The Crossroads Centre of Hope in Ekwazeni, near Verulam, became the stage this week for the launch of Nyala’s Pride with Purpose campaign, a partnership with local retailer Checkrite that links heritage, consumer choice, and social impact.
Under the initiative, which runs until March 2026, a portion of every Nyala product sold at Checkrite stores will be directed to Crossroads, a non-profit organisation known for its feeding schemes, skills development, and micro-enterprise projects. The funds will be consolidated and handed over to the organisation at the close of the campaign, supporting its work with vulnerable families and children.
Sibongile Mooko, Premier Executive for Marketing, described the campaign as a way to honour both community and culture:
“This initiative transforms an everyday purchase into a purposeful act of generosity. It’s about celebrating Zulu heritage while empowering consumers to support the communities they live in.”
Nyala emphasised that the campaign is not traditional CSI but a direct, purpose-led partnership, with every contribution going to Crossroads.
Checkrite’s leadership said the collaboration was a natural fit.
“Crossroads’ daily work in feeding, training, and uplifting families mirrors our own values as a retailer rooted in this community,” noted Ameen Aron, Checkrite spokesperson. “We are proud to be part of this journey.”
For Mahendra Singh, Managing Director of Crossroads International, the support represents a tangible lifeline:
“These funds will allow us to invest in the equipment needed to strengthen our feeding programmes and extend our support to more families. It’s a partnership that acknowledges and amplifies the work we do.”
As an established KwaZulu brand, Nyala has long been associated with cultural authenticity and community pride. Through Pride with Purpose, the brand hopes to inspire collective impact, encouraging shoppers to see their purchases as meaningful contributions.
Mooko closed the event with a call to action:
“Every Nyala product bought at Checkrite is a seed of hope. Together, we can preserve heritage, uplift communities, and build futures with pride.”
