By Phenyo Selinda
A Mamelodi-based detergents company, TOSH Detergents, is setting its sights on international markets after successfully participating in the Partnering in Business with Germany Programme. This initiative, designed to boost emerging exporters in South Africa, has opened doors for TOSH Detergents to expand its business beyond South African borders. Lufuno Rasoesoe, the Founder and Managing Director of TOSH Detergents, expressed her excitement about the opportunities that have emerged from the programme and how it has positively impacted her company’s future prospects.
Speaking at a recent alumni event of the programme held in Sandton, Johannesburg, Rasoesoe highlighted the benefits her company has experienced since engaging in this bilateral initiative between South Africa and Germany. She stated that the exposure to advanced manufacturing practices and new markets has equipped her business with the knowledge and network to scale operations on a global level.
The Partnering in Business with Germany Programme
The Partnering in Business with Germany Programme is a collaboration between South Africa’s Department of Trade, Industry and Competition (the dtic) and the German Federal Ministry for Economic Affairs and Climate Change. A formal Joint Declaration of Cooperation was signed in April 2024, cementing a strategic partnership to facilitate the training and mentorship of South African exporters looking to access the German market.
The programme offers entrepreneurs and small business owners the chance to participate in business-to-business meetings, gain exposure to international trade environments, and visit various manufacturing plants in Germany. It aims to empower South African businesses with the tools and knowledge to compete on a global scale, ultimately fostering economic growth and job creation back home.
For Rasoesoe, the experience has been nothing short of transformative. “Through the business-to-business meetings and visits to various manufacturing plants in Germany, I gained valuable insights into how we can improve our own manufacturing plant,” Rasoesoe said.
The exposure to cutting-edge technologies and operational standards in Germany inspired her to make significant improvements to TOSH Detergents’ manufacturing processes. “The exposure to advanced processes and operational standards inspired the factory plans that we are currently developing, as well as the implementation of more efficient standard operating systems,” she explained.
The knowledge gained from these interactions has equipped TOSH Detergents with a clearer vision for elevating production capabilities, allowing the company to meet global standards. This is a crucial step for the business as it looks to expand its reach into international markets.
Opportunities in Africa and Beyond
Beyond Germany, Rasoesoe’s participation in the Africa Start-up Connect Week in Berlin further expanded her business network and exposed her to a range of export opportunities across the African continent. This event brought together entrepreneurs from various African countries, creating a platform for sharing ideas, fostering collaborations, and identifying new markets for expansion.
At the Africa Start-up Connect Week, Rasoesoe interacted with like-minded entrepreneurs and industry leaders, many of whom have become valuable partners as TOSH Detergents seeks to establish its footprint in other African countries. “This has broadened my network and opened doors for potential collaborations and expansion into various African markets, bringing us closer to our goal of growing TOSH Detergents’ presence internationally,” she said.
The insights and connections from these events have paved the way for TOSH Detergents to explore opportunities in markets such as Kenya, Nigeria, and Ghana, where there is a growing demand for affordable, high-quality cleaning products. These markets, much like South Africa, are characterized by a strong preference for locally manufactured goods that are accessible to a broad consumer base.
The Rand Show Exhibition: A Platform for Growth
In addition to the Partnering in Business with Germany Programme, Rasoesoe credited the Rand Show Exhibition as another significant milestone for her business. The exhibition, one of South Africa’s largest consumer events, provided TOSH Detergents with a platform to showcase its products to a wide audience and build valuable connections with potential distributors and customers.
“The Rand Show Exhibition provided us with great exposure to a wider audience, allowing us to showcase our products and build new connections,” Rasoesoe said. The exposure from the exhibition not only boosted sales but also helped raise awareness about the TOSH Detergents brand among key stakeholders in the South African retail sector.
From Local to Global: A Business Built on Community Empowerment
TOSH Detergents was founded in March 2021 with a clear mission: to address the need for affordable, high-quality cleaning products in South Africa. From the beginning, the company was designed to be more than just a business. Rasoesoe’s vision was to create a sustainable enterprise that would contribute to the economic development of local communities, particularly in previously disadvantaged areas.
The company’s commitment to community empowerment is evident in its employment practices. TOSH Detergents currently employs 15 people, nine of whom work in the production area, with the remaining six serving as merchandisers and sales agents. These positions provide vital employment opportunities in Mamelodi, where job creation is critically needed.
“TOSH Detergents does not only fill a gap in the market, but also promotes job creation and economic development, particularly in the previously disadvantaged areas,” Rasoesoe explained.
Through its growth, TOSH Detergents has maintained a focus on uplifting local communities, ensuring that its success translates into positive outcomes for those who need it most. The company’s products are now available in major retailers such as Shoprite, Checkers, Makro Online, Takealot, and Zulzi, making it easier for consumers to access affordable cleaning solutions.
Expanding Production Capabilities
As part of its expansion strategy, TOSH Detergents is currently developing new factory plans that will enhance its production capabilities. The company is investing in more efficient systems and processes that will not only improve the quality of its products but also increase its output to meet growing demand, both locally and internationally.
“The implementation of more efficient standard operating systems will allow us to produce at a higher capacity while maintaining the high standards we are known for,” Rasoesoe said. These advancements are necessary to ensure that TOSH Detergents can compete on the global stage, where quality and consistency are paramount.
Support from the Department of Trade, Industry, and Competition
Rasoesoe acknowledged the role that the Department of Trade, Industry, and Competition (the dtic) has played in her company’s growth. From providing access to the Partnering in Business with Germany Programme to facilitating participation in key events like the Rand Show Exhibition, the dtic’s support has been instrumental in helping TOSH Detergents gain the exposure and knowledge needed to thrive.
“The dtic has been a crucial partner in our journey, offering us the resources and platforms needed to showcase our products and expand our business,” she said. The department’s commitment to supporting small businesses like TOSH Detergents is part of a broader strategy to stimulate economic growth by empowering local entrepreneurs to access global markets.
Looking to the Future: Global Ambitions
As TOSH Detergents continues to grow, Rasoesoe is confident that the company’s participation in international programmes and exhibitions will be key to achieving its long-term goal of becoming a global brand. “These experiences have been instrumental in growing our brand and expanding our market reach,” she said.
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