Nigerian hair care manufacturer Natures Gentle Touch (NGT) has announced plans to list on the Nigerian Stock Exchange (NGX) and expand its manufacturing footprint around the world.
A company that has set the pace for Nigerian-made products when buying foreign signal classes and the best options, and has created unusual marketing by targeting women and youth across Nigerian colleges and universities, many women Discover our unique personal style.
Speaking to journalists at a virtual event last week to mark the company’s 25th anniversary, founder and CEO Chika Ikega said the takeoff was rough, but they were determined to weather the storm and the first He said he had defeated resistance and sabotage. broker or distributor.
“We have found that up to 80% of women in Nigeria and Africa need bespoke hair care solutions due to weather, diet and other reasons.The passion to solve these gave rise to NGT,” says Ikenga. said Mr.
He added that their core product lies in personal styling solutions. “With our business model, this is best delivered through our hair lab. Isolo only had one.
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NGT’s journey, which began in 1997, may have chronicled what a great success was to an outsider. A business pioneer, her Ikenga is focused on bringing personal style her solutions to more women around the world.
This led the company to acquire a South African cosmetics company and set its sights firmly on other African countries and other parts of the world.
According to Ikenga, NGT is focused on offering unique services in other markets around the world, where many, especially Africans, use their hair to express their style and identity. I discovered that there is
While many may think of a successful business that has survived for 25 years in terms of balance sheet and earnings, Ikenga’s satisfaction is content with redefining the individual lifestyle segment.
“Often we talk about Hair Institute more than products because we want people to experience it and identify for themselves. I don’t recall any issues with ,” emphasized GMD.
Looking back on the early days of the business, Ikenga noted that he avoided agencies and went directly to market when they seemed to be a barrier to market entry for brands.
“Our story cannot be told without mentioning Nigerian higher education institutions, especially the University of Lagos,” said Ikenga.
He bears in mind that budget constraints prevent him from adding traditional marketing to his strategy. But they found a way around this by using word of mouth and person-to-person marketing at a university in Nigeria.