When Rahanatu turned her lifelong love for incense into a business, she had no idea it would grow into a multi-state enterprise or make her an online sensation. What started as a survival tactic after years of unemployment has evolved into one of northern Nigeria’s standout entrepreneurial success stories.
A Business Born from Necessity, Not Passion
After five years of unsuccessful job hunting—even with a master’s degree—Rahanatu decided to try something radically different. She tapped into a personal habit that had always brought her joy: burning incense.
“I just told myself, why not sell it?” she recalled. “I’ve always used incense, so it felt natural.” She named her brand Turarenwuta by Ray—meaning “incense” in Hausa—opting for simplicity and cultural relevance.
Starting from Zero: No Capital, No Experience
With no money and no formal training in incense blending, Rahanatu took her first steps in business by collecting goods on credit, repackaging them, and selling at a profit. From those humble beginnings, she reinvested every naira back into the business.
“I never took loans, had no investors—just discipline and continuous learning,” she said. Her strategy paid off: she eventually acquired the skills to make her own incense blends and scaled operations organically.
Building a Brand and a Following
In just seven years, Rahanatu has grown a loyal community of over 180,000 followers on social media and established outlets in six Nigerian states. Her secret? Authenticity and consistency. She shares her journey openly, creating a deep connection with customers—most of whom are women.
Balancing Business, Marriage, and Motherhood
Launching Turarenwuta by Ray while managing a household with four children was no easy feat. Yet Rahanatu credits her husband’s unwavering support for making the journey manageable.
“He carried our eight-month-old to Lagos when I attended the NBC trade fair,” she recalled. “It was my second time in Lagos and my first major business risk.” Despite being told Yorubas wouldn’t buy incense—or that she looked like a juju seller—she went anyway. The gamble paid off, catapulting her to visibility as the first northerner to attend the fair.
Changing the Narrative on Northern Women in Business
In northern Nigeria, conservative expectations often discourage women from working outside the home. But Rahanatu believes the times are changing.
“Men don’t always provide beyond the basics anymore. Women need to be financially secure,” she said. Still, she’s careful not to let business success come at the expense of her household. “Family comes first. My success has never caused tension at home.”
Her story is not one of rebellion, but of balance—proving that women can pursue financial freedom without neglecting their domestic roles.
Fame with Humility
Despite her growing status, Rahanatu remains grounded. She attributes her success not just to financial independence but also to integrity and mutual respect—especially online.
“I respect myself, and my customers do the same. Most of them feel like family.”
What’s Next: Empowering Women Entrepreneurs
Beyond her incense business, Rahanatu is building a coaching brand—Ray’s Business Lab—designed to empower other women in northern Nigeria to start and scale their own businesses.
“It’s hard,” she admits, “but not impossible. If your husband is the obstacle, treat it like any business problem. Find a way around it.”
A Testament to Having It All
Rahanatu’s journey defies the idea that women must choose between family and ambition. Her story is proof that with resilience, strategy, and support, women can thrive both at home and in business—no compromises required.
