Maseru
African unity is key to unlocking the continent’s economic potential and reducing poverty. In a bold move to support this vision, the Mollis Group, a prominent marketing firm, has launched a dynamic program to promote African-manufactured products in regional markets.
This initiative, aligned with the African Union’s (AU) Pan-African aspirations, underscores the importance of intra-African trade and collaboration for sustainable development.
It aims to promote African-made products within regional markets, capitalizing on the principles of Pan-Africanism, which emphasize unity, cultural pride, and a collective spirit.
Recognizing Pan-Africanism as a core value of the AU, the Group is launching an extensive marketing campaign for African brands across continental regional markets, starting with Southern Africa. The initiative will extend to Eastern, Western, Central, and Northern Africa, leveraging the competitive strengths of regional manufacturing sectors.
Lebo Radebe, the CEO of Mollis Group, firmly believes that African-produced goods and services can thrive through intra-African trade. “Economic liberation through mutual trade among African nations is crucial. The African manufacturing industry has matured, and Mollis Group is dedicated to expanding these brands across the continent and beyond,” Radebe asserts.
Radebe emphasizes that the Mollis Group will vigorously promote African brands using well-structured systems and methods of intra-African trade. This was assured to consider AU’s core values which include transparency, accountability, integrity and impartiality.
“As Mollis Group, we shall stand on unity, cohesion, and solidarity as an objective of the African Union and promote sovereignty, territorial integrity, and independence as a way of anchoring the manufacturing industry, especially the food and technology sectors to change the lives of Africans,” Mr Radebe explains.
The Mollis Group has partnered with the Royal Council of Africa, which includes prominent leaders such as King Mswati III of Eswatini and former South African President Thabo Mbeki.
To officially launch this marketing initiative and unveil a foundation supported by the AU and the Royal Council of Africa, an event is planned for the first quarter of 2025 in Johannesburg, South Africa, featuring former President Mbeki and around 40 foreign delegates from Africa.
“Our approach is multi-dimensional. We ensure that we accurately represent the distinct spirit of our local products, creating marketing strategies that not only showcase their value but also tell their unique stories. Radebe further explains that the company’s work goes beyond marketing; it is a mission to make a difference across Africa.
Apart from its established presence in markets like Zambia, the Mollis Group also targets Malawi, Kenya, Tanzania, and Uganda within the East African market.
The AU, a continental organization of 55 member states founded in 2002, aligns with Mollis Group’s vision of promoting inclusive development and reducing poverty across Africa.
This initiative represents a significant step towards economic liberation and showcases the power of collaboration in transforming Africa’s future.
With strong partnerships and a comprehensive approach, Mollis Group is poised to make a lasting impact on the continent’s economic landscape.
