Orange Group: 32years of quality products
Like most successful Nigerian businesses, Orange Group started from humble beginnings as Orange Drugs; a company primarily focused on the importation and distribution of pharmaceutical products. In the last three decades of operation, the company has transitioned into one of Nigeria’s largest diversified consumer goods groups with a presence in West Africa.
When people think of Orange Group, they recall household brands like Procold, Mixagrip, Medik55, Boska, Sudrex, and Delta Soap, one of its premier brands that re-launched two years ago to commemorate its 25th anniversary. The Delta Soap brand was revived with the announcement of Brand Ambassadors in the likes of popular Big Brother housemates, Tobi Bakre and Cynthia “CeeC” Nwadiora. The company modernised the brand’s formulation and packaging to appeal to a younger segment of the market that were initially unfamiliar with the brand.
Founder and Chairman of Orange Group, Sir Anthony Ezenna who started the business 32-years ago after working in his father’s Chemist shop as a young man said in a statement, “We built the Company based on trust, doing exactly what we said we were going to do. The company has grown from a humble beginning with foundations in three key segments; Pharmaceutical, Food and Beverage, and Personal and Home Care. In the pharmaceutical space, the Company has partnered with some of Indonesia’s largest pharmaceutical groups, including Kalbe Farma and Dexa Medica, for nearly three decades.”
The year 2006 -2009 marked a turning point for the company as it launched its innovative soap factory in Lagos and Onitsha, including an ultra-modern pharmaceutical production powerhouse, as part of its joint venture partnership with the leading Indonesian pharmaceutical giant Kalbe.
Orange Group stayed on top of product innovation when it introduced Nigerians to powdered energy drink in a sachet by launching Passion Energy Drink and Extra Joss in a time when canned energy drinks saturated the Nigerian market. These two new products proved to be a hit.
On the realisation that Malaria is still a significant problem affecting the lives of millions of Nigerians, the company launched two products to tackle this problem, Gardia Mosquito repellent cream, the first repellent cream in a sachet, and Laris, an ACT Combination therapy drug that treats Malaria instantly.
Business Development Director for Orange Group, Ernest Ezenna said: “The two malaria products were launched because we wanted to tackle major issues that affected most Nigerians and in a manner that was affordable for them.”
Group’s Media and Communication Director, Uchenna Gboneme noted that the family business is going into its third generation of operation, with Sir Anthony Ezenna’s children handling significant business aspects. “As the business expands, it is essential for us to maintain our family value predicated on trust. This trust has sustained the relationship with our partners and distributors for more than thirty years.”
On the future of Orange Group, Ernest Ezenna said: “We believe the market is still wide and very much untapped for us, so we’re investing heavily in our Route-to-Market in order to reach consumers in remote areas. With most Nigerians affected by the macro-economic conditions, we believe our approach of ‘affordable health and luxury’ is still applicable.”
He further noted that the brand is looking into leveraging their network and consumer insights. “With such a young, dynamic population, the brand cannot ignore the role technology will play in the country” he said.
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