Amritha Rugbeer

What does your company do?

eCubed specialises in Business Optimisation by transforming any business into a data driven power-house. Our key focus areas are: 1) Agentic AI – Work smarter, save time, and cut costs. 2) Data Monetisation – Unlock new revenue streams from your own business data. 3) Managed Services – Cloud & on-prem solutions tailored to your needs. Our AI-powered platforms unify and optimise data across departments, helping businesses harness AI for smarter decisions. We also offer cutting-edge solutions in data, voice, video, and text analytics, including: Video Analytics – Leveraging CCTV for enhanced security & operational efficiency. Voice & Text AI – Revolutionising customer interactions & team performance. At eCubed, we don’t believe in one-size-fits-all. Our bespoke solutions are designed to help businesses scale, innovate, and thrive in a rapidly evolving digital world.

What is your biggest success?

In 2017, eCubed, founded and led by Amritha Rugbeer, made history as the only black female-owned business accepted into MTN’s Enterprise Supplier Development programme. This milestone launched a journey that redefined black female leadership in South Africa’s tech sector. Amritha’s vision and resilience quickly positioned eCubed as a standout performer. By year’s end, the company was appointed a preferred supplier to MTN, and in 2018, was selected as an SME partner for a major infrastructure project via Huawei. Despite entering unfamiliar territory, eCubed mastered the complexities of telco infrastructure, ultimately taking full ownership of its project portion within six months. Today, eCubed manages the Linux, Wintel, and F5 environments at MTN, delivering mission-critical support. This success reflects a powerful truth: transformation, innovation, and black female excellence belong at the core of Africa’s digital future. eCubed continues to evolve, with a strong focus on AI-driven solutions and data transformation.

What has been your biggest hurdle?

When eCubed was awarded a major infrastructure project through Huawei for MTN, CEO Amritha Rugbeer faced multiple challenges. The work involved highly technical systems , Linux, Wintel, and F5 which were outside eCubed’s core expertise. In addition, Amritha had to navigate cross-cultural collaboration with international teams, male-dominated boardrooms, and a significant skills gap. As the only black female leader in a space dominated by established players, the pressure was intense. Amritha leaned into the challenge by rapidly upskilling, guiding her team, and building bridges with global partners. Her leadership turned uncertainty into momentum. Within just six months, eCubed gained the trust of MTN, taking full ownership of its project segment. What began as a stretch assignment became a defining success. Today, eCubed maintains key infrastructure within MTN, and Amritha’s journey remains a powerful example of resilience, growth, and breaking barriers in Africa’s digital economy.