Europe-based Malawian consultant promotes African brands

Europe-based Malawian consultant and philanthropist James Woods-Nkhutabasa has joined a team of global experts to launch the African Brand Leadership Academy (Abla) to promote African brands by training entrepreneurs from the continent.

South African consultant Thebe Ikalafeng recently launched the initiative that has pooled together a group of expert trainers that will also strengthen entrepreneurial sustainability on the African continent.

The academy is set to offer three flagship programmes, namely the post-graduate diploma in African brand leadership, the African brand leadership executive programme and the brand leadership for entrepreneurs.

In an interview, Nkhutabasa said: “Data published by African Business has shown that African brands add up to only 20 percent of the brands admired by Africans.

“This must change and fast because the Covid-19 pandemic has shown more than ever the need for self-sustainability in areas of determinate importance.”

On the relevance of the drive to the Malawian set-up, he said the country’s economy can benefit a lot if it embraces local brands.

“We haven’t really any household brands, maybe household names, but that too is sketchy. Thus the need for quality and top brands. These brands can make the economy grow and be a key for our country and Africa,” said Nkhutabasa.

Speaking on the sidelines of the launch, Ikalafeng said there is an urgent need to ensure African brands are appreciated and promoted.