In Central and West Africa, market vendors—affectionately known as "grandmas"—are the backbone of the local economy and everyday meals. By selling their wares, they enable low-income families to feed themselves affordably while also providing for their own needs.

However, the road to success is fraught with obstacles. Mastering inventory management, setting the right prices, and building customer loyalty often requires years of learning through trial and error. For young grandmothers starting out, the challenge is even greater: lack of internet access and low rates

Unfortunately, the lack of literacy programs is pushing many of them to abandon their studies.

It is to break down these barriers that MAGGI is innovating and launching MAGGI MAMI , the very first business assistant powered by artificial intelligence and designed exclusively for these female traders.

How does MAGGI MAMI work?

The initiative radically simplifies access to business know-how, even without advanced digital skills:

1. No internet required: Accessible from any basic phone (a simple keypad mobile phone is sufficient).
2. Completely free: A freephone number allows you to make the call without charge.
3. Linguistic proximity: The female traders ask their questions orally and receive immediate answers in their local language .

What changes everything: Unlike traditional AI, MAGGI MAMI wasn't trained on generic internet data. Its memory is fueled by the real-world experience, strategies, and practical tips of the region's most experienced grandmothers . A unique, digitized, and widely shared transmission of knowledge.

A long-standing commitment to empowerment

This technological project is a continuation of MAGGI's actions in support of women. Since 2016, the brand has collaborated with UNESCO on a literacy program that has already enabled more than 2,500 grandmothers to obtain their diplomas.

Led by Nestlé Central and West Africa (CWAR) , this innovation is the result of a strategic partnership with Publicis West Africa, Publicis Conseil and Publicis Groupe Africa, combining global expertise and local roots.

Initially deployed in Ivory Coast , the MAGGI MAMI project aims to expand rapidly across the entire African continent.