Faranah Jooma-Osman: transforming a family legacy into a force for social change

Faranah Jooma-Osman, a 50-year-old entrepreneur and social activist, has dedicated her life to creating opportunities for others while navigating her own path of growth and reinvention.

Having studied in South America, Jooma-Osman currently lives between Durban and Türkiye and is a business strategist who collaborates with NPOs and NPCs, blending business with social impact to create value for people.

With over three decades of experience in business, her journey is a testament to the power of resilience, creativity, and the importance of community.

Having married into the Osman's family, known for Osman's Taj Mahal spices, Jooma-Osman is a mom and female entrepreneur determined to make boss moves and carve a name for herself.

"One misconception that I often encounter is the idea that I’ve never truly worked hard because I was afforded a platform from marrying into a successful family business.

"Let me be clear: when you marry a person, you marry their values, their dreams, and their journey - not their work. No one can inherit another person’s path or success without contributing their own effort," she asserts. 

A strong foundation

Jooma-Osman's entrepreneurial journey began in her family's business, where she was inspired by her parents' determination to raise a strong, grounded, and independent woman.

"At first, it wasn’t the path I would have chosen for myself, but out of respect for my family and the institutions I served, I committed to it wholeheartedly," she reflects.

This commitment laid the groundwork for her future ventures, teaching her that every experience, even those requiring compromise, shapes one for something greater.

As she ventured into various sectors, Jooma-Osman discovered that true growth often begins outside of one's comfort zone.

"Moving from retail into manufacturing and wholesaling in the FMCG sector taught me that growth often begins where comfort ends," she explains.

Her willingness to embrace creative risks has kept her humble and constantly learning, particularly about recognising strengths and weaknesses in partnerships.

Social activism and community engagement

One of Jooma-Osman's most significant contributions has been her involvement in social activism. 

She recalls her experience with the "Culture India Pageants" youth leadership and development programs, introduced to her by her late mentor, Farook Khan.

"It opened my eyes and heart to the realities faced by young women and began my journey into social activism," she shares.

The businesswoman believes that her greatest "projects" are her children and family, emphasising the importance of raising individuals who value humanity and understand that privilege comes with the duty to serve.

"When we build strong foundations within ourselves and our inner circles, everything else falls into place," she asserts.

Her commitment to community development is further exemplified through her role as a board member and Head of the Trade and Industry Committee at the Global Business Women’s Chamber of Commerce & Industry (GBWCCI).

"The Chamber is focused on removing the barriers that women face in business, such as limited visibility, funding challenges, skills gaps, and underrepresentation in leadership roles.

We are working to empower women in business and help them gain the support they need to thrive," Jooma-Osman explains.

Embracing change and innovation

Her entrepreneurial spirit also led her to launch a marketing company in the UAE, offering cross-border strategic and marketing services.

Five years ago, she expanded her efforts into Türkiye, venturing into property and medical tourism.

"Looking back, I can say the life I chose, full of creative risks and reinvention, is a life worth living," she reflects.

Her experiences have taught her that every challenge is an opportunity for growth.

"Work has never felt like a burden to me; rather, it’s been a series of adventures," she states.

Jooma-Osman's ability to navigate the unknown and solve problems has been a guiding principle in her career.

The beauty of Durban and beyond

Having spent her university years in South America and the last five years living between Türkiye and South Africa, Jooma-Osman appreciates the unique qualities of her home country.

"Living in South Africa, particularly as a woman, is both refreshing and empowering," she says.

She highlights the strides made in laws and policies that support women's success, asserting that the country is a place where potential is not limited by gender.

Durban, in particular, holds a special place in her heart.

"It offers the perfect blend of natural beauty, from its stunning beaches to its warm, tropical weather," she shares.

She encourages others to visit with an open mind and a heart ready to embrace the beauty of this diverse country.

Looking ahead

As she looks to the future, Jooma-Osman is excited about her involvement in a large-scale rural development initiative aimed at empowering both women and men in underserved communities.

"This project is designed to create sustainable job opportunities and promote economic growth on a national level," she explains.

Her vision aligns with her personal mission of creating stronger, more resilient communities and businesses.

"Together, we can close the funding gap, increase skills, and ensure women have a seat at every table," she urges.

When it comes to inspiring the next generation of women bosses and entrepreneurs, Jooma-Osman highlights that entrepreneurship is a demanding but rewarding journey.

"Seek mentors, keep learning, and build strong connections. Embrace discomfort, that’s where growth begins. When challenges come, pause, reflect, and keep moving. Breathe, stay hopeful, and enjoy the journey; every step shapes your success."