Africa-Press – Eswatini. The Made in Eswatini initiative is poised to reshape the Kingdom’s economic landscape over the next three years (January 2026 – December 2028), driving consumer confidence in locally produced goods and services while positioning Eswatini as a hub of innovation, creativity, and enterprise.
Presented by A Peculiar People, the initiative seeks to establish the Made in Eswatini brand as a globally recognised mark of quality, authenticity, and innovation. The announcement was made by Executive Chairperson Melusi Zox Dlamini on Tuesday, 29 October 2025, during the “Unlock Made in Eswatini” session held at the United Nations House in Mbabane.
Dlamini explained that the initiative’s vision is to empower Eswatini’s entrepreneurs to compete both locally and internationally.
“Every local product or service deserves a chance to thrive,” he said. “This is about inspiring a mindset shift that propels Eswatini towards self-reliance, innovation, and entrepreneurship, ensuring our enterprises grow locally, regionally, and globally.”
The programme is anchored on five strategic pillars: growing market knowledge, expanding market access, enhancing entrepreneurial capacity, building consumer trust, and championing sustainability. These focus areas are designed to strengthen local industries and provide businesses with the tools, visibility, and networks needed to succeed in a competitive global marketplace.
Over the next three years, flagship initiatives such as the Made in Eswatini Consumer Fair, the Consumer Choice Awards, and the Made in Eswatini Festival Experience—to be hosted in Johannesburg—will spotlight Swazi culture, innovation, and enterprise. These platforms will connect brands directly with consumers, increase visibility, and stimulate sustainable job creation.
Reflecting on last year’s achievements, Dlamini highlighted the growing appetite for local excellence:
“Our Consumer Fair hosted 141 MSMEs—90% of them women-led and 70% youth-led. A total of 195 product lines were showcased, 57 of which sold out, while 1,200 consumers attended, creating 57 casual jobs. The Consumer Choice Awards saw 113 local brands nominated, 213,000 consumer votes cast, and 20 brands emerging as winners.”
Digital platforms including madeineswatini.africa, madeineswatini.co.sz, and madeineswatini.store now serve as key e-commerce and engagement hubs, supported by the Symbol of Excellence Badge and Made in Eswatini Mark—both enhancing consumer confidence in homegrown brands.
Dlamini concluded: “By defining what Made in Eswatini truly represents, we take ownership of our economic future. Together, we can build a stronger, more united enterprise ecosystem that creates jobs, drives growth, and celebrates our nation’s creativity.”
Businesses and partners are invited to collaborate with A Peculiar People at [email protected] to help amplify visibility, impact, and growth within Eswatini’s entrepreneurial landscape.
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