A Deliveroo for tampons and contraceptives is circumventing stigma in rural Africa

Kasha allows women to order health products and contraceptives online to avoid embarrassment and stigma
Kasha allows women to order health products and contraceptives online to avoid embarrassment and stigma Credit: Kasha

On a continent which has often neglected women’s health, Rwanda is making waves. Almost half of married women in the country use contraception, a dramatic increase since the millennium when this figure was just six per cent. 

But challenges persist and Kasha, a 'femtech' start-up, has developed what amounts to a Deliveroo for women's health to overcome embarrassment in the East African country. 

“Around the world women are not going to clinics - it’s such a big deal to go in and ask for things like contraceptives and menstrual products,” Joanna Bichsel, CEO and co-founder of Kasha, told The Telegraph. “We want to change the way women, especially in developing countries, are able to access health products.”

Established only two and a half years ago in Rwanda, the company has recently launched in Kenya. It allows thousands of women to order affordably priced products - from sanitary pads and condoms to shampoos and body lotions - on their mobile phones. 

Customers can order online, or those without smartphones can dial *119 to use an offline, text message based version to make purchases. The orders are then dispatched and delivered to their door in discreet packaging by moped or, in particularly remote regions, a local Kasha ‘agent’. 

“There was absolutely a gap in technology serving women and women’s needs,” said Ms Bichsel, who started the company with business partner Amanda Arch after leaving the Seattle tech bubble. 

“We have an e-commerce model, but we have chosen to optimise for women and underserved consumers."

The approach appears to be working; Kasha delivered its 100,000th order this month and has close to 20,000 customers. Products which are seen as 'embarrassing' to purchase in shops - including sanitary pads, condoms, HIV tests and emergency contraception - have been the most popular purchases. 

“We serve women across segments, from low income women in rural communities to executive women in offices,” said Dianne Dusaidi, Rwanda country director. “We’ve actually been surprised with how popular we’ve been with rural areas, we thought Kasha might just appeal to the middle classes.”

Central to the company's appeal is what it calls the "Kasha ladies". Built on an Avon-style model, the company employs 75 women who work in predominantly rural communities, to build trust with clients and explain how e-commerce - still in its infancy in Rwanda - works. 

“The majority of our agents are widows, single mothers or breadwinners,” said Malyse Uwase, regional health and impact manager. “We look for women who are motivated and trusted in their community, who can talk through products and help people through the ordering process. They’re the face of Kasha.” 

Kasha received funding from the UK’s Department of International Development (DfID) and Unilever’s Transform programme to get started, but hopes to be profitable and self sufficient by early 2020 - and to expand across the developing world.

"Kasha was built to be global," said Ms Bichsel. "More people should be watching the 'femtech' space, it has the potential to revolutionise women’s health.” 

  Protect yourself and your family by learning more about Global Health Security

License this content