Shirin Gunny: The ecosystem we have built represents a new economic movement. The President of the Republic
The Association of Mauritian Manufacturers gathered its key partners on Thursday, November 9, 2023, to celebrate the tenth anniversary of its Made in Moris label. The Made in Moris label was established in 2013 by the Association of Mauritian Manufacturers (AMM) to showcase Mauritian industrial heritage and industrial expertise. The label was launched with the support of 11 companies, with financial backing from MCB and certification support from SGS Mauritius. Today, Made in Moris brings together nearly 150 companies, representing over 350 brands and 3,800 products. The label is currently awarded in seven economic sectors: industrial production, textiles, agri-food, agriculture, cultural, creative and digital industries, hotel services, and service industries.
The celebration of Made in Moris’ 10th anniversary brought together nearly 300 participants, including the following distinguished guests: Yannick Applasamy, President of AMM; Shirin Gunny, CEO of AMM and Made in Moris; Thierry Hebraud, Chief Executive Officer Designate of MCB, the founding financial partner; Dr. the Hon. Renganaden Padayachy, Minister of Finance, Economic Planning, and Development; and Pradeep Roopun, President of the Republic. The program included official speeches, a cocktail reception, and a concert, all proudly Made in Moris.
This event provided an opportunity to reflect on the impact of Made in Moris as a unique tool for the transformation of the Mauritian economy. Yannick Applasamy, President of AMM, emphasized, “Made in Moris is undeniably one of the essential components of our economic future. We, as industrialists, government authorities, private sector operators, and employer associations, face decisions of paramount importance. There is a real urgency to rehabilitate the image of the local industry in Mauritius, especially among the youth. A nation with a thriving, innovative, and inclusive local industry would undoubtedly have more compelling reasons to retain young Mauritian professionals and attract a new generation of foreign talent. Moreover, we cannot fulfill our commitments in terms of energy transition, combating climate change, or waste management without more responsible and virtuous production methods.”
MCB is among the leading partners of the Made in Moris label. Thierry Hebraud, Chief Executive Officer Designate of MCB, highlighted the recent launch of the “Lokal is Beautiful Scheme,” an advantageous financing program for Made in Moris accredited companies. He stated, “Supporting Made in Moris was a natural choice for us, but it also meant going beyond our role as a bank by highlighting the values associated with it. Promoting local craftsmanship, skills, and ensuring the quality of local products align perfectly with one of the key pillars of our sustainable development commitment, namely, supporting a local and sustainable economy. Made in Moris is recognized as a symbol of quality and shares the values of our country, just as MCB does, including excellence, the promotion of local expertise, and our businesses. The success of the label has been such that certification has been extended to services. Today, services such as MCB Juice/MCB Juice Pro and Punch have been certified Made in Moris. MCB, as a committed partner, plays a vital role in this success, and we are proud to support this label, which is now a symbol of pride for entrepreneurs and the country.”
Shirin Gunny, Chief Executive Officer of AMM and Made in Moris, emphasized the economic relevance of the label and the necessary synergies to enhance its impact: “Made in Moris is, above all, a story of collective commitment from our Mauritian industrialists, enabling all Mauritians to access quality products that resonate with them. The ecosystem we have built now represents a new economic movement. Evolving from a territorial identification label, Made in Moris has become a brand encompassing seven sectors, comprising over 350 brands. The label also serves as a platform to facilitate the transformation of the local industry and as a tool to accelerate our transition towards a circular economy.” The CEO also highlighted the strategic importance of the Made in Moris Pledge initiative in favor of local sourcing. She confirmed Air Mauritius’ interest in the Made in Moris Pledge and underscored that the label would showcase the 18 new companies committed to shorter supply chains. “Our advocacy has always focused on the multiplier effect of local purchases, acting as a lever for an inclusive economy where stakeholders, large and small, contribute to each other’s growth. Indeed, Air Mauritius has initiated its process towards the Made in Moris Pledge. It will undoubtedly be the significant advancement we have been anticipating for the past 10 years in terms of visibility and impact. Ten years ago, we took root, and tomorrow, Air Mauritius will provide wings to Made in Moris!”
As the driving force behind the Made in Moris project for over a decade, she expressed her top priorities during this celebration. “In conclusion, as we celebrate an anniversary tonight, let us make some wishes. To enable our labeled brands to export abroad, we wish for a closer collaboration between Made in Moris and MEXA. To integrate our brands into the supply chain of large enterprises, we hope that Business Mauritius’ SigneNatir project encourages all its members to sign the Made in Moris Pledge. To the stakeholders in the retail sector, we wish for a balanced relationship in which they commit further to promoting the local industry in their shelves and actions. To the government and its authorities, we hope to amplify our joint efforts to support, energize, and promote our local industry.”
The two distinguished guests of honor at the celebration of the tenth anniversary of the Made in Moris label were Dr. the Hon. Renganaden Padayachy, Minister of Finance, Economic Planning, and Development, and Pradeep Roopun, President of the Republic. They both emphasized the importance of the Made in Moris label.
Dr. the Hon. Renganaden Padayachy, Minister of Finance, Economic Planning and Development, stated, “I am particularly delighted by this event, having witnessed the evolution of this label since its inception in 2013, when I represented the Chamber of Commerce and Industry. In retrospect, we have every reason to be proud. By highlighting local quality production that creates jobs and drives growth, this government is convinced of the economic, social, and environmental merits of a robust, inclusive, and sustainable industrial sector. The manufacturing sector, the leading contributor to the Mauritian GDP, recorded consecutive growth rates of 8.3% and 9.1% in 2021 and 2022, respectively. It has admirably recovered from the worst crisis in our history, the Covid-19 pandemic, and has also withstood the challenges posed by the war in Ukraine and disruptions in the supply chain.” He went on to discuss recent measures of support for the local industry and Made in Moris. “To further promote Made in Moris, we announced the establishment of the Mauritius Expo Virtual Platform in the 2021-2022 Budget. This virtual platform, operational since July 2023, already provides hundreds of Mauritian companies with online access to a preferential market of over 5 billion consumers. More recently, the 2023-2024 Budget provided the opportunity to launch the ‘En route vers le Made in Moris’ three-year program to strengthen the capacity of 120 SMEs to join the label, as well as allocate a dedicated Made in Moris zone within the Mauritius Duty Free Paradise at the airport.”
In conclusion, he remarked, “Let us continue to nurture the growth of the Made in Moris label through this robust public-private partnership. Let us take pride in Mauritian production, which reflects the resilience, diversity, and forward-looking spirit of its population.”
Pradeep Roopun, President of the Republic, delivered a passionate plea in favor of Made in Moris. “Congratulations to the entire team for this extraordinary journey. In a decade, you have shattered perceptions, raised awareness, and elevated locally manufactured products. In short, you have played a key role in shaping our economic and social future. Therefore, on behalf of the Republic, I would like to thank the extended family of the Mauritian manufacturing sector. The good reputation of Mauritius in various sectors is already a valuable asset. Now, the quality of Mauritian local production should serve to further enhance our excellent reputation. We must engage in niche markets with our quality and innovative products. There are challenges ahead. We must adapt, optimize technology, and leverage our various trade agreements. We must also recognize that our local businesses are the guardians of our cultural identity and the cornerstone of our coexistence.”
The President of the Republic mentioned some iconic local brands that have served as pioneers of our local industry, such as MCB, Biscuiterie Rault, Corson tea, Subana, Moroil, or Margarine Industries. He continued his speech in Creole, aligning with the label’s commitment to promoting the Creole language. “As we proudly bear the Made in Moris label, we are not only promoting ‘savwar-fer morisien’ but also preserving our unique Mauritian culture.”
He also highlighted the importance of the Made in Moris Pledge. “This is an important initiative that has been discussed in various terms – democratization of the economy, inclusive economy, shorter and more sustainable supply chain. All of this is encompassed in the Pledge, which I would like to redefine in Mauritian Creole tonight. Made in Moris should be called ‘Marye pike, nou avanse’ (Join hands, let’s move forward).”
President Roopun concluded with a symbolic message echoing the historic slogan of Made in Moris: “Donn to lame, pran mo lame, lame dan lame” (Give your hand, take my hand, hand in hand).
The official ceremony concluded with the official presentation of the 2023 version of the Made in Moris jingle, performed by the group Anomym. The evening continued with a cocktail and an exclusive concert featuring Anonnym, Annega, and Mélanie Peres.
STATEMENTS FROM THE PARTNERS OF THE 10TH ANNIVERSARY CELEBRATION
The Eclosia Group emphasizes: “Happy 10th anniversary to Made in Moris! We are delighted to have been among the pioneering brands to commit to the label. If the group has supported this initiative from the very beginning, it’s because it aligns with what we have always championed as Mauritian producers. Made in Moris is not just a guarantee of locally manufactured products. It’s a commitment to continually raise the standards of quality and the promotion of local expertise.”
Olivier Constantin, General Manager of Cernol, states: “Cernol Group commenced its operations in 1970, specializing in the production of domestic and professional hygiene products in Mauritius. We are extremely proud to have supported the Made in Moris label since 2013, promoting the competence and know-how of Mauritian industrialists. We wholeheartedly support Made In Moris for an innovative and responsible local industry.”
Jean-Michel Pitot, Chief Executive Officer of the Attitude Group, says: “Attitude has always positioned itself as a responsible actor committed to supporting the ecological, economic, and social development of the island. In 2019, we took the challenge of becoming the first hotel group to be Made in Moris labeled, and in 2022, we were the first to join the Made in Moris Pledge. Today, by relying on local businesses, we can reduce our negative environmental impact and boost our positive social and economic impact.”
Laurent Recoura, Officer in Charge at Air Mauritius, states: “We are joyful and proud to announce our collaboration with Made in Moris for the 10th anniversary of the label. As the national airline, Air Mauritius plays a crucial role in connecting our country to the world for both passengers and cargo. We are a vital player in the national economy, supporting local businesses that promote the brand and the country’s image. By partnering with Made in Moris, we become a growth engine for these Mauritian entrepreneurs, enhancing our international presence. Air Mauritius is committed to sustainable development goals. Our partnership with Made in Moris exemplifies this commitment through tangible, immediate, and pragmatic actions. Together, we shape a future where Mauritian craftsmanship will be more widely recognized globally.”
About Made in Moris
The Made in Moris label was established in 2013 by the Association of Mauritian Manufacturers (AMM) with the aim of promoting the Mauritian industrial heritage and industrial expertise. The label was launched with the support of 11 companies, with financial backing from MCB (Mauritius Commercial Bank) and certification provided by SGS Mauritius. At that time, Mauritians had a very negative perception of locally manufactured products. Paradoxically, Mauritian industries were already producing high-quality products that locals often mistook for imported goods. The Made in Moris label initially served to identify quality local production and recognize the efforts of thousands of Mauritians producing goods for the local market. It’s important to note that Made in Moris and the AMM primarily represent Domestic Oriented Enterprises (DOEs).
Today, the label champions high-quality local production and responsible, solidarity-based entrepreneurship. The label includes over 150 companies, of which 50% are small and medium-sized enterprises (SMEs), encompassing 350 brands and 3,800 products. Made in Moris is awarded in seven sectors: industrial production, textiles, agri-food, agriculture, culture and creativity, the services industry, and hospitality. Certification is carried out in partnership with SGS, a renowned certification authority. In 2022, the label introduced the Made in Moris Pledge, allowing companies to source from certified businesses. This facilitates a shorter and more sustainable supply chain. To date, the Attitude hotel group is the first to have enrolled in the Made in Moris Pledge, sourcing over 50% of its Food & Beverages purchases from Made in Moris products. Currently, 18 companies have registered to participate in the Made in Moris Pledge.
Made in Moris Initiatives for Sustainable Development
Made in Moris Pledge for Responsible Local Procurement
The Made in Moris Pledge is a voluntary commitment that companies make to source a predetermined percentage of their products and services from Made in Moris-certified suppliers. In 2022, Attitude Hotels became the first Mauritian economic operator to engage in the Pledge. By 2022, they had successfully sourced 50% of their Food & Beverages from Made in Moris certified suppliers. This Pledge serves as a barometer for responsible local purchasing.
Launch of Sustainability Training for Local Brands
Made in Moris has developed a sustainability training program for its network members. Titled “Sustainability for Local Brands – A Collective & Innovative Approach to Circular Economy for the Manufacturing & Service Sector,” this training aims to build a resilient and agile manufacturing sector. It consists of five modules: “Building an Anti-fragile Manufacturing Community: Understanding the Basics of Sustainability,” “Responding Together with Agility to Existing Challenges,” “Overcoming Limitations Using a Scientific Approach,” and “Building a Collaborative Project.”
Lindistri Dime to Transform the Manufacturing Sector
Lindistri Dime is a skills development program launched in 2021 by the Association of Mauritian Manufacturers to initiate the transformation of the manufacturing sector. Implemented in collaboration with the Human Resource Development Council (HRDC), this program focuses on three thematic pathways: eco-design, sustainable supply chain management, and the factory of the future through automation and new technologies.
Spotlight on “En Route Vers le Made in Moris” (ERVM)
As part of the National Budget 2023-2024, Made in Moris, with support from the Ministry of Finance and the Ministry of Industry, is launching the “En Route Vers le Made in Moris” (ERVM) program. Over a three-year period, ERVM aims to recruit 120 SMEs to join the Made in Moris label. This free program will focus on strengthening the capabilities of selected SMEs to prepare them to meet the rigorous Made in Moris standards. ERVM will include various training modules led by experts from the Made in Moris ecosystem who are recognized for their contributions to the Mauritian economic landscape. Participants will attend workshops on topics such as Standards, Quality, Productivity, and Operations; Human Resources; Branding, Communication, and Public Relations; Sustainable Development & Best Practices; and Sales & Marketing. Two Masterclasses, “Financial Literacy for SMEs” by Punch and “Export Readiness” by the Economic Development Board (EDB), will complement this program. Recruitment for “En Route Vers le Made in Moris” will begin in a few weeks.
