- Orphaned at nine, Evelyn Onalenna Direng was raised by her grandmother and sold sweets to survive.
- After failing matric the first time, she passed in 2013 and, a few years later, bought her first second-hand taxi for R50 000, founding Mogorosi Direng.
- Based in Kuruman, the company employs and trains locals, and champions women in a male-dominated sector.
It was in the small town of Kathu, in the Northern Cape, that a young Evelyn Onalenna Direng was shaped by grief and adversity into a force to be reckoned with in the largely male-dominated taxi industry.
Raised by a single mother who worked as a domestic helper, Evelyn experienced loss early in life. After a long struggle with illness, her mother passed away when Evelyn was just nine years old.
“It was hard for me to accept that my mother had passed away. We were very close, and she was the only relative I lived with.”
To stay alive, Evelyn moved to Deurham, Kuruman, in the Northern Cape, to live with her grandmother and complete her primary and high school studies.
“My entrepreneurial journey started at an early age when I was still in high school, where I started to sell sweets to my classmates”.
She says:
I had to work hard not to fail, as getting an education was the only way to ensure my survival. I did not have a mother or father to rely on, and as an only child, I had to fend for myself.
When Evelyn failed matric, she began to doubt whether she would ever succeed. “I wanted to give up and give in. I did not have anyone anchoring me, anyone to live for or make proud. But my teachers spoke to me, and I decided to register for matric again.”
The birth of an entrepreneur fueled by failure
While rewriting her matric, Evelyn took a job at a hair salon, working as a hairdresser. The small income she earned, together with her determination to complete her studies, gave her the motivation to keep going. In 2013, she passed her matric. Hope began to rise.
“With the money I earned from the hair salon, I was able to get my own place. A major turning point came in 2017, when I secured a R30 000 tender from the police station to build a roof for the dog-bathing area used to wash police dogs. I combined that income with money I had saved from expanding my services.”
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Evelyn went from working as a hairdresser to selling food, blankets and clothes, while also catering lunches for schoolchildren. Through these varied business ventures and the money she received from the police tender, she raised enough capital to buy her first taxi.
“In 2017, I registered Mogorosi Direng Pty Ltd, marking the start of my journey as a transport entrepreneur. I realised there is a niche market in the male-dominated industry, which is logistics, and I bought one second-hand taxi for R50 000.”
“I always knew that I wanted to run my own business. The taxi business suited me well as it gave me the independence that I wanted and the flexibility to start a family, and the demand for transportation was great in my community, so making the money did not prove to be a challenge; suddenly, life felt better,” she adds.
Navigating the taxi industry
Based in Bankhara-Bodulong and Kuruman in the Northern Cape, Mogorosi Direng is steadily redefining transport by providing reliable passenger transport services while creating opportunities for local people and showing that women can lead and succeed in the sector.
“I was inspired by the need for reliable transport services in my community and by my desire to make a meaningful difference.”
“Starting my business came with many challenges, particularly because the transport sector remains largely male-dominated. As a young woman entering the industry, I had to work hard to prove myself, build confidence and earn respect. However, my entrepreneurial spirit kept me focused on my dream. Through perseverance, I have continued to overcome barriers while also advocating for greater equality and opportunities for women in male-dominated industries.”
She says:
After realising how much potential exists within our communities, I decided to step in and create something that would not only succeed as a business but also uplift the people around me.
“We primarily operate in the Northern Cape, working closely with local businesses in and around Kuruman. Our services include passenger transportation for employees, rank-to-rank travel, and long-distance journeys outside the province.”
Dismantling patriarchy one taxi at a time
“We employ local community members and equip them with relevant skills, including advanced driving courses, to improve client safety. We also want young women to see that they can succeed in any field they choose, because representation is powerful. The business is self-funded, and I wanted to demonstrate my commitment by investing in my own resources, which has made the journey even more meaningful.”
Navigating a largely male-dominated industry required Evelyn to be prepared emotionally and socially.
“At a personal level, I overcame many other challenges, including building confidence, seeking support and networking. I also developed my communication skills and focused on my strengths instead of trying to be something I am not, which would not work.
Beyond the pain and adversity
Access and sustainability are key considerations in the expansion of her journey in the transport industry.
“Going forward, I hope my legacy in the industry includes promoting equality through diversity and inclusion policies. I want to ensure training and education, foster a supportive work environment, and address pay gaps within the industry. Where customers and drivers are concerned, I want to address safety concerns and promote diversity in hiring,” she adds.
“I believe that this Women’s Month and beyond, working together, we can create a more inclusive and equitable environment for women in the taxi industry and other male-dominated sectors.”
Evelyn’s humble beginning and story of struggle and triumph are a testament to the endless possibilities that young people possess. Grief, failure, and systemic limitations were never barriers but stepping stones she used to change her story, not just for herself but for those who will come after her.
*Zamayirha Peter is an advocacy communications specialist with a decade of experience in multimedia journalism and communications. Her passion is using development communication to advance and empower communities, particularly youth, across the continent, and to influence global conversations through strategic communication tools.
Zamayirha Peter
www.news24.com
