# Deepanker Rustagi, Eleni Gabre-Madhin: Masters of Scale l Africa/Week 2025 Source: https://www.youtube.com/watch?v=t_9XdBBy4zk Recap page: https://rapidrecap.app/video/t_9XdBBy4zk Generated: 2026-02-06T23:04:03.805+00:00 --- ## Quick Overview Eleni Gabre-Madhin, Founder and CEO of Eleni Gabre-Madhin, discusses how her company, Omni Retail, is reshaping Africa's informal retail economy by building critical digital commerce infrastructure and focusing on operational excellence like inventory turnover and data utilization to ensure profitability and growth across multiple African markets. **Key Points:** - Eleni Gabre-Madhin is the visionary founder and CEO of Omni Retail, a company focused on reshaping Africa's informal retail economy by building digital commerce infrastructure. - Omni Retail has been recognized by Financial Times as Africa's fastest-growing company for two consecutive years (00:41-00:46). - The core challenge addressed is the lack of integrated infrastructure, where existing B2B commerce platforms and supply chains operate in silos without data connectivity (2:23-2:50). - A key differentiator for Omni Retail is prioritizing high velocity (inventory turnover) and data-driven decision-making over simply acquiring customers (7:51-8:20). - The company operates actively in three countries, with plans to grow in West Africa, focusing on improving the efficiency of the traditional supply chain (5:10-5:15, 9:01-9:08). - The speaker suggests that the future involves integrated infrastructure where data, AI, and learning are overlaid onto existing supply chains, rather than building everything from scratch (12:21-12:55). - The session, titled 'Masters of Scale,' was part of Africa/Week 2025, hosted by Norrsken. ![Screenshot at 00:06: Eleni Gabre-Madhin and Deepanker Rustagi seated on stage for the 'fireside chat' segment at the Norrsken Africa/Week 2025 event.](https://ss.rapidrecap.app/screens/t_9XdBBy4zk/00-00-06.jpg) **Context:** This segment features a fireside chat between Eleni Gabre-Madhin, Founder and CEO of Omni Retail, and Deepanker Rustagi, during Africa/Week 2025, hosted by Norrsken. The discussion centers on the transformation of Africa's informal retail sector through digital infrastructure, the challenges faced by B2B commerce in the region, and Omni Retail's unique approach to achieving sustainable growth and profitability by focusing on operational metrics like inventory turnover. ## Detailed Analysis Eleni Gabre-Madhin introduces herself as the visionary founder and CEO of Omni Retail, which has been recognized by the Financial Times as Africa's fastest-growing company for two successive years (00:39-00:46). She explains that Omni Retail is focused on reshaping Africa's informal retail economy by building the necessary digital commerce infrastructure. Deepanker Rustagi follows up by asking about the fundamental challenges that Omni Retail's B2B commerce models solved where others failed, particularly relating to the previous B2C hype (01:07-01:27). Gabre-Madhin asserts that prior models failed because they focused on building new infrastructure in isolation, rather than integrating with existing systems. She points out that traditional B2B commerce often missed solving the crucial problem of infrastructure that connects stakeholders (manufacturers, distributors) and allows data sharing (2:30-3:02). She emphasizes that her company's success stems from focusing on velocity—specifically high inventory turnover rates (7:14-7:17)—and ensuring that customers are served repeatedly and profitably (7:24-7:36). The key decision was viewing infrastructure and platform as inseparable, allowing for data and AI overlays to improve operations (12:17-12:55). The conversation concludes with Gabre-Madhin noting that Omni Retail is currently active in three countries and expanding into West Africa, aiming to become an African unicorn by focusing on this integrated, ground-level operational excellence. ### Introduction and Company Recognition - Eleni Gabre-Madhin introduced as Founder/CEO of Omni Retail - Omni Retail named Africa's fastest-growing company by Financial Times for two years running - Focus on reshaping Africa's informal retail economy (00:00-00:47) ### Core Business Challenge - Discussing the failure of earlier models that built infrastructure in isolation - Highlighting the missing link in African B2B commerce: integrated infrastructure (2:18-3:02) ### Omni Retail's Strategy - Key metrics are velocity (inventory turnover) and customer retention over mere customer acquisition - Focus on digitalizing the supply chain and improving operational decisions (7:14-8:36) ### Future Vision and Operations - Belief that integrated infrastructure providing data and AI insights is the future - Currently active in three countries, looking to expand into West Africa (9:51-10:11, 11:58-12:25) ### Conclusion - Acknowledging the difficulty of integrating the existing fragmented supply chain - Thanking the speaker and predicting Omni's future as an African unicorn (13:00-13:16) ![Screenshot at 00:05: Eleni Gabre-Madhin speaking into the microphone during the fireside chat, dressed in a patterned African print dress.](https://ss.rapidrecap.app/screens/t_9XdBBy4zk/00-00-05.jpg) ![Screenshot at 00:21: Close-up of Eleni Gabre-Madhin speaking, holding the microphone and looking down briefly at her phone or notes.](https://ss.rapidrecap.app/screens/t_9XdBBy4zk/00-00-21.jpg) ![Screenshot at 01:01: The two speakers seated on stage, with Deepanker Rustagi holding notes and Eleni Gabre-Madhin holding a microphone.](https://ss.rapidrecap.app/screens/t_9XdBBy4zk/00-01-01.jpg) ![Screenshot at 02:04: Deepanker Rustagi speaking animatedly, gesturing with his left hand while holding a microphone in his right.](https://ss.rapidrecap.app/screens/t_9XdBBy4zk/00-02-04.jpg) ![Screenshot at 03:35: Eleni Gabre-Madhin gesturing expansively with both hands while responding to a question, smiling.](https://ss.rapidrecap.app/screens/t_9XdBBy4zk/00-03-35.jpg)