Noeline Rajbally

Noeline Rajbally is the director and co-founder of African Sugar Logistics. She has spent the past 17 years building this successful business alongside her husband, while simultaneously uplifting the communities around her. She explained, “When we went into business, it was a leap of faith for Rajesh and I. It was about giving our kids a better life and a shot at a brighter future. But that soon evolved into why did we take this leap of faith? And that came with the very purposeful intentions of growing people, a staff first approach, reaching out to disadvantaged communities and schools, and doing greater purposeful work.”

As such the Mindfulness Academy is one of Noeline’s proudest achievements. It is a platform she established a few years ago with the goal to ‘elevate, educate and empower women and children’. It serves as the corporate social investment arm of African Sugar Logistics. Through this platform, she has helped
countless individuals find confidence and direction and has enriched many lives.

Noeline’s work extends beyond business. She is the co-founder of Her Story Circle, a women’s group that
creates space for women to share their journeys and inspire one another, as well as creates a space for cross
generational conversations. The Her Story Circle motto is: ‘You will always have a seat at our table’. Recently,
she and her husband launched Unalome, a bespoke wedding and functions venue on KwaZulu-Natal’s
North Coast. The name Unalome translates to ‘the path to enlightenment’, a phrase that reflects her approach to life and leadership.

DETERMINATION AND COURAGE
For Noeline, success has not been an easy road. “Success can be defined in many ways, but it did not come without struggle,” she reflects. “I think that my faith in God and belief in myself changed a lot of
narratives.” She has always dreamed of living in a world that is inclusive and full of opportunity, not only for
herself but for future generations. “Although I might not live to see that in this lifetime, I have faith that it’s
one step at a time. I do my part in making the world a better place through the initiatives that I run and
through the various public platforms that I’m involved in as a public figure.”

Her leadership philosophy is centred on people. “I think being a people-focused business is what’s important to us. We lead with integrity and we strive for excellence.” Investing in her team has always been a top priority in running a successful business. She added that leading by example and teaching people soft skills, such as to be empathetic and kind and to reach out to those around them to make a difference is critical, especially in the fast evolving world that we live in.

A SOURCE OF PURPOSE
Her achievements extend beyond the boardroom. In 2023, she entered Mrs South Africa and was placed
as the First Princess, a title that brought her into the national spotlight. The following year, she represented
the country at the Mrs Globe International competition, where she placed in the Top 20 and walked away with the Motivator of the Year and Mountain Top awards. Yet, she insists that her greatest achievement is her family. “I have three lovely kids. I love being a wife and I love taking care of my two fur babies. That gives me more satisfaction when it comes to achievement.”

Noeline’s journey, however, has not been without hardship. In 2023, she faced one of her most difficult
challenges when she was diagnosed with breast cancer. “It was obviously shock and horror. And there’s never a convenient time to hear those words,” she recalls. The diagnosis arrived just two weeks before the Mrs South Africa finals. “Everything was very overwhelming because the spotlight was on me. But I had a great medical team. Support is so important from your family and the people around you and I feel that without my faith and that support it would have been a very different experience for me." Rather than viewing her illness as a setback, Noeline transformed it into a source of purpose. “It has given me
leverage to create a platform where I am an advocate for early detection of cancer. I’ve spoken on many
platforms internationally and locally.” Her resilience and positivity continue to inspire many.

When asked what advice she would give to young women, her response is both profound and practical.
“Like Simon Sinek would say, find your why. It’s your guiding compass and that North Star.” She encourages
women to dream boldly. “As a young woman, I recall myself dreaming the grandest dreams. And it’s okay to
dream those dreams because when I look back and if I told people that I dreamed this dream, I think I would
be laughed at because at that stage it would seem impossible. But young women with dreams become
women with vision. So never stop dreaming.”Her philosophy on failure is equally inspiring. “Failure
happens all the time. It is not a full stop. It can be a pause, but it should be your jet fuel for your comeback.”

THE POWER OF GRATITUDE
Today, Noeline pursues her purpose with humility and gratitude. “I want to leave a legacy that is iconic that
is worth every generation that comes after me saying, ‘I’m proud of that woman’. For her, legacy is not about
wealth or awards. “It’s about being a kind and trusting human being who’s been compassionate, especially in
this day and age, where sometimes it is difficult.”

Noeline concludes with advice that defines her approach to life: “Concentrating on your health, your
mindset and your well-being should be on top of your list. I’m such a big advocate for self-development, self
love and self-care. When that mindset is achieved, it just makes life better, more enjoyable and more peaceful.”