Africa-Press – Eswatini. In a vibrant show of national pride and economic resilience, Eswatini’s ‘Buy Swati’ campaign has surged into historic heights, championing local entrepreneurs and urging consumers to embrace home-grown goods and services.
At the forefront of this movement is A Peculiar People, a social enterprise devoted to youth empowerment, patronised by Her Royal Highness Princess Sakhisizwe, and chaperoned by Executive Director Melusi ‘Zox’ Dlamini.
This ground-breaking initiative has been hailed across the country as a call to action for emaSwati to take an intentional and patriotic stance in supporting small and medium enterprises (SMMEs), and local products.
“We are not just buying small items and confirming to them,” said Dlamini passionately. “We are sowing into families, schools, communities and the heartbeat of our economy.”
In an interview, Dlamini emphasised that buying local is a ground-breaking act that empowers all communities, especially women and youth who form the majority of the SMME sector.
“It’s about recognising that a product made in Matsapha or Siteki is not inferior simply because it wasn’t imported. It’s about pride in our own ingenuity.”
HRH Princess Sakhisizwe, a strong advocate for cultural and economic sovereignty, is passionate about heritage and modern relevance.
“As emaSwati, we have always produced. Our artisans, our farmers, our creatives, they tell our story through what they make.
We cannot afford to ignore them in favour of outside labels,” she said during the inaugural Eswatini Consumer Fair, which was held in Mbabane last month.
The campaign dovetails with national aspirations outlined in His Majesty King Mswati III’s Speech from the Throne, where he stressed the importance of building the economy from the ground up.
“We urge our people to support local SMMEs by purchasing their products. This will contribute immensely towards job creation and the development of our communities,” the King stated.
This message resonated with many who attended the inaugural event, including local entrepreneurs who are often at the mercy of inconsistent consumer support and tough market competition.
An entrepreneur with a skincare brand rooted in indigenous herbs and oils, said the campaign has given her a renewed sense of belonging.
“Sometimes people think foreign is better, but when they try my lotion, they come back. ‘Buy Swati’ is helping us break that bias,” she shared.
For Sibusiso Dlamini, who runs a small furniture workshop in Nhlangano, the campaign is a lifeline.
“We’ve always had the skills, but not always the recognition.
Now, customers know they can get custom-made quality here at home. I’m seeing more foot traffic and online orders.”
Other voices included Nomcebo Shongwe, a food processor producing dried fruits and snacks in Hhohho. “The challenge was visibility.
But now with branding support and awareness campaigns, we are finally reaching shelves in supermarkets,” she said.
Thulani Mabuza, a fashion designer who will showcase at the Eswatini International Trade Fair, added: “There’s real talent here.
We’re just asking for a chance to prove that made in Eswatini means made with excellence.”
The Minister of Commerce, Industry and Trade, Manqoba Khumalo, has applauded the energy of the campaign, noting that it is aligned with the government’s Programme of Action 2024.
“Our ministry continues to support platforms that facilitate the growth of domestic production,” he said.
“Through trade expos, regulatory support, and skills development, we are enabling SMMEs to thrive. But the final key is you, the consumer.”
According to the Programme of Action 2024, the Ministry has prioritised SMME growth as a strategic pillar. It commits to facilitating access to finance, product development, and market access. The “Buy Swati” campaign is a core part of these interventions.
Dlamini (Zox) believes the initiative’s long-term impact will be measured in shifts in mindset as much as in sales figures. “It’s about pride.
About our children seeing ‘Made in Eswatini’ on their lunch boxes and knowing that it means quality and identity.”
To that end, A Peculiar People is investing in training, mentorship and branding support for emerging producers. “We’re creating a generation that not only consumes but also creates.”
This generational vision comes from Princess Sakhisizwe, who challenged parents and schools to instil entrepreneurial thinking.
“Let’s teach our children not just to buy but to build. Every small business is a seed, and we must water them,” she said.
Despite global economic challenges, Eswatini’s small business owners continue to demonstrate creativity, tenacity and excellence.
The Buy Swati campaign, with its combined public and private sector backing, is now more than just a slogan, it is a national awakening.
As Dlamini aptly concluded, “When you buy Swati, you buy hope. You buy jobs. You buy our future.”
Source: Eswatini Daily News
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