When you first meet Yavi Madurai, her unapologetic pride in being a Pan-Africanist is unmistakable, second only to her determination to reshape Africa’s future. A formidable advocate for African transformation, Yavi blends her expertise in Economics & Trade with a deep knowledge of Digitalisation, Technology, Media, Communications, Strategy, and Gender Equity. Her unique skill set has made her a sought-after advisor to governments, the African Union, and the private sector globally. Yavi’s ability to seamlessly navigate the public sector, private sector, and civil society within a single day is a testament to her in-demand, yet understated, competency—a rare attribute proudly ‘Made in Africa.’
With a career spanning over two decades, beginning in banking, Yavi now represents forward-thinking organizations on national, continental, and global levels, including the billion-dollar African Prosperity Fund. As Co-Founder, she champions Africa’s economic transformation through sustainable infrastructure and is a vocal proponent of the AfCFTA’s ‘Trade not aid’ agenda, earning her the moniker ‘Ms AfCFTA.’ A media analyst for major global news networks like CNN Africa and CNBC Africa, Yavi is also an active voice in driving women and youth economic inclusion, a narrative she coined as ‘WYi’ (pronounced ‘why’). On any given day, Yavi can be found brokering deals, pitching for investment, advising governments, advancing the AfCFTA agenda, writing a book on ‘Africa Rising,’ pursuing her PhD, and balancing life as a mother, wife, and advocate—all with unparalleled dedication.
So, Yavi, what was the aha moment when you decided to completely flip the script on Africa’s economic story? How did that grand vision morph into the powerhouse that is African Prosperity Fund?
The day I read the AfCFTA Agreement (Dec 2018) I realised it was completely women and youth BLIND. So, I started PABWA (Pan African Business Women’s Association) – I was determined that women and youth would somehow be prioritised in the AfCFTA Agreement (this was long before Wamkele Mene became SG in 2020 and single-handedly drove the agenda to add in the various Protocols). PABWA submitted our policy brief on the AfCFTA Women and Youth in Protocol on 9 August 2022, and have ongoing campaigns for access to information and knowledge building programmes on the AFCFTA for women,youth and the media e.g. AfCFTA Media Fellowship and the #AfCFTA1M2030: 1 million women and youth trained on the AfCFTA by 2030 – amongst others
But, as much as it was, I was already seeing, that it was never going to be enough because it wasn’t about the AfCFTA at all, it was about all the industrialization policies and agendas that feel like a ruse to keep us ‘busy and bothered’.
If women make up the majority of informal trade in Africa, and we were not even willing to shift just a little to ensure the AfCFTA’s success, then ‘preservation of patriarchy at all cost’ meant we were never serious about actually transforming Africa(without women and youth, statistically we could not achieve the kind of economic development that African leaders talk about and policy is created on, and sadly I am not even talking about gender equity policies, because that to me was definitely a ruse).
If MY daughter was going to be from a country and continent that didn’t rise up to meet her and her dreams, then I had failed her, and I don’t fail! – lol, that’s how this all started ????.
You’re clearly looking way ahead. Paint us a picture of the Africa you see in, say, a decade. How do you envision tech and innovation shaping the continent’s global impact? And where do you see women in this grand scheme?
Oh my word, I am SO excited for Africa’s future, because Africa IS the future of the world. Africa is a blank slate!
Africa, as the youngest continent in the world, holds the future workforce for the aged economies of the North and the West. By 2100, the global population will be 10.5 billion. More than 8 in 10 people will come from Africa and Asia and with women and girls being the majority of Africa’s population, today’s most marginalised human, the girl-child born in Africa, literally IStomorrow’s future.
Investment in Africa will increase exponentially over the next 10 years, and we will see major shifts in infrastructure development, especially in terms of trade and tech. Fintech specifically will become Africa’s ‘thing’, as trade is optimised and diversified to become ‘producer nations’ – there’s likely to be a shift away from reliance on traditional industries like oil and minerals (yes, I know what I am saying because we are going to become far more regulated and actually treat our precious stones and metals as the commodities they are, thanks to the youth leadership that is going to start taking over more and more). African countries will diversify their economies, focusing more on sectors like agriculture, services, and obviously manufacturing, as the AfCFTA becomes more and more of a ‘household’ name.
Let’s put it this way: the next 10 years will be future history’s most written about time – are you ready for the ride of Africa’s life?
Okay, still on Women inclusion. You’ve been a fierce advocate for female leaders. What’s the biggest roadblock you’ve seen women face in climbing that corporate ladder in Africa?
Africa has currently got the world’s attention. How do you see the continent stepping up to tackle huge global issues like climate change and inequality?
In terms of climate change, contrary to the world’s propaganda, Africa accounts for the smallest share of global greenhouse gas emissions, at just 3.8%. Comparativelyi, the U.S is at 19% and the EU is 13%. But, with Africa’s industrialization agendapotentially taking us on path that we would have to re-engineer in the future, so we simply must industrialize with sustainability in mind, for e.g. while we are driving a ‘free trade agenda’ under the AfCFTA, we need to ensure a fair–trade action plan.
Gender inequalities in Africa are rooted in social and cultural norms and traditions.
If we made intentional shifts to realistically reduce gender inequality, the ISS believes that it could produce a US$259 billion larger African economy in 2043.
In Africa, women often face greater vulnerability to climate change due to their roles in society, economic circumstances and limited access to resources. They are more likely to rely on climate-sensitive sectors like agriculture as cross-border trader farmers, making their livelihoods completely susceptible to changing weather patterns, droughts, floods and other climate-change-related risks.
According to an ISS study of a full gender equality action planscenario, by 2043 it shows an African economy US$1 trillion larger than the Current Path forecast (without a focused gender equity action plan). In the scenario, the GDP per capita is 12% higher, and Africa has 80 million fewer people in extreme poverty.
It’s simple, “Get gender equality right in Africa, and prosperity will follow”, ISS
We all love a good underdog story. What was your biggest gamble in business? Did it pay off, and if so, how did it change your game?
I was already a few years into my entrepreneurship journey when I was asked to join the public sector to become an Advisor – EVERYTHING changed. The corporate rose-tinted glasses came off, and I saw the world in HD with LED lights on.
Initially I joined the public sector because I wanted to ‘stop complaining’ about government and I thought that if I could make a difference in my own little way, it would be enough and I would go back to corporate consulting. Oh, how wrong I was.
The public sector is hugely misunderstood. It is vast and extremely complex.
It was as though someone switched the lights on in my cognitive brain, and doors just continued to open, but not the doors of untold wealth, tenders and corruption that anyone thinks of first … MY doors opened to things I needed to fix, and I just so had the capacity and passion to make the changes.
My Advisory expertise led me to the continent and the African Union specifically, and so my life’s purpose unfolded to me – lightbulb in my brain burns brighter than ever, as Advisor to more than one country today, and a few organs of the AU.
You’re this high-powered exec, running a global empire. But when the workday ends, who is Yavi? Is there a stark difference between boardroom boss and chill Yavi?
I am FIRST Tanith’s mom – she is my reason for everything. Being her mom means that I am responsible for a future adult of the world who either contributes to making our world better or expecting it to serve her. The latter is not an option, so it starts with me making the world better for her to step into.
My husband of 27 years is my whole life – while he is fine as hell, he is also the only man who knows how to ‘handle’ me, is not intimidated by me, and is my biggest fan. He supports me in all that I do, respects and admires me, is my pillar of strength, but he also knows how to call me out on my bullsh*t, when I need to.
My career and sisterhood are in equal measures important to me – I’m a women’s woman, and when you become my sister, I will have your back for life.
But, I’m also just Yavi who loves to cook and bake. I have an unhealthy love affair with shoes, and a borderline addiction of well-made designer heels with a fondness for Manolo Blahnik’s, Jimmy Choos and Christian Louboutain’s – my favourite saying is, “my heels and standards are very high”. I love latin jazz/bossa nova, Sunday mornings, mimosa brunches are my best meal. I am an intermittent faster, obsessed with my weight and health, and I’m a Cancer Survivor who takes nothing for granted. MY story ends with Africa’s prosperity.
You’re clearly a people person. What makes a great leader in the African business world?
Being able to deftly move across the continent with ease is about understanding the different cultures, traditions and practices of our people.
Being able to appreciate, more than just assimilate into our lived experience on the continent, is very critical.
Everything about doing business in Africa is ‘nuanced’. Everything.
Africa’s trust deficit means that we have to be intentional aboutraising the bar to showcase what African excellence looks like, or all we will ever be is the face of poverty on Google searches.WE are proudly ‘made in Africa’ and I am excellent by intention… that is the energy I choose to show up with, for my Mother Africa.
We, ourselves have to value ‘African -made’, which means our people/each other and our things Made in Africa – that is when the flame of African prosperity will be lit.
Economic development actually starts in our hearts and then our minds: we have to get over the divisions that have kept our consumerism focused on our former colonisers, and we must redesign our appreciation, aspirations and desires to be‘African-made’. The day I find an African designer who can rival Jimmy Choo, please point me in that direction, because that is my ONLY achilles heel at the moment (excuse the pun ????).
But, for the rest of it, I am extremely intentional.
For e.g. I am offended or insulted if I am gifted French wine or champagne. I only drink South African wine and Methode Cap, because MCC is African-made yes, but actually it is also the best in the world. Fact.
The same goes for the spices in my kitchen that I cook with:cardamom and cinnamon from Tanzania.
Ethiopian coffee and Kenyan tea.
The best is from Africa.
The Africa map earrings I ‘don’t leave home without’, have become my trademark – this is intentional. I WEAR my African pride and my African femininity – I am proudly unapologetic about it!
We need to lead by INTENTION and action, not just talk.
We heard a rumor about a certain Netflix hit show obsession. Tell us, Yavi! What is it about Bridgerton that keeps you coming back for more?
Lol, hehehe I am told that I am an ‘extreme fan’.
I LOVE Bridgerton and am a general afficianado of period dramas.
A few reasons:
