Mohammed Dewji Ceo of MeTL Group has ambitious plans to take on some of the world’s biggest soft drink brands, such as Coca Cola, Fanta and Redbull in Africa.
Mohammed Dewji has said that they are taking on Coca Cola with their brand; Mo Cola. Redbull with their brand Mo Energy Drink. Dewji’s brand of the fizzy drink has taken 3.5% of his home market in Tanzania since launching two years ago. He plans to raise that percentage to 15%.
After Dewji took his father’s $30 million business he grew it to a pan-African conglomerate with revenues of $1.5 billion in 10 years.
The company group now spans 31 industries in 11 countries, including businesses in agriculture, manufacturing, consumer goods, finance, mobile telephony, real estate, oil and logistics.
The only way to compete with big players like Coca Cola and Pepsi means that he has to distribute on a mass scale which is probably not a problem for Dewji. His biggest challenge is to convince people to drop the big brands which is an uphill battle because, as he says, “they have this great formula”.
Dewji is the 31st richest man in Africa and has no plans of slowing down. His business contributes 3% to Tanzania’s GDP and employs 28 000 people. That’s nearly 5% of the country’s workforce.
Let’s hope Mohammed Dewji gets his formula right because he plans to grow his revenues to $5 billion and will employ 100 000 people across Africa by 2018!
There is another company that took on Coca Cola and Redbull in Africa; Bakhresa Group has Azam Cola and Azam Energy Drink also on the market.