The surge of substandard products infiltrating Nigerian markets has been a growing concern, with consumers hesitating to trust the authenticity of goods, be it in bustling urban centers or the quiet corners of rural landscapes.
A considerable portion of these substandard products, spanning from pharmaceuticals to electronics, ICT products, building materials, machinery, and even everyday items like handkerchiefs and padlocks, find their way into Nigeria from other countries. Disturbingly, reports from the Standards Organisation of Nigeria (SON) indicate that as much as 85 percent of goods circulating in the country fall under the categories of substandard or counterfeit.
In the quest to address this scenario emerged a partnership recently announced in Lagos, where BTech Germany, a global leader in quality consumer electronics, joined forces with Cubana FMCG, a Nigerian fast-moving consumer goods company. Together, they unveiled an exclusive line of home appliances and state-of-the-art consumer electronics crafted for the discerning Nigerian market.
At the heart of this collaboration is a commitment to not only meet but also exceed consumer expectations. According to Efosa Ogbeide, Managing Director of Cubana FMCG, this collaboration signifies BTech Germany’s entry into the Nigerian market, introducing an expert in the art of precision engineering and bringing home to Nigeria the German craftsmanship.
Further, Ogbeide lauded the partnership as a positive disruption aimed at delivering consistency, trust, and quality. He also noted that this venture into electronics expands Cubana FMCG’s already diverse portfolio, encompassing beverages, cosmetics, and packaged foods.
In a strategic move toward “glocalization,” Ogbeide announced plans for local assembling of electronic products in Nigeria, with an aim to contribute to the nation’s GDP and create substantial employment opportunities for the youth.
“We believe in glocalization, where global expertise meets local impact. The partnership includes plans for local assembling of electronic products in Nigeria, aiming to add value to the nation’s GDP and to provide massive youth employment,” he said. “The ‘German Machine’ is back! This partnership is more than business; it’s a commitment to the growth and development of our dear nation.”
Echoing this sentiment, Emeka Roy Ezeala, Chairman of BTech Germany and former Nigeria National football player, highlighted the brand’s global reputation for high-quality household appliances, including air-conditioning, cookers, fridges, washing machines, and mobile TVs. Ezeala also revealed plans to expand production and initiate an assembling plant in Nigeria, marking a significant step into the African market.
The launch event was not merely about product introductions; it was a celebration filled with live music, engaging activities, and a ‘swing-to-win’ game where two fortunate winners walked away with a BTech Television and Refrigerator.
Guests present included Sonja Boeckenhueser, BTECH Germany Managing Director; Alp Yalchin, BTECH Germany Sales Manager; Felix Magath, Product Manager, a former two-time World Cup player for the German National team, and a long-term friend of Emeka Roy Ezeala.
In his closing remarks, Efosa Ogbeide emphasised that the partnership symbolizes a shared commitment to innovation, quality, and economic development in Nigeria. Through contributions to GDP and job creation for the youth, the collaboration between Cubana FMCG and BTech Germany stands as a testament to their determination to reach new heights in the fast-moving consumer goods space.