The Trade Kings Group, which began its journey in 1995, has grown to become the largest Fast-Moving Consumer Goods (FMCG) manufacturer in Zambia and across Sub-Saharan Africa. This wholly Zambian-owned company, starting with just a single product, has expanded its portfolio and established itself as a leader in several industries, creating an iconic presence within the region.
A Wholly Zambian-Owned Success Story
Trade Kings is known for more than just its flagship products; it's also known for its impact on the local economy and for being a symbol of Zambian entrepreneurship (Mr. Patel). Today, the Trade Kings Group consists of Trade Kings itself and seven independent subsidiaries, each focusing on specific segments or industries.
An Extensive Portfolio and Diversified Business
Since the launch of their first product—Boom Detergent Paste—Trade Kings has transformed into a giant with world-class manufacturing facilities in Southern Africa. Over the last 25 years, they have diversified into numerous categories, expanding their offerings far beyond the initial laundry products. Their product categories today include:
1. Food
2. Beverages
3. Laundry, Home, and Personal Care
4. Steel Production
Diversification is a key of Trade Kings' strategy.
Subsidiaries: A Specialised Approach
The diversification of Trade Kings is partly due to its establishment of specialised subsidiary companies, each focusing on a particular segment to ensure innovation and excellence:
- Big Tree Beverages: Focuses on producing a wide array of beverages, including traditional drinks like Chibwantu and Maheu. Brands include: Mojo, Sun Dance, Kung Fu energy drink, Rasta, Fresh-up, Brothers, Kombat, Fruiticana, Juwisy, Shaka, Appy, Red Rock Cola, Wildcat, and many more.
- Big Tree Brands: Houses various sub-businesses specializing in infant nutrition, cereals, baking products, and spices. Brands include: Big Tree Curry Powder, Big Tree Baking powder, Big Tree cereal, and many more.
- Dairy Gold: Specializes in milk and dairy products. Brands include: Dairy Gold Milk, Milkit, Twin Cow, Yo best, Ama Sip Sip, Shake and Sip, and many more.
- Swiss Bake: Focuses on baked goods. Brand names: Amazon, Chelsea, Nyama Soya, Cookie Joe, Bibi Biscuits, and many more.
- Yoyo Foods: Produces snacks such as potato crisps and maize-based snacks. Brands include: Chipsy, Big Munch, Bola, Crinkles, Funkyz, Yoyo Curls, Freeky Fries, Hip Hop, Lala Loops, Yoyo Ravers, Yoyo Maxx, Tinga Tinga, Zumba Naks, and many more.
- Universal Mining and Chemicals Limited (UMCIL): Engages in steel production, which is critical to Zambia's construction sector.
This specialized approach allows Trade Kings to focus on quality, innovation, and consumer needs, ensuring that each product meets the high standards that the brand is known for.
A Double-Edged Sword in Zambia's Business Landscape
While many celebrate Trade Kings success, others question the company's business practices and the impact it has on local small and medium enterprises (SMEs). In a recent opinion piece, activist Daimone Siulapwa characterizes Trade Kings as a "menace" to Zambia’s economy, alleging that the conglomerate has often appropriated ideas from vulnerable businesses, leading to closures and creating an uneven and unfair playing market field.
Siulapwa argues that the unchecked power of Trade Kings has not only harmed smaller competitors but has also raised concerns about consumer protection in Zambia. The Competition and Consumer Protection Commission (CCPC), established to regulate fair competition and protect local businesses, is called out for its inability to curb Trade Kings' alleged anti-competitive behaviors. He says that Trade Kings has forced more businesses to shut down than the COVID-19 pandemic, raising questions about its dominance and the implications for the Zambian economy as a whole.
Despite these criticisms, Trade Kings presents itself as a pillar of Zambian entrepreneurship and economic growth. With a diversified portfolio that includes food products, beverages, personal care items, and even steel manufacturing, the company has created thousands of jobs and contributed significantly to the local economy. But as it expands beyond Zambian borders into markets like South Africa and Burundi, the debate continues: Can a company of Trade Kings' size and influence maintain ethical business practices, or will it continue to jeopardize the survival of local SMEs?
A Deep Connection with Consumers
Trade Kings' brand's purpose of "Improving Lives" drives their strategy. This mission is seen in their efforts to promote affordable hygiene and in their corporate social responsibility initiatives led by the Trade Kings Foundation. These initiatives focus on women’s and youth empowerment, shared value projects with local suppliers, and public-private partnerships.
Their confectionery brands, control local businesses by creating opportunities for street vendors, thereby influencing communities. The company’s focus on delivering goods has made them a brand name in not only Zambia but throughout Southern Africa.
A Growing Legacy of Quality and Trust
Trade Kings has established itself as a pioneer in the Zambian market. From Boom Detergent Paste, Africa’s number one detergent paste, to their wide array of lollipops, chewing gums, and snacks, the group offers products that resonate deeply with consumers. Brands like Boom, Aloha, MediHerb, and HygieniX antibacterial products have become staples in households across Southern Africa.
In 2019, Trade Kings became the only Zambian brand to make the "Top 10 Most Admired Brands" list, further cementing its reputation as a leader in quality and consumer trust.
The Promise of "Improving Lives"
Trade Kings remains committed to providing for the lives of its consumers, employees, and communities. Whether through the provision of products, empowering local Zambians, or participating in community projects, the group works to ensure that they affect the region.
Conclusion
Trade Kings Group's journey is a story of Zambian entrepreneurship, resilience, and unwavering commitment to provide. From its humble beginnings in 1995 with a single detergent paste, the company has grown into a diversified conglomerate with interests across multiple industries. As the largest FMCG manufacturer in the region, it has undoubtedly played a significant role in job creation. However, this success is juxtaposed with concerns over its impact on local SMEs, sparking an ongoing debate about corporate ethics and the true spirit of entrepreneurship. The challenge lies in fostering an environment where innovation flourishes, competition thrives, and smaller businesses can coexist alongside giants like Trade Kings.