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Rayan Investment Angola has made a name for itself in Angola in the import, distribution, and manufacturing of fast-moving consumer goods. What has been the trajectory of Rayan Investment Angola’s […]
Rayan Investment Angola has made a name for itself in Angola in the import, distribution, and manufacturing of fast-moving consumer goods.
What has been the trajectory of Rayan Investment Angola’s operations since it was established in Angola?

Rayan Investment Angola was established in 1997 as an FMCG wholesaler, specializing in the food and non-food FMCG products sector and was responsible for introducing many products and brands which have become house hold staples. Soon after establishing, we also expanded into the dairy, alcoholic beverages, and electronics categories, further strengthening our offering to the Angolan market. As our products and brands became more recognized and sought after, we eventually transitioned our business model from being a wholesaler to a brand-focused company in order to focus the consumers of our brands and establishing a stronger connection with them. We also began our industrial journey in 2004, investing in a hygienic paper factory. By having a wider degree of control in the supply chain, we are able to add more value to the country, as well as offer products to the consumers at more affordable prices. In 2021, we began a series of investments into further industrial projects, expanding our production capacity into the sauces and other food segments.

Does Angola need to start producing products here and depend less on imports?

We see Angola as a regional hub for industry. Looking at the surrounding markets of the DRC, Namibia, Zambia, and others, Angola is in the most advantageous position to produce more products locally and export them, rather than rely on imports. There is a great deal of government support for local production, and we are seeing a large influx of companies looking to produce in Angola, which gives us much confidence. In addition, there is a growth in secondary industries as well, which in some cases further reduces the need to import raw materials. Importing means always being at the mercy of the global markets, and, therefore, we can have more control if we can rely on other industries in the country in strategic partnerships. On the other hand, in order for this to become successful, further work is needed on an infrastructural level, as well as more stability in the value of the local currency, in order for Angola to be a competitive exporter. Currently, it is still cheaper to import products into the surrounding countries from Europe or Asia, than to do so just across the border—from Angola.

What does the sector need in order to become more competitive?

There are a few areas that need lasting improvement, such as the education sector, as well as the stability of the currency, and infrastructure for the transportation of raw materials and finished goods. The education sector for example, is an area that is improving with visible results, but still requires further improvement in the quality in order to grow the number of skilled labor and senior executives. The pool of highly skilled local talent is growing, but still small, and many companies here still rely on hiring foreign nationals to fill skilled or senior executive roles. Another area for improvement is the transportation infrastructure. Angola is a large country, and transporting goods to the provinces via road is not cheap. The quality of roads often needs improvement, and this makes it more expensive to deliver products to remote areas. This is also partly why it makes it expensive to export to the neighboring countries at the moment.

How proud are Angolans of their own brands?

Angolans are extremely proud and loyal people. They feel pride when a big brand is produced here locally, and they enjoy consuming products that they know are produced in their country. Of course, nowadays price has become a major issue for Angolans, as the country endured a difficult economic climate since the oil price crash of 2014 and then COVID-19 in 2020. Purchasing power has been decreasing gradually since 2016, but even in this climate, they definitely appreciate locally produced brands.

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