Malawi overlooks local talent: pushing youth into white-collar jobs

When commuters in Lilongwe pass hand-painted Water Board kiosks in areas such as Nanjili, Zankutu, and Biwi, they are viewing the work of sign writer Jai Msoma, who argues that Malawi has not fully begun valuing local talent.

As the director of 3D Business Solutions, Msoma represents a tier of local artisans who have successfully scaled from childhood sketching to handling large corporate accounts, while managing the tension between traditional craftsmanship and modern technology.

Msoma traces his beginnings to the early 1990s at Chilomoni Catholic School in Blantyre, where drawing was initially only a hobby.

Over time, that hobby developed into a business focused on T-shirt printing, banners, and large-scale signage. He emphasizes that producing high-quality work for large media requires complete clarity of vision, combining innate talent with refined technical skill.

His portfolio includes branding for Dzalanyama bottled water and completing work for Airtel billboards. However, his approach to the Water Board kiosks illustrates a recurring dynamic in his industry.

Clients initially requested that the kiosks be branded using modern vinyl wrapping. Msoma advised against this option and instead recommended traditional paint, an approach he argued was more suitable for the specific project requirements.

Delivering that vision also requires managing material constraints. Msoma explains that although oil-based paints can offer durability, their long drying times may disrupt project timelines.

He primarily works with acrylics, a medium that requires years of technical knowledge to apply effectively on a large scale, but enables faster completion.

While he sustains a steady stream of corporate projects, Msoma remains outspoken about how Malawi values skilled trades.

In an interview with Malawi24, he expressed concern that the lack of recognition for local artistry is influencing the country’s economic choices.

“Malawi has not fully begun valuing local talent, which contributes to many young people choosing white-collar jobs rather than becoming business owners,” he said.

To address this trend, Msoma points to technical colleges as a necessary bridge.

He argues that without deliberate cooperation between the corporate sector and government to support these institutions, the country will continue to miss opportunities to develop entrepreneurs.

Msoma emphasized that investing in technical skills is not only a matter of preserving the arts; it is also a practical strategy for enabling young people to become self-reliant.