By Patience Makwele

What began as childhood curiosity and a burning tongue has evolved into one of Namibia’s most recognisable homegrown brands. Frieda Vatileni–Asino, founder of The Chilli Queen Namibia, has built a business that reflects boldness, resilience, and innovation with qualities that have earned her national recognition and a loyal following.

Growing up in Oranjemund, she describes herself as “inquisitive, an identical twin, and one of the middle children.” Her father kept a backyard garden where chilli grew among other vegetables but it was strictly off-limits. “He made us believe tomato sauce was chilli and we could use that as a condiment in our food.,” recalling one of her best childhood moments, she narrated how eating chilli would leave her with teary eyes. Yet curiosity got the better of her.

“I would take some chilli from the garden and eat it behind the house. I’ve always loved the burning sensation of it. I would eat chilli and cough, become teary eyed and obviously set my tongue on fire and spend a long time in the backyard because I knew I couldn’t run to my dad for help after being told not to consume it.”

Years later, that secret fascination became her brand’s spark. “I used to host friends on Sundays and made chilli sauces as condiments. One day my friend Frans Kamati told me to start selling them and that’s how Chilli Queen was born.”
In the early days, Vatileni-Asino sold her sauces straight from her car boot, unbranded but in demand. Her turning point came when she joined the Future Females Business School Cohort of 2021, which she won through pitching, followed by another major milestone — winning the 2022 Agra Grow Competition. 

“That’s when I knew it was game time,” she recalled. “Competing against bright, passionate people made me realise Chilli Queen was something special.” Though Oranjemund shaped her confidence, it didn’t necessarily plant the seeds of entrepreneurship. “Growing up, we didn’t really focus on business, I just did what needed to be done: school, sports, reading,” she said. “Business only became part of me when I realised I could make good money doing what I loved.”

That drive soon transformed into a strategic vision. Today, Vatileni--Asino runs her business with the same discipline she once reserved for school. “I take entrepreneurship seriously. It’s made me smarter and helped me make the right decisions for my brand,” she expressed. Like every emerging entreprenuer, building Chilli Queen came with its fair share of obstacles. “I was often undermined, some people thought I couldn’t do it,” she recalled. 

At one point, while recovering from an accident that left her unable to walk unaided, she continued managing her business. “Incapable? That is not my story.” Vatileni-Asino further admitted that funding and visibility were also major hurdles. “Investors and stores often gave me the cold shoulder,” she explained. “I lacked funds for proper machinery and branding. My big dream was often seen as small, but I refused to give up.”

Winning the Agra Grow competition marked a turning point, unlocking new opportunities for mentorship, marketing, and expansion. “I put so much work into that pitch,” Vatileni Asino stated. “When we won, I knew it was our moment.”
Creativity remains at the heart of her business. Every recipe, she explained, is crafted by her. “I operate in organised chaos — it makes sense to me, and somehow it works.” 

She credited much of her growth to training programmes like the Trade Forward Southern Africa Women in Trade Program, where she later spoke at a graduation ceremony hosted by the Ministry of Trade and the United Kingdom Government. “These programmes opened me up to the world of managing and developing a business on my own as a woman.”

For Frieda, The Chilli Queen is more than just a business,  it is a reflection of Namibia’s spirit. “Our sauces personify the heat of the desert and echo the diversity of our culture,” she emphasized. Adding that “Chilli Queen reminds me of the boldness of a Namibian woman."

Her advice to aspiring entrepreneurs is grounded in belief and self-worth. “A business flourishes when the founder believes in their product,” she shared. “Speak with confidence, and leave an unforgettable mark, even if it’s just a smile. Being a woman is your absolute power.” To her, a confident woman is “self-aware, resilient, independent, and compassionate.” She adds, “Our negative circumstances should never define us, we can grow out of them and become the most confident version of ourselves.”