Noeline Rajbally: Purposeful Leadership and Empowerment

Introduction

Noeline Rajbally is the director and co-founder of African Sugar Logistics. For the past 17 years, she has dedicated herself to building this successful business alongside her husband. Throughout this journey, she has also focused on uplifting the communities around her. Noeline explains, “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.”

The Mindfulness Academy: Empowering Women and Children

One of Noeline’s proudest achievements is the Mindfulness Academy, a platform she established a few years ago. Its mission is to ‘elevate, educate and empower women and children’. Serving as the corporate social investment arm of African Sugar Logistics, the Mindfulness Academy has enabled her to help countless individuals find confidence and direction, enriching many lives along the way.

Community Engagement and New Ventures

Noeline’s contributions extend beyond her business. She co-founded Her Story Circle, a women’s group dedicated to providing a space for women to share their journeys, inspire each other, and foster cross-generational conversations. The group’s motto, ‘You will always have a seat at our table’, reflects its inclusive and supportive spirit.

Recently, Noeline and her husband launched Unalome, a bespoke wedding and functions venue on KwaZulu-Natal’s North Coast. The name Unalome, meaning ‘the path to enlightenment’, encapsulates her approach to life and leadership.

Determination and Courage

Noeline’s path to success has not been without challenges. She reflects, “Success can be defined in many ways, but it did not come without struggle. I think that my faith in God and belief in myself changed a lot of narratives.” Her dream has always been to live in a world that is inclusive and full of opportunity, not just for herself but for future generations. Although she acknowledges that she may not see this vision realised in her lifetime, she believes in taking it one step at a time and doing her part to improve the world through her initiatives and public platforms.

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.” Prioritising investment in her team has been key in running a successful business. She believes that leading by example and teaching people soft skills—such as empathy, kindness, and reaching out to others—are essential, especially in today’s fast-evolving world.

A Source of Purpose

Noeline’s achievements are not confined to the boardroom. In 2023, she entered Mrs South Africa and placed as the First Princess, gaining national recognition. The following year, she represented South Africa at the Mrs Globe International competition, where she was ranked in the Top 20 and received both the Motivator of the Year and Mountain Top awards. Despite these accolades, she considers her family to be her greatest achievement. “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.”

Her journey has also involved significant hardship. In 2023, she was diagnosed with breast cancer just two weeks before the Mrs South Africa finals. She recalls the experience as overwhelming, especially with the public spotlight on her, but credits her medical team and the support of her family and community with helping her through. Rather than viewing her illness as a setback, Noeline used it as a source of purpose, becoming an advocate for early cancer detection and sharing her story on both local and international platforms. Her resilience and positive outlook continue to inspire many.

Empowering Advice for Young Women

When asked to share advice with young women, Noeline offers profound and practical guidance. Referencing Simon Sinek’s philosophy, she encourages women to “find your why”—using it as a guiding compass and North Star. She champions dreaming 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.” On failure, she says, “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. She aspires to leave a legacy that future generations will be proud of, emphasising that legacy is not about wealth or awards but about being a kind, trusting, and compassionate human being, especially in challenging times.

Noeline’s concluding advice encapsulates her philosophy on 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.”