Former Jumia Kenya Executive Exposes Racial Discrimination in The Online Firm

Former Jumia Kenya Executive Alleges Racial Discrimination in Language Preference Row

Chief operations officer claims French-speaking bias led to constructive dismissal from e-commerce giant

NAIROBI — A former senior executive at Jumia Kenya has filed a lawsuit alleging he was forced out of his position partly because he does not speak French, in a case that has raised questions about diversity and inclusion practices at one of Africa’s largest e-commerce platforms.

James Njine Kamau, who served as chief operations officer at Ecart Services Kenya Limited, Jumia’s parent company, claims the firm’s chief executive told him in August 2025 that he preferred French-speaking managers because they were “easier to deal with” than their English-speaking counterparts.

The allegation, detailed in court documents filed at the Chief Magistrate’s court in Milimani, Nairobi, on Tuesday, marks a rare public challenge to corporate practices at a company that has positioned itself as a champion of digital commerce across the continent.

Mr Njine, who spent seven years rising through the ranks at Jumia before his departure in late 2025, is seeking at least 14.1 million Kenyan shillings in compensation and damages. His lawsuit paints a picture of systematic marginalisation that he says began shortly after a new chief executive joined the company in May 2024.

“This conduct was discriminatory, arbitrary, targeted me on the basis of linguistic and cultural identity, and was clearly designed to marginalise me, undermine my professional standing, and impede my career progression,” Mr Njine stated in his witness statement.

The case comes at a sensitive time for Jumia, which has been restructuring operations across Africa as it seeks to achieve profitability after years of losses. The company, which went public on the New York Stock Exchange in 2019, has faced mounting pressure from investors to demonstrate sustainable growth in challenging markets.

Ecart Services has denied any wrongdoing. In an emailed response, Ibrahim Mbogo, speaking for the company, said Jumia observes “the highest standards of corporate governance and labour laws in Kenya” and is “committed to a diverse, inclusive, and merit-based workplace.”

“Jumia cannot provide specific comments on the allegations or the merits of the case at this time, as we respect the judicial process and will present our defence formally in court,” Mr Mbogo added.

According to the lawsuit, Mr Njine’s troubles began after the arrival of new management. He claims he was subjected to what he describes as a “fundamentally flawed” performance improvement plan designed to create a pretext for his removal rather than to support his development.

The former executive alleges he was deliberately excluded from high-level meetings and strategic decision-making forums that were integral to his role as chief commercial officer, a position he had been promoted to in December 2024.

“Such actions were not isolated, but systematic, coordinated, and deliberate, intended to erode my authority, diminish my professional standing, and create a humiliating, hostile, and untenable working environment,” Mr Njine stated.

The situation came to a head when the company presented him with a separation agreement offering a 3.2 million shilling package, which he rejected. The agreement would have terminated his contract on December 31, 2025.

Mr Njine’s legal team characterises his subsequent resignation as constructive dismissal, arguing that the working environment had become intolerable. In a demand letter sent on December 4, 2025, his lawyers wrote that the company’s actions had “stripped our client of the dignity, authority, and responsibilities inherent in his role.”

The compensation Mr Njine is seeking includes 8.7 million shillings for unfair termination, 2.2 million shillings representing three months’ salary in lieu of notice, and 735,743 shillings for accrued but untaken leave. He also wants the court to order immediate vesting of 4,000 shares granted to him under Jumia’s virtual restricted stock unit programme in December 2024, which were scheduled to vest in December 2026.

Beyond financial compensation, Mr Njine is asking the court to declare that Ecart’s conduct violated both the Employment Act and the Constitution of Kenya. He wants a ruling that he was subjected to unfair labour practices through “deliberate marginalisation” and the imposition of what he calls a sham performance improvement plan.

The case highlights broader questions about corporate culture and diversity in multinational companies operating across Africa, where linguistic and cultural differences can complicate management structures. Jumia, founded in Nigeria by French entrepreneurs, operates across 11 African countries with varying colonial histories and official languages.

Employment law experts say the case could set important precedents for how discrimination based on language is treated under Kenyan law, particularly in multinational corporations where linguistic preferences may intersect with broader issues of cultural bias.

The lawsuit arrives as Jumia continues to navigate a difficult business environment. In November, the company announced it was leveraging artificial intelligence to reduce its workforce by seven percent as part of ongoing efficiency measures. Earlier this year, it announced plans to cut logistics costs through the introduction of electric vehicles.

Mr Njine’s career at Jumia spanned multiple roles. He joined as a commercial planner in 2018, before being promoted to head of commercial operations and head of performance and planning in 2022. In December 2023, he took on the additional role of head of general merchandise before his final promotion to chief commercial officer.

The court has yet to set a hearing date for the case. Both parties are expected to present their arguments in the coming months, with the outcome likely to have implications for employment practices across Kenya’s growing technology sector.