Kampala, Uganda | Ian Katusiime | In the bustling suburb of Ntinda, you’ll find Black, a fresh Ugandan tech brand. They offer a range of stylish gadgets like speakers, smartwatches, headsets, and chargers—all themed in black. From the moment you step through their black gate, you’re welcomed into a world where boldness and uniqueness thrive.
Mourice Aliganyira, the Head of Marketing, explains, “Black is aspirational, bold, and unique. It symbolizes everything we stand for.” This powerful concept is the heart of Black’s strategy in a crowded market.
“As a local brand, we’re proud to operate here, design our products in the US, and source materials globally,” Mourice shares. Black positions itself as Uganda’s first direct-to-consumer brand specializing in audio and wearables, aiming to blend technology with lifestyle.
For customers, ordering is simple. You visit the Black website, place an order, and the support team handles the rest, including delivery. Payments can be made via cash, mobile money, or Visa. Their warehouse in Ntinda is the hub for these operations, and they utilize riders for swift deliveries.
One of the standout features of Black’s service is their customer care. “We offer a one-year warranty and a seven-day return policy,” Mourice adds, reassuring customers that they can return products for a refund if they’re not satisfied.
Among their flagship products is the BlackFit 2 smartwatch, which doubles as a fitness tracker priced at Shs149,000. They also offer the BlackBassBox2 Bluetooth speaker for Shs125,000, both designed for the style-conscious consumer.
Looking ahead, Black has plans to start assembling products locally. They don’t see themselves just as a startup; instead, they envision a community where everyone involved—from team members to customers—contributes to the brand’s growth.
Partnerships
To strengthen their brand, Black has tapped into Uganda’s vibrant social scene. They’ve partnered with well-known brands in sports, including rugby clubs and football teams, and are collaborating with influencers in media and music.
Notably, they have deals with recognizable teams like Black Pirates and KCCA FC, making them a familiar name among Ugandans aged 21 to 45, who are both tech-savvy and passionate about sports and music.
Their visibility is enhanced with branded apparel, including T-shirts and hoodies, showcased at events like concerts and football matches.
However, the journey hasn’t been entirely easy. Mourice reveals, “Influencers often prefer established brands, which made it challenging at first. Now, many are eager to collaborate with us.”
They’ve also learned to adapt to market trends, understanding the importance of accommodating cash-on-delivery options and being open to customer feedback for product enhancements. Black has even found opportunities for collaboration within the industry, partnering with e-commerce platforms like Jumia to expand their reach.
