By John Kariuki
In the ever-evolving landscape of Kenya’s telecommunications sector, few figures stand out like Dr. Esther Muchemi — a trailblazing entrepreneur and passionate advocate for the people behind the scenes: Safaricom dealers.
For years, Dr. Muchemi has been a driving force representing the interests of these hardworking men and women — the entrepreneurs who are the face of Safaricom at the grassroots level. “People often ask me, who are Safaricom dealers?” she says. “Simply put, we are the voice, the hands, and the heart of Safaricom in the marketplace.”
Under her leadership and mentorship, Safaricom dealers have grown to become an integral part of the telco giant’s ecosystem. They wholesale and distribute products like airtime and mobile devices, provide critical services such as data, voice, and internet connectivity, and act as M-Pesa agents facilitating millions of transactions daily. They are also at the frontline of customer care, solving problems and offering assistance to countless Kenyans.
“These green-branded shops seen across towns and villages — they belong to dealers,” Dr. Muchemi explains. “They employ thousands, they take on enormous business risks, and they ensure that Safaricom's promise reaches every corner of the nation.”
To honour this dedication, Dr. Muchemi led the Dealer of the Year Awards (DOYA) on 30th April 2025, on the eve of Labour Day — a celebration that brought together dealers from across the country to recognize and reward excellence, perseverance, and performance.
“As the dealer representative, I was deeply moved,” Dr. Muchemi shared. “There were tears of joy. Real stories of resilience. For many, this recognition was more than a trophy — it was a symbol of validation for years of hard work.”
She lauded both the winners and the entire dealer community for their relentless drive and contribution to Safaricom’s brand and customer experience. “We are ordinary Kenyans doing extraordinary work. And that work deserves to be seen.”
Thanks to Dr. Esther Muchemi’s unwavering advocacy, the role of Safaricom dealers has come into sharper focus — not just as agents of distribution, but as key pillars sustaining one of Kenya’s most iconic brands.
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