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  • July 2016 (Revised October 2018)
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Tolaram: Innovating in Africa

By: Derek van Bever and Efosa Ojomo
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

Tolaram is a Singaporean company that began operations selling textiles in Nigeria in the 1970s. Executives and brothers, Haresh and Sajesh Aswani, however, saw an opportunity to create an instant noodle market in the country. In 1988, they began importing Indomie noodles. But in order to truly target the local market, Tolaram decided to build manufacturing and distribution capabilities in Nigeria at a time when conventional wisdom advised against it. After a very difficult journey, Tolaram has grown to almost $1 billion in turnover, built and operates 13 manufacturing plants in Nigeria, and runs a 1,000+ plus truck logistics company. This case gives an overview of how Tolaram, a company that is a prime example of market-creating innovation in a developing economy, built Indomie noodles from obscurity to become one of the most recognized brands in Nigeria.

Keywords

Fast Moving Consumer Goods; Business Model; Disruptive Innovation; Vertical Integration; Emerging Markets; Consumer Products Industry; Nigeria; Africa

Citation

van Bever, Derek, and Efosa Ojomo. "Tolaram: Innovating in Africa." Harvard Business School Case 317-013, July 2016. (Revised October 2018.)
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About The Author

Derek C. M. van Bever

General Management
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Related Work

    • July 2016 (Revised October 2018)
    • Faculty Research

    Tolaram: Innovating in Africa

    By: Derek van Bever and Efosa Ojomo
Related Work
  • Tolaram: Innovating in Africa By: Derek van Bever and Efosa Ojomo
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