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August 2013 ~ Issue No 23  
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  Dev Chamroo CEO  
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Editorial

 
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Dear Valued Reader

WHOLESOME DIVERSIFICATION. Besides promoting and facilitating exports from Mauritius, Enterprise Mauritius is deeply engaged in product and market diversifications. As at end June 2013, (1st semester 2013) domestic exports from Mauritius reached Rs 29,113 million representing a 9% increase over its corresponding period of last year. Interestingly, exports for the month of June were Rs 5,572 m representing a 19% increase compared to exports for the month of June 2012, and an increase of 12.7%, compared to its previous month’s (May 2013). More importantly, our exports now go to 150 countries and comprise over 1,500 product tariff lines.

Diversification of both products and markets has taken centre stage in EM’s marketing strategy as we now focus on promoting our Domestic Oriented Enterprises (DOE’s) to join hands with our Export Oriented Enterprises (EOEs) in reaching out to more overseas markets. In this new paradigm, Africa is now set to lead the way into the next stage of export development from Mauritius.

The Second Edition of the Mauritius International Trade Expo (MAITEX 2013) testifies to the increasing interest of Africa, for member countries of COMESA, SADC and IOC, to source from Mauritius. Some 220 leading buyers from 19 countries attended the ‘All Mauritian Exhibition’ supported by 110 exporters, who showcased their savoir-faire. The Expo was officially opened by Hon. Cader Sayed-Hossen, the Minister of Industry, Commerce and Consumer Protection.

The event also allowed the Mauritian public, of over 12,000 people who visit MAITEX 2013, to discover a whole range of products that Mauritius manufactures for export. For many it was an eye opening experience. The added highlights were the construction of two regional premiers, namely the erection of the first fully solar powered telecommunication tower and the construction of the fastest ever build ecological house in less than 48 hours.

To honour our exporters, EM organised the first edition of the Mauritius Exporter Awards, which was held at a sumptuous Ceremony at the SVICC during MAITEX 2013. The Hon. Cader Sayed-Hossen presided over the Awards Ceremony. TeamEM wishes to congratulate our innovative and creative exporters who won the 2013 Awards and to recognise the effort of all the participants. The logo of the Awards is fittingly the ‘Flying Fish’ – which encapsulates the spirit of our exporters ‘What ever be the conditions, we shall swim and fly to reach destination’… and in the present case to reach our export markets overseas.

While we are at innovation, TeamEM also organised the Maiden Edition of the Mauritius Rum Festival to promote Rums of Mauritius to our overseas buyers attending MAITEX 2013. This event brought together four world leading Rum Ambassadors in the persons of Ian Burrel (UK), Dirk Becker (Germany), Robert Burr (USA) and Bernard Schaffer (Germany). The highlight of the Festival was the blind testing to choose the Best Rums of Mauritius in two categories: traditional rums and agricultural rums. A best Bartender competition was organise to recognise the best of class bartender in Mauritius. Our heartiest congratulations to the winners of this years’ competitions. We look forward to seeing again next year. Leading international journalists from Drinks International and Class Magazine covered the event. According to the experts Rums of Mauritius falls under the Premium Rum Category and can easily be classified among the Top 10 Rums of the world. TeamEM will continue to aggressively position Rums of Mauritius on selected international markets. Coincidentally, our Rums will be present at the Berlin Rum Festival next month.

Still on the diversification of products and markets, TeamEM will cover four new markets this month with Buyer Seller Meets in Ethiopia, Ghana and Russia and a Markey Survey in Brazil. In November, we shall be in Germany.

New products will be displayed at Zoom by Fatex, Texworld Paris and at Anuga in Germany. The medical devices sector will be at COPAMED in Germany. These targeted marketing is to reinforce Mauritius as a Sourcing Destination of quality products under the Brand Identity “Mauritius: MADE WITH CARE”

At the economic diplomacy level, August was a fruitful month with the Prime Minister, Dr the Honourable Navinchandra Ramgoolam, participating in the 13th Summit of the Heads of State and Government of SADC, in Lilongwe, Malawi, with the Honourable Arvind Boolell, Minister of Foreign Affairs, Regional Integration and International Trade participating in the 12th AGOA Forum in Addis Ababa, Ethiopia, and with Honourable Cader Sayed Hossen, Minister of Industry, Commerce and Consumer Protection, leading a delegation to Turkey to attend the Izmir International Trade Fair.

With the marketing pieces falling in place, interesting times are ahead for Mauritian manufacturers and exporters to expand their market outreach to more and more markets overseas, while consolidating their share of market on the traditional markets. To capitalise on the tail-wind to our exports, TeamEM shall also assist our exporters with hands on support on product development and enterprise development to meet the exigent conditions, standards and criteria of our importers, brands and retailers sourcing from Mauritius. The “Go-Export” project has now been launched to improve the export readiness of our exporters.

TeamEM will continue to support the Mauritian exporter’s community to reach higher levels of exports from Mauritius.

I wish you all a pleasant reading and welcome your comments.


Dev Chamroo
Chief Executive Officer

 
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