A Taste of Africa — and a Glimpse of Tomorrow
In our latest start-up interview, we introduce you to a young founding duo who impressively combine taste, culture, and social responsibility: Ben Aziabou and Marya Kapenda, the minds behind Afro Drinks by BAM. What began as a shared vision of two students is now a passionate project that aims to bring authentic African drinks to Germany while opening up new perspectives for children and adolescents in Lomé. In today's interview, we talk about the courage it took for the two of them to start their business despite their studies and part-time jobs. We will address the challenges they have overcome along the way and learn what makes their beverages so exceptional.The following interview was translated into English by WORLDFACTORY.
Please introduce yourselves briefly as a founding team. What are your strengths?
Hi, we are Ben (computer science student at TU Dortmund University) and Marya (management and economics student at Ruhr University Bochum). Together, we founded Afro Drinks by BAM GmbH. We share the vision that taste brings people together and can serve as a bridge between cultures.
Describe your start-up idea:
Our founding idea arose from the desire to bring a piece of African culture to Germany and thereby connect more than just a beverage. We want to introduce authentic African drinks here and give something back at the same time. Part of our profits will go towards building a youth center in Lomé—a place where children and teenagers can learn, laugh, and simply be kids. With every drink sold, we want to help create opportunities and build hope.
How did you first come up with the idea of founding a start-up?
We always wanted to make a difference in society, but initially didn't have the financial means to start a large project. At the same time, we kept asking ourselves why it was so difficult to find authentic African drinks in German supermarkets. This combination of social motivation and a gap in the market that we had experienced ourselves gave rise to the idea of founding a start-up: a company that brings African drinks to Germany—and creates a positive impact with every sale.
How did you balance starting the company with your studies/career?
Since we are both still studying and working part-time, founding the company has been a real challenge—and still is today. We juggle lectures, exams, working hours, and tasks at the start-up all at the same time. This often means long days, a lot of organization, and a willingness to sacrifice some of our free time. Nevertheless, we realize that we are so enthusiastic about the idea that we are happy to invest this extra effort. Our studies and jobs give us important additional experience and security as we build our start-up step by step.
For us, the WORLDFACTORY means...
... the first address to go to in order to develop your own ideas and get the necessary advice. We would recommend WORLDFACTORY to anyone who wants to start a business.
What are the biggest challenges you can face and how do you deal with them?
The biggest challenges include uncertainty, limited resources, and the constant balancing act between studying, working, and running a start-up. You encounter bureaucratic hurdles, financial issues, and moments when things don't go as planned. It's crucial to stay organized, set priorities, and build a network of advice and support early on. Dealing with setbacks openly and remaining flexible helps you get through these phases and carry on.
What is special about your start-up?
What makes our start-up special is the combination of cultural taste and social added value. We bring authentic African beverages to Germany, thereby not only creating new taste experiences but also raising awareness of African culture.
What is your current situation and what are the next steps?
We are currently in the middle of the sales process and are focusing on acquiring new customers. At the same time, we are working on expanding our brand awareness, reach, and network. Next, we want to launch additional beverages, expand our financial capabilities, and achieve further listings in traditional and organic supermarkets.
Your tip for all those interested in founding a company:
Be courageous, persevere, and take every opportunity to seek advice and support—your idea can achieve more than you think.