For the very first time, Rwanda is slated to host the regional Jua Kali, exhibition this month. The expo that was initially held in Kenya had only been rotating amongst the original three East African countries including Uganda and Tanzania.

Under the theme "empowering the handicraft industry as the engine of economic growth”, His Excellency Paul Kagame will grace the official opening of the exhibition which is due to take place from November 27th to 7th December.

Organised by the East African Community Confederation for the Informal Sector, the expo is set to promote the informal sector especially those in the art and craft industry.

The set venue is Gikondo expo grounds near the Private Sector Federation (PSF) headquarters. So far, preparations for the regional exhibition are already in full gear.

"Apparently, we have already received Rwf150 million from Ministry of Commerce as a contribution to the organisation of the expo. We are also mobilising our local exhibitors such that they can participate in big numbers and meet our set target of 400 Rwandan exhibitors,” Chantal Magnifique, the Director Chamber of crafts, artists and artisans in the PSF told The New Times.

British American Tobacco (BAT) has always been amajor sponsor of all Jua Kali exhibitions since their initiation. Ahead of the expo, BAT provided $80,000 (Rfw44 million) to finance the preparations of this year’s event.

Over the years, BAT has disbursed over $500,000 (Rwf270 million) with $70,000 (Rfw38 million) per event as support for the previous Jua Kali exhibitions.

Jua Kali is one of the various annual platforms through which artisans within the region are able to market their products.

According to Magnifique, 269 exhibitors from Tanzania, 306 from Uganda and 200 from Kenya have already confirmed attendance.

The East African Jua Kali Exhibition is the largest Small and Medium Enterprises’ exhibition in the region that brings together artisans of all trades ranging from wood carvings, furniture, pottery, food production, textiles, and leather, jewellery and personal care products displaying to the prospective buyers.

Rwanda’s opportunity to host this year’s Jua Kali exhibition is attributed to the continuous progress that the country’s products have registered since it first took part in the exhibition in 2004.

Magnifique adds that over the years, the unique artwork of Rwandans in the handicraft sector has continuously impressed the out side world thus increased market for Rwandan art.

Often, a number of Rwandans would be pre-selected for participation in the previous Jua Kali exhibitions. However, this time round many will have the chance to participate since the expo has been brought home.

"Since the expo promotes micro medium and small enterprises, we hope that all the artists and artisans benefit through networking and transfer of knowledge,” she said.

Jua Kali which literary means, "hot sun” refers to the designs locally made by handwork to boost incomes of artists and artisans.

Rwanda has a fast growing handcraft sector with many people mainly involved in basketry, art and craft, such exposure therefore is an opportunity to present their products to potential markets.

The sector is also estimated to provide employment to over 10 million people in Kenya, Uganda, Tanzania and Rwanda. Boosting their small incomes therefore, increases per capita income  leading to economic development.

In the after math of Rwanda’s 1994 genocide, the exhibition strategy has commonly been used as a way of promoting most of her sectors such as the information and communication technology sector, the handcraft sector and the agricultural sector among others.

To facilitate this need, annually, PSF organises the Rwanda international trade fair (RITF) as another platform through which Rwandans and foreigners can unveil their potentials.

This year’s RITF expo that took place last September attracted 219 local exhibitors and 93 international exhibitors.

Exposure of products is an ultimate marketing strategy. Customers get to interact with the producers and ask all sorts of questions. Other buyers also get to see a lot of value in the product when demonstrated.

Rwandans in the handcraft industry should therefore endeavour to register for the up coming Jua Kali exhibition especially since it is set to attract a wide range of buyers.

Contact: keishaed@yahoo.com