'Productivity is the bottom line for investors'

Embedding a culture of productivity will have to be part and parcel of Africa’s strategy of establishing itself as a global sourcing destination for the clothing and textile industry. “We have to be reliable and deliver on promises made,” says Dev Chamroo, CEO of Enterprise Mauritius. “Africa is the largest cotton-producing continent, but it requires value to be added. It has to be more productive in delivery across the board. The name of the game is productivity and we have to learn to play it if we want to win.” He said investors and businessmen entering countries, spending millions of dollars to set up factories and manufacturing plants did not want to be wined and dined. “We have to understand that these people don’t want the red governmental carpets rolled out for them or favours done. No. They need their businesses registered quickly and efficiently, their applications processed on time." Siraj Kapasi, director of Ashton Apparels in Kenya, says while there are certain conditions specific to Africa that one has to come to terms with when starting a business on the continent, it is just as important for Africa to understand global business practices.