It all began in the 1920s, when Kishin Chand Chellaram stepped off a boat and onto the shores of Lagos. He had heard from a family friend that there was money to be made in Nigeria and had journeyed for months across the sea to find out if this was true.
Chellaram was a small textile business owner in his hometown of Hyderabad. In 1923, he joined other Sindhis who were venturing into Nigeria’s growing economy. After two weeks of exploring his options, he sent for the first consignment of goods.
In the late 1940s the Chellarams, who are Hindu, were forced to leave their home after East and West Pakistan were formed as a Muslim state. The Chellarams sold all their assets, exchanging them for coupons in Bombay, and set up shop permanently in Lagos.
The name Chellaram became known in Nigeria for retail, operating 17 department stores across the country selling groceries, cosmetics, textiles, luxury items and electronics from the early 1950s up until 1992, when economic and political conditions in the country slowed down its operations. The family business survived as Chellarams Plc. and is one of the largest conglomerates in Nigeria, with a business portfolio consisting of fast-moving consumer goods, chemicals distribution, a bicycle manufacturing division, a food packaging unit contracted to Nestlé Nigeria, an industrial goods sales and service subsidiary, a textiles manufacturing unit, a plastic film manufacturing unit, quick service restaurants, a travel agency and a retail operations business.
This mixed bag of companies is now run by Kishin Chand’s great-grandson, Suresh, his wife Kavita and his two children, Aditya and Amisha. Although the company listed on the Nigerian Stock Exchange in 1978, 75% of the business is still held by the family; 20% belongs to shareholders and the remaining 5% is in the name of a Nigerian charity.
“My great-grandfather was the first Indian member in Nigeria’s prestigious Ikoyi Club and the first Indian to live in Ikoyi,” says Aditya proudly.
Amisha was behind the first foray of South African retail giant Woolworths into Nigeria. She started as a franchisee in 2002, but operations halted in 2005 due to an importation ban on garments and footwear. In November 2011, the deal was reopened as a joint venture business that will see three stores running in major shopping centers in the country this year. The company also made headlines in Nigeria when it entered into a joint venture with RJCorp of India and Yum! Restaurants International as the sole operator of the KFC brand in Nigeria. Today, 15 stores operate in Nigeria, with plans to open another 15 stores this year.
Chellarams has also partnered with big international names like American Express travel services, Oldenburger and Real (dairy products), as well as chemical companies like Shell and Bayer, and other international consumer durables and electronics companies. The company’s biggest trading line is chemicals for the foam mattress industry and 70% of their chemicals sold go into this.
“Nigerians are very savvy and well traveled, so they are exposed to international brands. They are looking for brands and these brands are looking for Nigeria now. With the recession in Europe and America, everyone is looking to Nigeria now and Chellarams is positioning itself to be a partner for these guys—not just an investment partner but a strategic partner that can provide services and that has the local knowledge. We will keep finding ways to leverage these partnerships to grow our other businesses,” says Aditya.
The Chellarams family is a picture of success in Nigeria, but it has not been easy. As any Nigerian business owner can tell you, manoeuvering the political and socio-economic environment in the country is an uphill battle. Nigeria has had a turbulent past, which has resulted in a tough business climate.
“A difficult period was the early to mid-’90s with the major devaluation and the ’94 election saga,” Aditya reminisces.
“International credit lines were given to Nigerian banks and they were crawling on repaying these loans. They began to aggressively try and cease advantage and take over our house. Real estate really saved us then and we have had to sell some iconic real estate that we owned, including warehouses, retail stores and an office tower.”
Remarkably, the family was not derailed by the oil boom of the ’60s when many companies were rushing to get a piece of Nigeria’s black gold.
“We are not running after a rainbow. It is a high investment business and we were small boys. It’s a game that is not for Indians or foreigners but a game for the indigenes. Our aim is to supply products that benefit these businesses which, Chellarams believes, is a better business model anyway.”
Africa hosts more than 150 Indian businesses today, many of whom are trying to penetrate Nigeria’s market. The company claims that it is not threatened by the increasing number of similar businesses entering the space it has occupied for the last 88 years. Rather, Chellarams is more worried about competition from Nigerian companies that are able to operate with lower overheads and have more focused product lines, geography and customer base within Nigeria. These businesses import their products and sell them at much lower prices.
The family is trying to invest in Nigeria’s power sector and capitalize on the government’s plan to reform and deregulate the sector. Chellarams had already formed a company called Solar Power Generation Ltd, which has already commissioned two gas-powered generators and has attained permission to sell power to their neighbors in the industrial areas of Lagos. This project has the capacity to hold up to 50 megawatts. Currently, Nigeria is the only country in which the family operates, but its next step is West African expansion in both the Anglophone and Francophone parts of the continent. Chellarams Plc. is already looking into sponsoring activities in Chad, Cameroon and Niger, where the plan is to create the pull effect for their goods into these three nations. Chellarams also has its eye on a full-time operation in Ghana.
To finance its growth objectives, the company issued a N1.5 billion ($9 million) BBB-bond in December 2010 and a second tranche of N3.5 billion ($22 million) in December 2011.
“For now, we are just holding back and looking, but we expect partnerships to be a big part of the brand. This is the business model that is prime for a region that everyone is trying to come into at once.”
The family says it will continue Kishin Chand’s Nigerian dream in the 21st century. When people ask where they come from, the family says: “We are Sindhi refugees but Nigeria has been a warm welcome.”
Packing Light In School Bags
Former South African rugby star John Mametsa provides alternative energy solutions for the state. With his wife Tumi, he says their future in the business is bright.
In his prime, former Blue Bulls winger John Mametsa had rugby fans screaming in delight at his try-scoring exploits at Loftus Versfeld Stadium. Between 2001 to when he retired in 2010, he had brought smiles on people’s faces.
Hidden beneath the rugby bravura on display on a weekly basis were Mametsa’s entrepreneurial exploits, which led him to co-found Soltech, a solar technology company he started with his wife Tumi.
Soltech has bridged the gap between solar technology and user-friendly consumer products by creating school backpacks, outdoor umbrellas and lifestyle bags custom-fitted with solar power.
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The smiles are back but Mametsa has brought them in a different form.
Soltech’s main aim is to help companies achieve their corporate social investment targets and make a real difference in the lives of school children who might not have electricity at home, or whose access to electricity is limited.
“Generally, I love giving back. Just to see the kids smile brings joy to me,” Mametsa says.
“It is the best space I could have asked for. Other than when I was involved in rugby, this is the best thing I could have ever been a part of.
Putting smiles on kids’ faces is the best thing. Because we are dealing with children, we have aligned ourselves with people that want to make a difference.
“We don’t stop at just giving them the bags where they can charge phones and study at night but we also educate them about the social ills that come with roaming on the internet and social media.”
During this period of Eskom blackouts, uncertainty about South Africa’s energy and a widening chasm between the haves and have-nots, he says Soltech’s products make a difference in the lives of ordinary citizens.
In a sense, they’ve taken the might of solar technology and put it right in people’s hands. The school bags come with a solar-powered battery, which has a night lamp and cellular phone battery charger installed.
“With everything that’s going on at Eskom now, they (citizens) are using millions of liters of diesel per month, just to keep the lights on,” Mametsa says.
“Hence, it’s coming back to hit our pockets and they (Eskom – South Africa’s national energy provider) are raising the electricity prices again. Such things we have to read about so that, as we grow, we educate the people that we are selling the bags to.
“At some point, you need to convert [to reusable energy sources], you need to start using solar energy. We are still fortunate that there’s an Eskom in the first place. What about those countries that don’t even have electricity at all?
“Yes, we have power cuts but the people that really need the bags are people in the rural areas.”
Admittedly, Mametsa was the pretty face and Tumi conceptualized the idea when they started. But their partnership was perfect in more ways than one. Tumi, just like her husband, had a massive entrepreneurial drive.
While Mametsa was playing rugby, he would dabble in taxi and printing businesses – an uncommon trait among sportsmen and sportswomen who are at the peak of their powers. Tumi was no different. As a student, she would sell hair and cosmetics products, something that sharpened her business senses.
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And despite a successful 11-year career in corporate as an accountant and financial manager for companies such as Alexander Forbes and the Film and Publication Board, Tumi took a bet on herself and dedicated her time fully to building Soltech.
The result was that, in just the company’s second year, they have signed a memorandum of understanding with Finland solar technology company Tespack. Tespack founders Caritta Seppä and Yesika Robles were last year named in Forbes ’s 30 Under 30 Europe.
The joint venture will see Soltech come out, among other things, with a solar-powered, fast-charging power bank, which should totally disrupt the smartphone accessories market.
“There’s going to be skills and knowledge transfer,” Tumi says.
“The DTI (Department of Trade and Industry) is also backing us on the partnership because we need them and their funding to assist us. We will be hiring South Africans to work the machinery, which was something that was very attractive to the DTI.
“The Tespack partnership confirmed my belief that our company could grow from a small tree to a forest someday. Once we manufacture in-house we can streamline the process. And there are so many other ideas for products I have, such as ladies’ handbags and stuff.”
Here at home, Soltech has partnered in CSI projects with Liberty and Exxaro and they hope to grow their client base in the next couple of years. It is a huge endorsement of their products and should see them salve some of the hurt from the country’s electricity crisis, especially to those who need it the most.
‘Worth Millions And Billions’
Terence Terenzo, the award-winning South African hairdresser and founder of hair salon group Terenzo Suites, on his biggest investment decisions and blunders.
What is your investment philosophy?
One of my philosophies is to really analyse ‘is this an investment or is it a money pit… Are you sure you got a good investment and not a liability?’… Over the last 10 years, I’ve tried to invest in things that don’t absorb all my time and energy.
So if someone were to say to me, ‘you can work your butt off seven days a week and we will give you a million rand a month, or you can take it super easy and do the absolute minimum but you can have R400,000 ($27,700) a month’, I would rather take the R400,000 because that would free me up so much more.
I would have time to do things that are important and other projects. So, for me, it is about setting up passive income businesses instead of creating businesses that need huge amounts of management.
What are some of the big investments you have made over the years?
Most of them were in property but this, Terenzo Suites, is one of the biggest investments I have ever made. It was many many millions. And then on the stock market, I’ve played around on the Johannesburg Stock Exchange where we have invested quite heavily. I would use it, then look at the market and sometimes pull the money out and move it. I have also invested in Naspers.
Have you had any regrets?
If any entrepreneur tells you that he hasn’t had that [an investment blunder], he is lying. So, what happened was I bought a property in 2008, just before the [recession]. I was stuck with it for years and even when I sold it, I sold it many years later at the same price I bought it.
I bought it in an absolute inflated stop end, and it was really at an all-time high and I had to sell it at an all-time low… But the main thing for me about those kind of things is that you learn from them and you must not beat yourself up for too long.
Try and see what you learned from them.
Why did you invest in the hair business?
I think the hair industry is going to explode in South Africa and the whole continent, if you just think of the possibilities of wigs, hair pieces, hair colors and relaxers. Millions of women before weren’t so worried about their hair but as the world has changed so much, all of them want to look amazing and they want to look current, fresh, sexy, and that is all a part of the hair industry.
What should you consider first before you invest in your hair?
I think the one thing is to have a professional conversation with someone instead of just doing your own thing and, usually, hairdressers are quite happy to consult with you without charging you before you make a serious investment in hair pieces or wigs.
How big do you think the hair industry is in Africa?
I think it is worth millions and billions… and I think it is an undiscovered industry that is still going to explode. I don’t think we have scratched the tip of the iceberg with this.
A Germ Of An idea
The microbiologist-turned-entrepreneur Babajide Ipaye started making good-looking shoes to fit his size 48 feet but decided to create them for others as well.
Selling shoes was probably the last thing Babajide Ipaye, a microbiology graduate, envisioned doing. But when by the age of 10, he was already wearing his father’s shoes, a size 44, he knew that some day that he would step in that world.
The only child of his parents, who passed away in a car accident when he was only 11, Ipaye was raised by his grandparents and extended family members who shaped the early years of his life.
“I had a lot of people who were trying to nurture me and they had different professions. So for example, one was an artist and I was endeared to him, another one was a medical doctor, so my granddad wanted me to study medicine and another uncle was a computer scientist, so I was kind of confused growing up. I wasn’t sure what I wanted to do, so I kind of lived the life of almost everyone that influenced me,” says Ipaye.
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That confusion helped Ipaye cut his teeth in various industries early on in his career. His medical doctor uncle influenced his career as a microbiologist where he worked with Ideas International Bio Technology Services, spending his days cleaning up oil spills and bacteria.
Then followed a stint in Information Technology (IT), a move also inspired by another uncle, where he worked with Tranter IT Infrastructure Services and Computer Warehouse as an analyst deploying managed technology services for multinationals like Guinness, Total and KPMG.
“At this point in time, IT was very hip and we happened to be one of the early pioneers in the tech space which was a very exciting time and considering where I was coming from in microbiology, it was a new field for me, I was working with multinationals and the exposure was amazing, it gave me a very broad sense of how organizations function.”
But Ipaye soon became dissatisfied with being put in a silo. There was too much structure and rigor due to the size of these multinationals and he became bogged down with a lot of systems and processes, which ultimately stifled his creative juices. His solution was to start his own IT company, Torque Technologies.
The company began providing IT equipment and technology services in its early days to multinationals before quickly creating a niche for itself in the fiber optics space. In early 2003 to 2005, the Nigerian telecoms era had just started booming and Ipaye and his partner saw a first-mover advantage in fiber optics by providing training to firms in Nigeria, which they did for the next 10 years.
By 2015, Ipaye decided he wanted a new challenge outside the IT world. After parting ways with his partner, he began to ponder about his life-long struggle with footwear.
“So I said to myself ‘why don’t I make my own shoes?’ So I went on the internet, did a bit of research and came across a school in the Netherlands called SLEM. I called them up and found out about the shoe-making course and I said since I was on holiday, why don’t I take some time off the business and explore how to make my own shoes and I went to the Netherlands.”
Keexs was born. The goal was to make shoes that fit Ipaye’s size 48 feet but also looked aesthetically pleasing. But making shoes for him alone would prove to be too costly.
Ipaye decided to make shoes for others as well. He would focus on the athleisure market, which is a portmanteau of ‘athletic’ and ‘leisure’, a market that has grown to the stage where it is no longer a trend but a mainstay in Nigerian fashion.
To stand out in the competitive footwear market, Ipaye decided to add some African elements to his innovative footwear brand and focused on outsourcing the production to a factory in the Netherlands while he focused on the product and design to save on cost.
The aim in the long run was to move production to Nigeria where he could fulfill the brand’s social mission of providing employment and skills training to unemployed youth. However, to make the business viable, he had to make a minimum of 1,000 pairs of shoes to achieve economies of scale. Next came the challenge of securing startup funding.
“From my previous experience of starting my technology business in Nigeria, I came to realize that the cost of funding in Nigeria is very high and also there are a lot of businesses chasing funding and the risk level of most potential investors in Nigeria is very conservative and they don’t want to invest in stuff they are not sure about.
“So I read about crowdfunding and consulted a company in the Netherlands and I came across a site called kick-starter which is a US-based platform that offers a global crowdfunding platform to innovative ideas and projects, hence we started the first innovative and social focused brand in Africa,” says Ipaye.
In just over two years Ipaye has managed to grow the business through leading e-commerce sites like Jumia and Konga as well as via its own website which receives orders from countries around the world. The shoes sell for anywhere from $40 to $60, with over 8,000 pairs of shoes sold till date.
Keexs has about 18 outlets in Nigeria with retail partners in Kenya, South Africa and Guadeloupe and Nairobi.
The company also sells through social media channels where they boast over 15,000 followers on Instagram. The long-term goal for Ipaye is to secure enough funding to set up a factory in Nigeria, which he is looking to raise through an amalgamation of funding sources including grants and loans.
“We realized very quickly that economies of scale is critical to drive the growth of this business therefore there is a need for a lot of capital. There are four sides to this chain; production, design, distribution and retail. The problem with a lot of businesses in Africa is that they are expected to do everything from start to finish along that entire value chain and what that does is, it stifles the growth of the business,” says Ipaye.
The big-time hit when CNN profiled Keexs on its African Voices show. Since then, they have managed to establish themselves as an innovative social brand focused on empowering unemployed youth in Nigeria. Next on the to-do list for Ipaye is establishing a production line in Nigeria, and then taking his brand global.
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