It looks like Mariam Jimoh’s delivery app Oja is a fraud, and Twitter has all the receipts

Oja is a food delivery service founded by Miriam Jimoh, which seeks to make ethnic foods readily available by connecting local multi-cultural stores. Well, according to the brand. Oja, if you didn’t know, is the Yoruba word for ‘market’ and in the wake of Oja being among the three recipients of a free cash injection prize of £10,000, a women-empowerment initiative by young British fashion designer Conna Walker, a plagiarism controversy has sprung up.

It appears that there’s another Oja delivery service, this one with Express incorporated in the brand name. Founded by Boyede Sobitan and Fola Dada, Oja Express does the exact same thing as Jimoh’s Oja, in the context of being a one-stop store for accessing African and Caribbean foods and groceries from ethnic and multi-cultural retailers.

On Twitter, Jimoh has been called out for blatantly plagiarising another business, copying everything right down to details like brand color and logo. Nigerian author and digital strategist Luvvie Ajayi pointed this out succinctly.

Here’s Jimoh trying to [coughs] defend her plagiarism:


Here’s a reaction from Oja Express, in the wake of the controversy:

Conna Walker, who is the founder of House of CB, an ultra-feminine brand that has been patronized by Beyonce, Jennifer Lopez and Bella Hadid is yet to make a comment regarding the controversy. It’s worth mentioning that 4,000 female-owned start-ups went in for the prize, and Jimoh’s Oja fraudulently benefiting from the initiative isn’t a good look for its credibility.


Editor’s Note: A previously published headline stated Mariam Jimoh’s delivery service as Oja Express instead of Oja. Furthermore, the views presented in this post are solely of the writer and doesn’t reflect the position of YNaija.




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