2023-10-04 22:45:08
Ten years after its creation to save the local industry from the increasing liberalization of trade, Made in Moris has become more than a label. It is a real movement that is underway in Mauritius. With the mission of promoting local products and preserving Mauritian know-how in the face of foreign competition. More than 200 Mauritian products and services have proudly adopted this new identity.
When the Made in Moris movement was launched in the early 2010s, it was to resist a new wave of trade liberalization and the influx of imported products. Mauritian industrialists who depended on the domestic market had to overcome a major obstacle from the outset, recalls Catherine Gris, responsible for carrying out the Made in Moris project: “ The Mauritian product was complex. Apart from a few flagship products, it was not obvious to want to communicate the fact that they were made in Mauritius. »
At that time, Mauritian products were less visible in supermarkets and shops. Local producers, gathered within the Association of Mauritian Manufacturers, sought in the neighboring island, Reunion, the model necessary to revive the domestic market. “ We were inspired by what was done in Reunion, explains Vincent d’Arifat, who then chaired this association. Adir (Association for the Industrial Development of Reunion Island) supported us. He opened their doors to us, we learned and we adapted. »
Ten years later, Made in Moris is firmly established. The brand brings together a range of 228 products and services. The Attitude hotel chain, with nine establishments, has become the showcase of Made in Moris in the tourism sector. Its CEO, Jean-Michel Pitot, has chosen local and the circular economy: “ HAS From the moment we are part of a family like Made in Moris, we had to see intra-family we could grow together. We demonstrated this clearly when we made the Sunrise Attitude Hotel. We called on local entrepreneurs, we told them: “guys, we have to think outside the box, do different things for us”. »
Made in Moris has an administration and staff responsible for its development. Potentially, the 350 large companies and 12,000 Mauritian SMEs can adopt the label. The brand is making a place for itself in new technologies. In this segment, the start-up Mips (Multiple Internet Payment Systems), an online payments and e-commerce facilitator, has become a key player. “ Currently, more than 50% of Mauritian e-commerce traffic passes through the Mips rails, notes Sébastien Leblanc, founder of this platform. We have succeeded in what banks have failed to do for years, that is to say, reduce the cost of acquiring a payment. »
Mips is expanding its activities on the continent, notably in Seychelles, Madagascar, Uganda and Ivory Coast. It is one of the label’s great symbols of success. Made in Moris, 10 years after its creation.
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