[#WomenInBiz] From HR to 'momtrepreneur', Q&A with Sedeeqa Kalam

Kalam is a 'momtrepreneur', juggling motherhood while running her startup. Her professional career started in human resource management and using those skills, she started her own business.

Organic Baby (@OrganicbabySA) began as a quest to find the best organic products for her daughter in order to protect her from the harsh chemicals and hormones found in some commercial products sold today. This quest turned into a lifestyle that she wanted to share with like-minded parents.

Sedeeqa Kalam, Founder, Organic Baby Online

What made you venture into online retail?

Sedeeqa Kalam: A lot of people are feeling more confident going the online route, and as a new mom, it is the most convenient way to get your shopping done - that was my motivation to do it. As a parent, you don't always have time to go to malls - you're at home and you're busy and you've got so many things to juggle.

Do you have any plans for a brick & mortar setup?

Kalam: I chose to go the online route to assist the busy, on-the-go mom, especially as eco-friendly and organic products are not always readily available at the closest store. But yes, that's definitely something that's in the pipeline. I have currently set up shop at Root 44 in Stellenbosch, so hopefully in the future that is something I might be able to explore further.

Are your products 100% organic?

Kalam: We try our best to stock 100% organic, local products. Unfortunately, in South Africa there is no certification body to regulate organic products. There is a certification body called EcoCert based in France that many of our brands use to certify their products. This makes it harder for smaller startup businesses to get certification as the process is quite pricey.

Sometimes we have to use our own discretion, but we are transparent. We don't vouch for products as being organic if they aren't organic.

How do you vet your products against greenwashing?

Kalam: It is harder in South Africa than in other countries, as I mentioned before, because we do not have a body to regulate the industry. There are certainly false claims and we are aware of greenwashing tactics, however, the regular consumer isn't always aware of this and that is why we always share useful information on our Facebook page to combat this.

How big is the organic product market in South Africa at the moment - what are the current trends?

Kalam: It's not very big in South Africa yet, but it's definitely growing. Most people are not aware of the toxins in commercial brands, but social media and celebrities, such as Jessica Alba, have definitely increased awareness.

Overseas, and especially in Europe, New Zealand and Australia, it's quite huge. There was a study in Europe that three out of four baby foods are organic. People are opting for organic baby foods - it's actually turned into a billion dollar industry. There's a big trend overseas - I'm not sure if it's the low purchasing power or if South Africans are not quite aware of the benefits of going organic, but it's definitely growing.

What are some of your favourite organic products?

Kalam: I love this question, but it's very difficult to answer because I have a favourite in so many brands - they've got different uses and sometimes specialise in different things. Some of my favourite brands include Pure Beginnings, Oh-Lief, and Naturals Beauty.

How do you juggle being a parent and running a startup?

Kalam: It is quite challenging, and you do need a support system, because having a startup is like having another baby. It's a lot of late nights, it's a lot of hard work, it's a lot of energy involved, so you have to have your support structure in place. It's helped me tremendously through all this, and I still need it. I think startups need that support system until, like your baby, it's on its feet and up and running.

What advice would you give to someone thinking of breaking into the online retail market in SA?

Kalam: You must make use of social media platforms to make yourself visible, because if you don't make yourself visible online, you don't exist. You have to use it to get to your followers, to gage interest, to gain some momentum in what you are offering, and use it as your research tool.

Do you think it's important having a month dedicated to women in South Africa?

Kalam: I do. We have many phenomenal women in South Africa, and we have come a long way, but many women still face discrimination in business. Until women are free ofthis, society will never reach its full potential. Women are in many cases the sole bread winners in the family and mothers are the backbone in society, so we should empower them and they will empower the next generation of women.

What is your message for Women's Month?

Kalam: We go through so many challenges as women but we should stand together and empower one another. By doing this we will empower future generations. An example of this is an initiative called Mommy Mall, created by Naomi Bütow - it is a Facebook page with over 8000 women in business supporting one another. This initiative has helped my business and many other women-owned businesses grow. That way we are all helping each other, we are lifting one another, we are supporting each other to be better.

Go to www.organicbabyonline.co.za for more info.