Mohammed ‘MO’ Dewji, the youngest member on the Forbes’ Africa richest list, is
on track to becoming Africa’s richest man by 2023.
And by all accounts
he is well on his way; with a net worth of USD $500 million, a
diversified conglomerate with an annual turnover of approximately
USD $1.3 billion and a recent announcement that A-One Products and Bottlers Ltd, a subsidiary of his company, MeTL Group
has introduced a line of carbonated soft drinks in a variety of
different flavors backed by a financial infusion of over USD $48
million. The investment includes development of state of the art
manufacturing facilities with three world-class production lines which
have a production capacity of 36 million crates per annum.
Speaking over the phone, Dewji explained that the launch of the new
beverage line, which will include carbonated and non-carbonated soft
drinks in over twenty varieties under the premium umbrella brand
called “MO” was “a natural extension of growth” and of what his company,
A-One “already produces for the market.” A-One Products and Bottlers
Ltd began its operations in 1997, producing and distributing its
successful brands of water; Masafi (which means clean in Swahili), Maisha (which means life in Swahili), Just Chill which combined have 35% of the Tanzanian market share and Pride,
the popular juice beverage line which has 45% market share. Even though
Coca Cola and Pepsi have significant market share in Tanzania in the
carbonated beverages sector and therefore are the biggest competitors,
Dewji explained that his company MeTL’s biggest strength is distribution.
The new beverage line includes several unique flavors; Cola, Orange,
Mango, Lemon and Malt. Additionally the initial launch will include
energy drink “MO” Bomba which will compete with Red Bull and a new innovative drink “MO” Sheeba Shake. Dewji explained that “MO” Sheeba Shake is
a “carbohydrate and protein-rich product” and because it is a
“cereal-based beverage suitable for children and adults, it could also
be used as a meal substitute.”
A-One began its operations in 1997 initially producing
PET (polyethylene terephthalate) preforms and bottles and filling
beverages. By 2001, the company expanded its activities to produce
buckets and lids as well as HDPE [high-density polyethylene] jerry cans.
In 2007, A-One introduced a cup and sheet making division to cater to
the requirements of the local Tanzanian population. Seventeen years
later, A-One employs more than 1,100 people and has a fleet of over 100
vehicles that provide door-to-door service to their customers.
Dewji explained that the beverages subsidiary contributes 2% of the total group revenue.
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