Young African millionaire and Founder of Adina World Beat Beverages is set on a new journey. After building Adina World Beverages into a multimillion dollar company she is set to build another venture – Tiossano.
However, her mission with Tiossano is different. With Adina World Beat Beverages, she wanted to prevent indigenous drinks from her home country of Senegal from being wiped out by Soda drinks. However with Tiossano, Magatte’s mission is to rebrand Africa.
Tiossano is a high end skin care line based on traditional Senegalese recipes, using natural ingredients indigenous to Africa.
She wants to build Tiossano into a top 100 global brand so that Africans all over the world can be inspired to accomplish great things.
According to her, when marketing an African product she sees it as an opportunity to not just sell units but to sell a different image of Africa to consumers. She encourages African consumers to be truly innovative in what they are trying to do. Only then will the continent cease to be seen in terms of clichés, such as safaris, tribal designs or people needing charity.
In an interview with CNN, she said:
“I think a lot of Africans, unfortunately, the overwhelming majority, does still not yet feel comfortable about themselves. There is this complex of inferiority that is pervasive in the culture.
“A lot of it has to do with history … yes we have Obama in office today but it doesn’t change a lot. And I’m not even talking about racism, that’s not what I’m talking about. What I am talking about is just groups of people not feeling good enough about themselves; if you don’t have the right type of self esteem you go nowhere in this world.
“But self-esteem will also come if enough of us today that are in the age of working, if enough of us can really get together and try and build a different brand for Africa, a brand that all of a sudden means ‘contributors to the world,’ rather than a subset of a population that’s always sucking energy out of others.”
Though Tiossano’s products are currently produced in the United States, she plans to eventually move the company’s production to Senegal.
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