After signing out from the University of Lagos, Sarah Akingbade, a 2025 graduate of Estate Management, began thinking about what she could do subsequently. She was not particularly interested in paid employment but also did not want to remain idle. The idea of making and selling natural drinks, including Zobo and Tigernut drinks came to her mind.
By Eberechi Obinagwam
After signing out from the University of Lagos, Sarah Akingbade, a 2025 graduate of Estate Management, began thinking about what she could do subsequently. She was not particularly interested in paid employment but also did not want to remain idle. The idea of making and selling natural drinks, including Zobo and Tigernut drinks came to her mind.
She shared the idea with someone very special to her, whose words encouraged her to take the first step. Earlier in December 2024, she had a personal health challenge that strengthened her conviction to turn the idea into a business. That happened when her doctor advised her to avoid carbonated drinks but could take Zobo and Tigernut drinks instead. The doctor’s approval reinforced her belief in the potential of natural drink options.
That experience strengthened her conviction that she could turn the idea into a business. “It made me see an opportunity to build a business around natural drink options, and that was how the idea began to take shape which eventually led to the birth of my brand Althurah,” she told TheNiche in an interview.
She officially launched her brand, ‘Althurah’ in May 29, 2026 from her older brother’s house, selling to family members and friends. As the business grew, referrals from loved ones and exposure on social media helped her reach more customers. Today, Althurah supplies natural drinks to customers and events.
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Learning process
Sarah had some basic knowledge of making Zobo and Tigernut drinks from childhood, which gave her a head start when she decided to turn the idea into a business. In 2025, after conceiving the business idea, she went online to learn more about the processes and discovered better ways of preparing the drinks. Through consistent practice and experimentation, she gradually refined her methods until she got her recipes right.
“I started prepping from April 2025 where I tried to learn a few things online, get a brand name, brand logo, and every other thing concerning branding; Raise funds for my equipment and ingredients, and perfect my recipe. So, my skills came mainly from self-learning, research, and consistent practice,” she said.
Launching out
Sarah started by buying some of the ingredients and equipment she would need. Having mastered the process, she prepared Zobo and Tigernut drinks for the official launch of ‘Althurah’. On launch day, Sarah announced the business on her WhatsApp status, Snapchat and other social media pages. She also sent broadcast messages on WhatsApp to let people know that Althurah was officially open for business.
The launch came with mixed emotions and amazing memories, Sarah said. “One of the experiences that stood out was missing an opportunity to showcase and sell my products at an event a friend had connected me to. However, the following day, another friend helped me secure a slot to sell at a different event. I attended the event and had a really good time there.”
She added, “Looking back, the beginning came with its ups and downs, but I’m grateful for the experience. It was the start of a journey that has become Althurah, a brand I’m building with the aim of providing people with 100% natural drink options.”
Sourcing for capital
Raising capital was not a major challenge for Sarah, as her older brother and other loved ones who believed in her idea supported her financially and in other ways. “Having people who believed in what I was trying to build made it easier for me to get Althurah off the ground, and I’m genuinely grateful for their support,” she said.
Penetrating the market
Despite the support she received at the start, breaking into the market remains a challenge Sarah is still working to overcome. She got her first customers through family members, referrals from loved ones, WhatsApp and Instagram. As she sought to expand Althurah’s reach, she leveraged other social media platforms, including TikTok, Facebook, Twitter and Snapchat, sent broadcast messages on WhatsApp and took opportunities to showcase and sell her products at events.
“So far, I haven’t been able to break into the market the way I’d hoped. I’m still learning, exploring different strategies, and looking for more effective ways to reach my target audience and grow Althurah,” she said.
Experience
Sarah has faced several challenging moments while building Althurah, that sometimes, keeps her wondering whether she could continue. “I can’t point to just one particular experience that I can’t forget because I’ve had quite a number of challenging moments while trying to establish Althurah.
“There had been several times when I felt like it was all over and wondered how things would work out. But in those moments, what kept me going was the belief that there was success ahead of me and that all the effort I was putting into building Althurah would eventually pay off. That belief has kept me going, even when things haven’t turned out the way I hoped,” she said.
Sarah’s turning point
Sarah’s turning point came the day after Althurah’s official launch, when she got an opportunity to showcase and sell her products at an event. Although she had missed an opportunity to showcase her products at an event on launch day, a friend helped her secure a slot at another event the following day. The experience proved encouraging as she made sales and received a positive review from a customer.
It also strengthened her belief in the business and gave her renewed hope that Althurah could succeed. “I made sales at the event and also received a positive review from one of my customers. That experience encouraged me to keep pushing because it gave me an opportunity to see people buying my products and receiving positive feedback about them. It gave me hope and strengthened my belief that Althurah could work,” she enthused.
Challenges of running business in Nigeria
For Sarah, one of the major challenges of running Althurah is gaining market visibility and attracting a steady stream of customers. “One of the biggest challenges I’ve faced running Althurah in Nigeria this year has been gaining market visibility, penetrating the market, and attracting a steady stream of customers. Getting people to discover the brand, try our drinks, and become regular customers has been more challenging than I anticipated. This has made growing the business at the pace I’d hoped for quite difficult,” she said.
To overcome this challenge, Sarah has explored different ways to promote Althurah and reach potential customers, including social media, WhatsApp broadcasts, referrals from family and friends, and product showcases at events. “Although I haven’t achieved the level of visibility and customer growth I’m working towards, I haven’t stopped trying. I’m still learning, exploring different strategies, and looking for more effective ways to reach my target audience and turn potential customers into regular ones. It’s been a learning process, and I’m determined to keep improving and growing Althurah,” she added.
Japa
Sarah said she understands why many Nigerians would consider Japa, especially given the current economic challenges, but she has chosen to stay because she believes she can build something meaningful for herself here and thrive regardless of the economic situation. “That being said, I also believe the economy shouldn’t have to be this harsh for people to succeed. Yes, I have considered ‘Japa‘. But I believe it’s a decision that requires careful consideration, and I understand why the option can be appealing to many young Nigerians.
However, for now, I’m focused on building Althurah, growing my business, and exploring the opportunities available to me here in Nigeria. I believe there’s still room to build something meaningful here,” she said.
About Sarah
Sarah is a graduate of Estate Management from the University of Lagos. During her undergraduate years, she developed skills in various areas, including Data Analytics, Technical Writing, and Virtual Assistance. She is currently focused on building her brand, growing it into a brand that provides people with natural drink options.
