Indigenous knowledge is an essential aspect in the agricultural space. Rural communities preserve information and pass it down through many generations. South Africa is amongst the top ten biodiverse countries. This land encompasses a wide range of plant and marine species.
Tea is one of the products where indigenous knowledge is valued. This is evident through Setšong Tea Crafters, who serve as a voice for holders of traditional knowledge in rural communities. In this week’s founder focus, we’ll dive into the journey of the founder of Setšong Tea Crafters, Retang Phaahla.
Turning Indigenous Knowledge Into a Sustainable Business
Retang explains that they drew inspiration from lived experiences. “Coming from Sekhukhune, Limpopo, indigenous plants and traditional remedies are part of everyday life. It is knowledge passed down through generations, yet largely undervalued in formal markets,” she says.
Setšong Tea Crafters identified an opportunity not only to preserve this knowledge, but to create a model where it could be recognised as intellectual property and translated into economic value for rural communities. Thus the business exists to bridge that gap, honouring heritage while creating ownership and opportunity for the communities that hold this knowledge.
Phaahla turned culture and community into a structured, operational business. “The shift required moving from intention to structure. We formalised the business, built partnerships with community cooperatives, and developed a clear value chain,” Ratang explains.
The business invested in research and product development, worked with scientific institutions to validate its products, and implemented systems for processing, quality control, and distribution. At the same time, ensuring that community ownership remained embedded in the business model.
“It was about translating something deeply cultural into a business that could operate, scale, and compete, without losing its essence,” she says.
The Challenges of Building and Scaling a Rural Business
Retang explains that infrastructure has been one of the biggest challenges. She says logistics, access to processing facilities, and distance from major markets all add complexity and cost.
The founder of Setšong Tea Crafters explains that another challenge has been perception. Indigenous products are often misunderstood or undervalued, so part of our work has been shifting how they are positioned, moving from “alternative” to premium and globally relevant.
“Scaling also required navigating compliance, certifications, and retail readiness, which can be resource-intensive, particularly for a business rooted in a rural context,” explains the founder.
Applying Quantity Surveying Principles to Business Growth
Retang Phaahla has a background in quantity surveying, which has played a significant role in shaping how she runs Setšong Tea Crafters. While the industry may seem far removed from tea production, the skills gained through quantity surveying have helped her build a business that is both efficient and sustainable.
“My background in quantity surveying shaped how I think about structure and efficiency. It trained me to understand cost drivers, manage resources carefully, and plan for long term sustainability,” she says.
These skills have influenced how the business approaches pricing, production, logistics, and growth. By understanding the financial impact of every business decision, Setšong Tea Crafters has been able to build systems that support both purpose and profitability.
She says, “In the business, that translates into a strong focus on unit economics, pricing, and scalable systems. Whether it is production, logistics, or infrastructure investment, I approach decisions with a clear understanding of cost implications and risk.”
Retang believes that purpose alone is not enough to build a lasting enterprise. Businesses must also be commercially disciplined if they are to create meaningful impact over time.
Maintaining Quality While Scaling
As demand for indigenous products continues to grow, maintaining consistency becomes increasingly important. For Setšong Tea Crafters, quality begins long before products reach consumers.
“Consistency starts at the source,” Retang explains. “We work closely with our cooperative partners to ensure proper harvesting practices and handling of raw materials.”
The company has implemented standardised processes throughout its operations to ensure every product meets the same quality standards. This includes quality control measures, laboratory testing, and carefully managed processing systems.
“We’ve implemented standardised processing methods, quality control systems, and lab testing to ensure our products meet required standards.” As the business grows, it is also investing in mechanisation that improves efficiency while preserving the unique qualities that make its products authentic.
“It’s about balancing scale with authenticity,” says Retang.
Balancing Heritage and Commercial Success
One of the most important lessons Retang has learned as an entrepreneur is that cultural preservation and commercial growth cannot be treated as separate goals. “The biggest lesson is that preservation without participation becomes extractive,” she says. “Communities must be meaningfully included, not just as suppliers, but as stakeholders.”
This philosophy sits at the heart of Setšong Tea Crafters’ business model. The company seeks to create economic opportunities while ensuring that the communities who preserve indigenous knowledge remain active participants in the value created.
At the same time, Retang recognises the importance of maintaining a commercially sustainable business. “The business must remain commercially viable. Balancing purpose and performance requires constant alignment, intentional decision making, and strong systems that protect your values as you grow.”
Lessons for Entrepreneurs Working With Indigenous Knowledge
For entrepreneurs interested in building businesses around indigenous knowledge or untapped local resources, Retang encourages them to start with respect.
“Start with respect for the knowledge, the people, and the context it comes from. Indigenous knowledge is not just a resource; it is heritage.” She also stresses the importance of creating strong foundations from the beginning. Having clear systems, understanding market opportunities, and building sustainable operations are all critical for long term success.
“Build structure early. Invest in systems, understand your market, and ensure your business can operate sustainably.” Perhaps most importantly, Retang encourages entrepreneurs to be patient.
