Caribbean Export OUTLOOK 2016 - 2017

Exporters’ Insights

This award validates us in being the Caribbean’s number one exporter. It opens doors for you, as we have gone back into Cuba and distributors who were not interested at first are now, because they recognise that our product is outstanding and the rest of the world knows it.

to potential distributors the company’s strengths and victories as it rose from humble beginnings more than three decades ago. “This award validates us in being the Caribbean’s number one exporter. It opens doors for you, as we have gone back into Cuba and distributors who were not interested at first are now, because they recognise that our product is outstanding and the rest of the world knows it,” Maharaj said proudly. The family-ownedbusiness nowhas 140 employees and has raised the bar, yet again, by becoming the world’s first cosmetics company with Halaal certification. Despite the market challenges that may spring up from time to time, Sacha Cosmetics remains committed to leaving its indelible beauty mark across the globe, one exotic face at a time.

In offering advice to those looking to export, he warned that the decision should be based on the ability to compete at all levels. “It is not about being cheap and exporting a cheap product, because somebody lower will come along. You position your brand and outperform by competing in terms of quality, customer service and overall performance. Build a niche brand that can bemarketed anywhere in the world,”Maharaj said. Not prepared to rest on its laurels, the company added yet another title to its ever-expanding list of achievements, winning Caribbean Export’s inaugural Caribbean Exporter of the Year award in April 2015. It’s an accolade clearly indicating

was able to not only get into SouthernCalifornia, but to break into the ultra-elite Beverly Hills market and become the exclusivemake-up brand for several high-end salons. As he reflected on the reasons for his success, the tireless businessman was also forthright about his mistakes, holding a strong belief that they all served as lessons. “I made every mistake in the book, but I never made the same one twice. In the Caribbean and some Latin American countries we like our bold, vibrant colours, so we thought all of Latin America would be the same, not realising the conservativeness of Chile and Argentina. We launched and immediately had to tone it down.”

Jenique Belgrave, is a Columnist and Journalist with the Barbados Advocate and holds a MSc. in Applied Psychology.

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