Ileys Enterprises’ Hilaac Muscles in Mogadishu Market

[Deeq A.]

Mogadishu (PP Feature) — The powder detergent provided Somalis with a space for an intracultural dialogue when the Southern and Northern provinces united to form the Republic of Somalia in 1960. In the North Tide brand was widely used whereas Omo was widely available powder detergent in the South. Like Hoover, Omo was a generic, popular name for washing powder in the South, Tide being the Northerner’s preferred word even when in Mogadishu where shopkeepers wondered what Tide meant before adding they l “we call it Omo here”.

Hilaac is washing powder made in Burao, Somalia.

Northern Somalis have added another dimension to that business story. Thanks in part to an industrial policy in the North, particularly areas under the control of Somaliland administration, venturesome investors have built small industries.

Hilaac is washing powder produced in Burao by Ileys Enterprises. It competes in Mogadishu with other brands imported from China and Turkey. The quality of washing detergent imports leaves a lot to be desired, according to a consumer products wholesaler in one of Mogadishu’s markets.

The former Somaliland Administration President Ahmed Mohamed Mohamud touring Ileys Enterprises factory in Burao in 2016.

“Traders commission powder detergent producers in China to mass-produce for the South Somalia market to take advantage of the poor quality control” the owner of several convenience stores in Mogadishu told Puntland Post.

Borderless trading

Ileys Enterprises’ venture provides an example about the borderlessness of Somali business despite the tense political situation that resulted from the deplorable actions such as the forced displacement of more than 1600 Somalis in Las Anod at the behest of the Somaliland administration.

Ileys Washing Powder and Soap Factory in Burao.

Companies such as Ileys Enterprises do not only save Somalis hard currency, they also create jobs in a country where the youth unemployment is high. “Ileys Enterprises can effectively compete in Southern Somalia if it lets traders buy directly from the factory instead of importing detergent powder and soap from China or Turkey” said Mohamud Abdi, a researcher specialising in small businesses in Banadir, Hirshabelle and South West.

A lecturer at one of Mogadishu’s universities begs to differ. “Sooner or later Mogadishu behemoths will invest in the construction of washing powder and soap factory in the capital or nearby regions. In the meantime, it could be economically rewarding if traders buy washing powder made in other Somali regions” said the business strategy lecturer.

Hilaac washing powder indicates the influence of business owners to compete in diverse markets in a country still grappling with state collapse and state fragility.

© Puntland Post, 2021

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