The Faranani ‘effect’: Empowering women to drive economic growth

Empowerment in action is—84% of women starting their own businesses, driving real growth in sales, profits and creating sustainable jobs across South Africa

In rural communities across South Africa, a quiet economic revolution is unfolding. Women who had never run businesses before are now achieving remarkable results generating 32% higher sales, increasing profits by 30% and creating 22% more employment opportunities within their businesses. This isn't happening by accident—it's the measurable result of targeted and intentional intervention that's transforming local economies one entrepreneur at a time.

The Faranani Rural Women Training Initiative is proving that when you give women the right tools, they don't just participate in economic growth—they drive it.  

PwC is proud to support this transformative initiative, which empowers rural women through skills development, entrepreneurship training and financial literacy. The programme is run in partnership with key stakeholders and is implemented across various provinces in South Africa, including Gauteng, Limpopo, Eastern Cape, KwaZulu-Natal, Mpumalanga, Free State, Western Cape and the North West.

By investing in women at the grassroots level, PwC is helping to unlock sustainable economic opportunities and foster inclusive growth throughout the country.

The statistics from 65 Faranani participants surveyed from our FY23/24 cohort reveal the true scale of untapped economic potential in rural South Africa:

Financial capability transformation:

• 122% increase in proper record-keeping—the foundation of any scalable business
• 97% report significantly stronger understanding of business planning
• 97% gain confidence in making critical business decisions
• 89% become comfortable engaging directly with suppliers and clients

Community and household impact:

• 72% see improved household income or wellbeing
• 22% average increase in household income, lifting entire families
• 61% expand their product or service offerings, diversifying local economies
• 89% continue applying their training years later, ensuring lasting change
• 97% actively share their knowledge with others, multiplying the impact

Most women entering the Faranani programme arrive with determination but limited business experience. The programme addresses this gap systematically. Before the training, most participants relied on instinct rather than insight. They kept no formal records, had limited understanding of profit margins, and made decisions without the support of data. Many were trapped in cycles where they worked hard but saw little sustainable growth. 

The transformation is both rapid and profound. Within three months of completing the training, participants report better business organisation and expanding customer bases. They learn to separate business and personal finances, track performance metrics and plan strategically for growth rather than simply responding to immediate needs. This emphasises the Faranani effect—women who once relied on instinct now run businesses with confidence, courage, clarity and control.

This isn't just about individual improvement—it's about economic fundamentals. When businesses keep proper records, they can access formal credit. When entrepreneurs understand profit margins, they make decisions that compound growth. When women gain confidence in client relationships, they can negotiate better terms and expand their market reach.

The most powerful aspect of the Faranani ‘effect’ isn't just individual business success—it's how that success spreads. When a woman increases her income by 22%, her children's educational opportunities expand. When she hires additional resources, unemployment in her community drops. When she shares her business knowledge with neighbours, the entire local economy becomes more sophisticated.

This knowledge transfer is happening at a remarkable scale. 97% of participants actively share what they've learned with other women in their communities. They become informal business mentors, teaching record-keeping, helping with business planning and demonstrating that economic advancement is achievable.

The result is a multiplication effect that extends far beyond the original programme participants. Each successful business becomes a visible proof point that economic transformation is possible. Each employed neighbour becomes evidence that local businesses can create real opportunities. Each household with improved stability strengthens the entire community's economic foundation.

What makes the Faranani model particularly effective is how it addresses the specific barriers rural women face in business development. These women often lack access to formal business training, have limited networking opportunities and face cultural expectations that can discourage entrepreneurial ambition.

The programme tackles these challenges directly. It provides practical, accessible training that women can immediately apply. It creates peer networks where participants support each other's growth. Most importantly, it validates women's entrepreneurial ambitions and gives them the confidence to pursue business expansion actively.

The results validate this approach. When 61% of participants expand their product or service offerings after training, they're demonstrating newfound confidence in their ability to grow. When 89% become comfortable engaging with suppliers and clients, they're breaking through barriers that previously limited their business potential.

The Faranani initiative, founded and financially supported by PwC, represents more than a successful training programme—it's a blueprint for how targeted investment in women's economic empowerment can generate measurable returns for entire communities.

The model works because it recognises that rural women already have entrepreneurial drive; what they need is structured support to channel that drive effectively. By focusing on practical skills, building confidence and creating peer networks, the programme unlocks economic potential that was always present but previously untapped.

The sustainability of the impact is particularly encouraging. The fact that 89% of participants continue applying their training years later suggests that the programme creates lasting behavioural change, not just temporary improvement. This is economic development that compounds over time.

As we reach the end of Women's Month, the Faranani ‘effect’ offers a powerful reminder of what becomes possible when women are equipped with the right tools and support. This annual celebration of women's contributions to society takes on deeper meaning when we see the measurable economic impact that women are creating in rural communities across South Africa.