Subria Didas: Illuminating Progress through Entrepreneurship and Innovation

Subria Didas has always been a businesswoman at heart. When she tackles a project or enterprise, she approaches it with a unique blend of passion and strategic thinking, ensuring each venture not only succeeds but thrives.

Together with her husband, Massawe, and their five children aged 15 to 30, Subria has transformed their farm outside of Moshi,Tanzania into a vibrant hub of activity. They grow a variety of crops, including maize, okra, eggplants, and papaya, and they raise chickens and goats.

Although her husband Massawe’s position as an agricultural middleman was profitable, Subria recognized that it offered limited growth potential. Subria decided to open a kiosk and sell vegetables and other groceries in town. Soon, she purchased a plot of land to grow her own crops so she did not have to depend on other farmers for her produce. Massawe was impressed at her success and independence, and Subria’s kiosk’s success allowed them to buy and cultivate their own land, shifting to farming their land together.

Adding Solar Sister to her business endeavors in 2019 has been a game changer for Subria. Selling solar lights has not only brought in a solid income but also helped her invest back into their farm and start building their dream farmhouse. These solar lights are essential for the community, especially since power outages are common around Moshi, and many locals use these lanterns for nighttime farm work.

Subria’s involvement in a women’s savings group and her presence at market days have made her a well-known figure in solar product sales. She also values the “solution seeking” module from her Solar Sister business training, which has opened her eyes to new possibilities and helped her tackle the everyday challenges of running and expanding a business. Subria also gained advanced business insights as a part of our Business Booster Program in 2023.

One of her proudest achievements is installing a water system and irrigation at their home, something her husband was initially skeptical about. This has dramatically impacted their farming operations and overall quality of life. They’ve also moved from using batteries at night to relying on solar lights, which helps their kids study after dark.

Like many African families, Subria uses several cooking methods depending on the need. Her daughter, who now runs the kiosk, uses a clean “jiko” at the kiosk for daily meals. At the same time, at home, Subria sometimes cooks on a traditional three-stone fire when making a large quantity of food, tucked away in a room open to ventilation, and uses an LPG gas stove to warm up meals or heat up milk for her grandchildren in their current temporary home while their new house is under construction.

Subria believes strongly in the power of entrepreneurship for women: “Any woman that does not have a business will not have a form of development in her life.”

Sabria prepares greens with help from her ten-month-old granddaughter, Subira her grand niece Apsha and a neighbors child. Massawe cuddles granddaughter Subira. Sabria warms up milk on their LPG stove.

Subria not only dreams of continuing to grow her solar business but also envisions opening a dedicated solar shop. With each step, she and her family are laying the foundations for a sustainable and prosperous future, illuminated by the very products she sells.