KARIEGA – For Yaseen Jasat Mohammed, better known as Sasso Vlet, launching a dishwashing liquid brand is about much more than selling a household product.

The 31-year-old entrepreneur hopes his business will help rewrite the narrative surrounding Tiryville by showing that innovation, quality and entrepreneurship can emerge from a community that is too often associated with negative headlines.

Operating under his registered company, Droom Solutions (Pty) Ltd, Mohammed recently launched his locally branded dishwashing liquid under the name TIRYVILLE, a deliberate decision to place his community at the forefront of the business. Every bottle carries the slogan ‘It takes a village’, a message he said reflects both his journey and the people who helped shape it. The product is currently available from a local shop at 103 – 105 Tuna Drive, Tiryville.

“Tiryville is home. It’s where I was raised, where I learned resilience, and where I saw both the challenges and the incredible potential of our people,” he said. “Too often, communities like ours are only mentioned when something negative happens. I wanted to change that narrative.”

By putting the suburb’s name on every bottle, Mohammed hopes to create a sense of pride while proving that successful businesses can be built locally. “I want people to see the name and think about hope, entrepreneurship and quality. This brand is my way of honouring the community that helped shape me and proving that your circumstances don’t have to define your future.”

Although the business appears new, Mohammed’s entrepreneurial journey began several years ago. Around five or six years ago, he started selling detergent in recycled two-litre Twizza bottles to residents in the community. While the venture never developed as he had hoped, the experience laid the foundation for what would eventually become TIRYVILLE.

“It had been on my mind for a long time. Looking back, I don’t know if it was the timing or if I simply wasn’t ready yet. But even then, I knew I wanted to build something bigger,” he said. “Instead of focusing on what I didn’t have, I focused on what I could build. Today, seeing TIRYVILLE on professionally branded bottles is a reminder that every big dream starts somewhere, and I’m proud that this one started right here in my community.”

Like many residents across Nelson Mandela Bay, Mohammed also experienced the impact of the metro’s prolonged water crisis. Rather than discouraging him, he said it reinforced the importance of creating products that offer genuine value while highlighting the role local businesses can play in supporting their communities.

“The water crisis affected all of us. It reminded me that we often take basic necessities for granted until they’re gone. It strengthened my belief that products should offer real value,” he said. “The experience also reinforced why local businesses matter. When we build businesses in our own communities, we’re not disconnected from people’s struggles, we live them too.”

Building the business has not been without its challenges. Mohammed said financial constraints, sourcing bottles and labels, learning about manufacturing, and establishing a brand from scratch have all tested his determination. However, he sees each obstacle as another lesson on the road to success.

“What keeps me going is my vision. I believe that if young people can see someone from their own neighbourhood building a legitimate brand, they’ll realise it’s possible for them too. I’m not just building a product, I’m trying to build belief.”

While he has received encouraging feedback since launching, Mohammed admits he expected stronger support from within his own community. Instead, much of the early encouragement has come from people outside Tiryville.

“The response has been mixed, to be honest. I expected more support from my own community, but I’ve actually received a lot of encouragement from people outside of Tiryville,” he said. “Many of them have congratulated me and told me they’re proud to see a brand carrying the name Tiryville.”

He remains optimistic that perceptions will change as the business grows. “My hope is that more people from my own community will see that this isn’t just about selling dishwashing liquid, it’s about proving that something professional and meaningful can come from Tiryville.

For years, Tiryville has often made headlines for the wrong reasons. If TIRYVILLE can help change that narrative, even in a small way, then I’m already achieving something bigger than I imagined.”

Looking ahead, Mohammed envisions TIRYVILLE becoming a recognised South African household brand, expanding into a full range of home and cleaning products while creating employment opportunities through Droom Solutions (Pty) Ltd.

“If the brand creates jobs, inspires young entrepreneurs and changes the way people think about Tiryville, then I’ll know we’ve achieved something meaningful,” he said. “I want future generations to see that a nationally recognised brand can come from Tiryville, and that where you come from should be a source of pride, not a limitation.”

His message to aspiring entrepreneurs is simple: “Start where you are, with what you have. You don’t need to have everything figured out before you begin. Many people wait until they have enough money or the perfect plan, but progress comes from taking the first step.”

For more information, contact Sasso at droomcorporation@gmail.com or on 069 316 4707.

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