Nigeria: Promoting 'Made in Nigeria' - Strategic Imperatives for Economic Growth

31 March 2025
Premium Times (Abuja)
column By Titi Ojo

Despite notable strides in local manufacturing, agriculture, and services, Nigerian products continue to face challenges in competing with imports

Nigeria, Africa's largest economy, has long relied on imports, often at the expense of local industries.

However, in a world where self-sufficiency and national branding are becoming increasingly critical, promoting 'Made in Nigeria' is no longer just a patriotic slogan--it is an economic necessity.

Strengthening local production, enhancing competitiveness, and boosting consumer confidence in homegrown goods will create jobs and drive industrialisation and economic resilience.

Despite notable strides in local manufacturing, agriculture, and services, Nigerian products face challenges competing with imports.

A well-structured strategy is required to change this narrative--involving government intervention, private sector commitment, and consumer buy-in.

Why 'Made in Nigeria' Matters

Economic Diversification: Reducing over-reliance on oil exports by expanding local manufacturing and services.

Job Creation: Encouraging domestic production increases employment opportunities across multiple sectors.

Stronger Currency: Decreasing import dependency helps conserve foreign exchange and strengthens the Naira.

Export Competitiveness: A well-branded 'Made in Nigeria' initiative can position the country as a key player in global markets.

Strategic Imperatives for Promoting 'Made in Nigeria'

1. Strengthening Local Manufacturing and Industrialisation

For locally made products to thrive, Nigeria must prioritise industrial development by:

  • Investing in power and infrastructure to reduce the high cost of production.
  • Providing low-interest loans and grants to local manufacturers to scale operations.
  • Establishing industrial clusters and free trade zones to enhance production efficiency and competitiveness.

2. Improving Product Quality and Standardisation

One of the major setbacks for Nigerian products is the perception of poor quality. To compete globally, Nigeria must:

  • Strengthen regulatory agencies like SON (Standards Organisation of Nigeria) and NAFDAC to enforce quality control.
  • Encourage manufacturers to adopt international certification standards for their products.
  • Support innovation and research & development (R&D) to improve product quality and efficiency.

3. Policy Support and Government Patronage

The government has a crucial role to play in driving local production through policies such as:

  • Local Content Laws: Enforcing policies that mandate using locally sourced materials in key sectors.
  • Public Procurement Policies: Government agencies should prioritise Nigerian-made goods in their purchases.
  • Tax Incentives: Reducing taxes and offering duty exemptions for businesses that produce locally.

4. Branding and Marketing 'Made in Nigeria' Globally

A strong brand identity can elevate Nigerian products in the global market. To achieve this:

  • A national branding campaign should be launched to build consumer confidence in local goods.
  • Nigerian businesses should leverage e-commerce and digital marketing to reach international customers.
  • Investment in trade fairs and expos will help showcase Nigerian-made products to global buyers.

5. Changing Consumer Perception and Encouraging Local Patronage

For 'Made in Nigeria' to succeed, Nigerians must embrace local products. This can be achieved through:

  • Public awareness campaigns highlighting the benefits of buying locally made goods.
  • Incentives for consumers, such as discounts and loyalty programs for purchasing Nigerian products.
  • Encouraging corporate and celebrity endorsements to shift public perception and promote local brands.

6. Expanding Export Opportunities for Nigerian Products

Beyond local consumption, Nigeria must position itself as a major exporter of quality goods. This requires:

  • Full utilisation of AfCFTA (African Continental Free Trade Agreement) to access African markets.
  • Improved logistics and port efficiency to ease product movement across borders.
  • Strengthening export financing and trade support schemes to help local producers scale globally.

The Road Ahead: A Collective Effort

Promoting 'Made in Nigeria' requires the commitment of all stakeholders--government, businesses, and consumers.

With the right policies, improved infrastructure, and a shift in consumer mindset, Nigerian products can achieve global recognition.

By supporting local industries, Nigeria can unlock vast economic opportunities, create sustainable jobs, and build a resilient economy.

The time to act is now--Nigeria must take bold steps to turn its potential into a global success story.

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