Made in Uganda: How our GoTrade Fellowship is empowering entrepreneurs to go global

Small and medium-sized enterprises (SMEs) are the backbone of most economies, but in developing countries like Uganda, they face steep challenges. Limited access to capital, poor infrastructure, and a lack of knowledge about cross-border trade often hinder their growth. For women in business, the hurdles can be even higher. Belinda Esaete, a young fashion entrepreneur from Kampala, knows this firsthand.

Belinda’s success story started at a difficult time – but it was a moment that ultimately inspired her to unleash her creativity. The 29-year-old was home alone and jobless during the COVID-19 lockdown. Struggling with depression and spending lots of time in bed, Belinda began designing silk pajamas.

“I mostly wore old t-shirts and sweatpants, which is why I started to get interested in sleepwear,” she says.  “My fabric of choice was silk from the very beginning. It warms when it’s cold and cools when it’s warm.”

In 2020, she founded her own label. BelDeluxe revived her spirit. She was determined and had a plan, but starting a business as a woman in Uganda – a country with patriarchal structures and traditional gender roles – presents its own unique set of challenges. Securing capital and gaining the trust of male partners and suppliers can be significant obstacles.

Five years later, Belinda had managed to turn BelDeluxe into a thriving business in Kampala. She sold her clothing out of a small showroom, occasionally shipping orders to customers nationwide. But progress was slow. That changed when she discovered our DHL GoTrade Global Business Network (GBSN) Fellowship Program in 2022.

GBSN pairs postgraduate business students with SMEs in developing and emerging countries to promote cross-border trade and help young entrepreneurs grow.

“The program gave me a new perspective,” explains Belinda. “My tandem partner, Collins Ayoo, was an economics student from Kenya. He immediately identified potential in my business, helping me explore new markets, target specific types of customers more effectively, and embrace e-commerce.”

As part of the program, we helped Belinda understand the ins and outs of shipping her products internationally. This and the potential of online sales proved crucial when she experienced a setback in 2024. After being forced to close her showroom and basically start over, Belinda worked again with Collins to refocus her business on exports and build her online shop.  The results speak for themselves.

The fellowship transformed Belinda’s approach to business. She grew from just ten products in a small store to an online shop that now offers over 400. Her fellowship partner, the other entrepreneurs in the program, and DHL helped her take the necessary steps to get there.

“Collins supported me wonderfully again. I learned a lot about global trade and logistics and regularly met with the other SMEs through the fellowship, listening to their stories and learning from them,” says Belinda. “Now I have a team of around 20 people and export my garments all over the world.”

Going all-in on e-commerce and leveraging social media has led to a steady stream of word-of-mouth marketing. She beams while relaying the story of a recent order for 65 garments from a customer in Australia. A country that once felt unimaginably far away is now yet another market for her products. 

Learn more about Beldeluxe.

Launched in 2022, the DHL GoTrade GBSN Fellowship Program is designed to strengthen small businesses in developing and emerging economies by pairing them with postgraduate business students from around the world. These nine-month fellowships create powerful tandem partnerships that combine academic knowledge with on-the-ground entrepreneurial insight – helping SMEs build the capabilities they need to succeed in cross-border trade.

The program has already supported more than 240 SMEs across 14 countries. DHL employees in local markets contribute by providing guidance on logistics, while fellows help business owners sharpen their strategy and expand their market reach. It's a practical, people-powered approach to global trade education – and one that is driving measurable impact for entrepreneurs like Belinda.

In 2025, we’re taking the program to the next level to build even stronger sustainable growth through collaboration. A new ecosystem approach will bring together partners from finance and technology to tackle challenges that extend beyond logistics, such as accessing capital and managing digital operations.

• Perspective matters: A fresh business mindset can open entirely new paths to growth.
• Connection is key: Real-time collaboration between students and SMEs creates powerful learning on both sides.
• Local insight + global reach: Combining community knowledge with international business and logistics insights unlocks new markets.
• Success is shared: When SMEs grow, they fuel economic development, creating jobs in their communities.

The GoTrade GBSN Fellowship Program is much more than just a fellowship – it’s a gateway to global trade and a partnership for a better future. In countries like Uganda, where the average age is under 16 and formal jobs are scarce, entrepreneurship is often the only viable path to financial independence. By helping young business owners like Belinda Esaete succeed, the program empowers individuals to shape their own destinies – and in doing so, lift others with them.

Belinda’s success doesn’t stop with her own story. She’s now a job creator, a role model, and a contributor to her local economy. It’s a clear reminder that we can strengthen economies, one entrepreneur at a time. That’s the power of investing in people. That’s the promise of GoTrade.