Women, men, girls, and boys are equally important for the transformation of the EELA market in East and Southern Africa. Moreover, women are the main users of household products, and they are also strongly affected by low-quality and inefficient products, which can, for example, impact their health. However, studies show that over 68% of the people who purchase the appliances are men, women are rarely involved in deciding on the appliances to be purchased [Energia 2020].