platforms Like Balozy: Bridging the Gap
Apps like Balozy are stepping in to formalize and digitize the Jua Kali experience. By offering verified profiles, customer reviews, and easy booking systems, Balozy helps artisans build trust and reach clients beyond their neighborhoods. For customers, it’s a safer, faster way to hire skilled pros. For artisans, it’s a digital CV, a marketing tool, and a job board all in one.
This kind of platform is especially powerful in underserved regions like Lodwar, where traditional job opportunities are scarce but talent is abundant. By connecting artisans to digital work, Balozy and similar apps are turning mtaa hustle into structured, scalable careers.
Challenges on the Road to Digital Inclusion
Despite the progress, barriers remain. Many artisans lack formal education, making it harder to navigate apps or understand digital marketing. Others face infrastructure issues—poor internet, limited access to smartphones, or lack of electricity. And while digital tools can boost visibility, they also introduce competition from across the country.
To bridge this gap, Kenya needs targeted interventions:
- ✅Digital training hubs in informal settlements
- ✅Subsidized smartphones and data bundles for artisans
- ✅Localized content in Kiswahili and Sheng
- ✅Partnerships with county governments to promote digital inclusion
The Future: Hybrid Hustles and AI Integration
As Kenya embraces AI and the Fourth Industrial Revolution, the Jua Kali sector must not be left behind. Imagine a fundi using AI to generate quotes, a tailor using augmented reality to preview designs, or a carpenter receiving automated job leads based on location and skill.
Already, some artisans are experimenting with mobile payment integrations, digital receipts, and customer feedback loops. With the right support, the Jua Kali sector could become a model for inclusive digital transformation—not just in Kenya, but across Africa.
Final Thoughts
The Jua Kali spirit is one of resilience, creativity, and hustle. By going digital, Kenya’s informal workers are not abandoning tradition—they’re upgrading it. And in doing so, they’re proving that the future of work isn’t just in glass towers or tech parks—it’s also in the open-air stalls of Kamukunji, the dusty roads of Kisumu, and the welding shops of Eldoret.
The sun may still be hot, but the tools are getting smarter. And that’s a future worth building
