Amit Kumar Saraf Encourages Made-in-Nigeria Products

Amit Kumar Saraf is the Chief Executive of Metal Manufacturing Nigeria Ltd and Starplus Battery, a leading inverter battery manufacturer and supplier in the country. With over 20 years experience managing industrial business, his business acumen and charismatic personality have remained commendable and regarded in the industry. In this interview, he emphasised the need to encourage made-in-Nigeria products, among other pressing issues. Rebecca Ejifoma reports.

How did you find your way into the manufacturing business?

Manufacturing has been my passion right from inception. I’ve been in this line of business for the past 20 years. I’ve headed several projects like cement metal, to mention a few. Metal is a kind of recycling because it helps nature. Recycling helps to protect the environment and keep it safe. However, my business started expanding, and later, we introduced other products.

What makes this business unique?

It is unique because it is not harmful to the environment. You are recycling waste and converting it into fresh, usable products. Our uniqueness is consistency in quality, consistency in service, consistency in price and consistency in supply.

What were your initial challenges?

The challenge was getting capable hands to work with. Getting a skilled workforce and a good supply team was challenging. So, we had to develop our supply team. We found a way to work around it and surmounted those challenges with time.

What motivates you?

I get motivation from the environment, people around me and from other businesses. I observe how people do business and make it, and I learn from their experience. I am learning and improving. I believe there is no end to learning. You have to know what is happening around you and be well-informed.

You introduced your Starplus battery two years ago. What makes it different from other batteries?

Starplus batteries are tubular batteries manufactured in Nigeria. These batteries are used to power houses, ATMs and others. When you need 24-hour backup, you must use Starplus tubular batteries. It is different because it is long-lasting. Also, it helps to minimise wastage and is eco-friendly. We are the first company to manufacture tubular batteries in Nigeria.

We have our service centre known as Starplus Care. Anyone who needs our product can reach out to us. End users can call the number and get service directly from us.

Are you saying you have no competitors?

Our competitors import from foreign countries, but our batteries are manufactured in Nigeria. So, there is no local manufacturer except us. We manufacture at our Sagamu factory. Our head office is at Fadeyi, Lagos.

Also, we have four branches in Abuja, Kano, Port Harcourt and Onitsha. We started manufacturing lead eight years ago. A lead is found inside a battery. We were into manufacturing lead before going into tubular batteries two years ago. We get condemned batteries, process, purify and recycle. We are trying to reduce importation and encourage people to buy made-in-Nigeria products. Our products are 85 per cent made in Nigeria. Only 10 to 15 per cent of this product is imported.

Who is your target market, and how affordable are your Starplus products?

Our target audience is Nigerians and other Ecowas countries. We sell to people who like quality made-in-Nigeria products.

Our products are quite affordable and readily available. We sell to people who like quality made-in-Nigeria. Our products are quite affordable.

What advice would you give young and budding entrepreneurs?

My advice to them is to remain innovative and work towards achieving their goals through hard work and consistency. Also, they should be well prepared. Always have the technical background and knowledge so the product cannot fail in the market.