Kemi Fajana has crafted a successful career in business through an unconventional pathway. The second of 12 children born to Yoruba parents, Kemi was raised among entrepreneurs in a small town in Kwara State. While her mother ran a poultry business, her father excelled as a tailor, farmer, and politician. It was just a matter of time before Fajana would start her commercial journey.
This led her to Lagos. “The first business I started was initially selling baby things in Ikotun market, Alimosho,” she shared with Prime Progress. Before long, while she navigated the odds of doing business, she fell in love with a dealer in building materials named Taiye, who eventually became her husband. United by their passion for commerce, the couple embarked on a journey that would see them build a business empire together.
After a 4-year apprenticeship in the sale of building materials, Taiye launched his own business named TwinsFaja, with the influence of his former boss. Contrary to his expectations, however, the business faced logistical challenges early on. After their marriage, Kemi took over the business’s finances and distribution.
“It was not easy running Twinsfaja in Nigeria, especially one like ours. And I can tell you for a fact that it was so hard to make sales, but we kept putting in our effort until we got the desired result we wanted,” she said.
Under Kemi’s management, sales revenue skyrocketed from 50 to 200 bags, making Twinsfaja the major supplier of Dangote cement in Lagos and neighbouring Ogun State. The company would even earn recognition as the best Dangote customer. “Imagine, from 50 bags to millions of bags in sales yearly.”
With a supermarket in store, the firm ventured into oil and gas. “We were always buying millions of naira worth of fuel yearly for our businesses. So we thought we had enough; why could we not just start selling it ourselves and buy from ourselves? The money would go back into the business. So, we eventually opened our first filling station in 2015.
“People who buy iron rods, cement, etc., from us are also the same people who patronize our supermarket and filling station today. Is that not just amazing? Killing three birds with one stone,” she quipped.
Without a university degree, Kemi’s unwavering commitment and laser focus make her businesses stand out.
Her team conducts regular market research to understand their target audience’s needs and monitor competitors, ensuring they remain ahead in the game.
As a dealer in a variety of products, including electronics and fashion, TwinsFaja is leading name in Nigeria’s commerce industry. Together with a shopping mall in Lagos, the company boasts 12 supermarket branches across Lagos and Ogun.
According to the 2023 World Economic Forum Gender Gap report, only 13.9% of firms in Nigeria have female top managers, with the likelihood of women rising to leadership positions at just 4.35%. This indicates a limited participation of women in decision-making processes in the private sector, which is the largest employer of labour in Nigeria.
Kemi is committed to changing the narrative. “Our organization promotes gender equality in the workplace,” she said. “We’ve given out grants to small business owners, 80% of whom were women,” she said, highlighting other perks like flexible work arrangements and childcare support for her female staff.
TwinsFaja mentorship programme, her latest initiative, aims to shape women for diverse businesses and career opportunities.
Reflecting on her challenges, Kemi recalled the losses during the 2020 youth demonstrations “My supermarket was vandalized during the END SARS Protest. Everything was taken, our equipment vandalised.” But she has remained resilient despite the setback
Together with her husband, Kemi has been the recipient of various awards, including the Leadership and Positive Impact Award in 2023 by Merit Award.
Encouraging women to pursue greatness, she said, “Set goals and don’t let anyone intimidate you or tell you that you cannot achieve greatness. You can be as successful as I am today if you believe in your dreams and work hard towards them. Also, believe in God. Nothing is impossible if you trust in God and pray.”
Kemi Fajana's unconventional journey from a small town in Kwara State, where she was surrounded by entrepreneurial family members, to becoming a successful businesswoman, showcases her adaptability and determination. Starting her first business selling baby products, she moved to Lagos and married Taiye, a building materials dealer. Together, they built TwinsFaja, a business that faced early logistical challenges but thrived under Kemi's financial and distribution management.
Despite initial hardships, Kemi increased TwinsFaja’s sales significantly, eventually becoming a top supplier of Dangote cement. The company diversified into oil and gas, opening a filling station in 2015, and expanded into various sectors including electronics, fashion, and supermarkets, boasting 12 branches across Lagos and Ogun. Kemi, despite not having a university degree, attributes their success to market research and understanding customer needs.
Determined to promote gender equality, Kemi ensures 80% of her grants go to women and supports flexible work arrangements and childcare for female staff. She has also launched a mentorship program aimed at empowering women for diverse careers. Her resilience was tested during the 2020 END SARS protests when her supermarket was vandalized, but she persevered. Along with her husband, she has received multiple awards, including the 2023 Leadership and Positive Impact Award. Encouraging other women, Kemi stresses the importance of setting goals, working hard, and believing in one's dreams and God's guidance.
