How we made it in Africa II

The NTU-SBF Centre for African Studies hosted South African author Jaco Maritz in Singapore and launched his new book - How we made it in Africa II. Commissioned by the Centre, the book chronicles the journeys of entrepreneurs building remarkable companies across the continent. The launch was held at the NTU Alumni Club Vibe@6 on 6 February 2026.

The book features 15 case studies of founders who have created successful businesses. These entrepreneurs hail from a variety of countries, ranging from South Africa and Nigeria to Kenya and Egypt. Their stories cover a diverse array of sectors, including retail, agriculture, healthcare, and technology. Click here to read the foreword written by Centre Director in the book.

The event drew a diverse crowd of government officials, business leaders, entrepreneurs, academics, and students. Among the dignitaries in attendance were Charlotte Lobe, South African High Commissioner to Singapore; Francisca K. Omayuli, Nigerian Ambassador to Singapore; and Edward Liu, Honorary Consul General of Côte d’Ivoire in Singapore.

The proceedings began with Centre Director Amit Jain interviewing Maritz about his motivation for writing the book, his creative process, and the project's key insights. Maritz highlighted that Africa boasts a population of over 1.5 billion, and this year, it is projected to be home to 11 of the world’s 15 fastest-growing economies – making it a market that simply cannot be ignored. He explained that the book provides an in-depth, step-by-step account of how each entrepreneur built their company from the ground up. Rather than skipping straight from a good idea to sudden millions, the narratives delve into the gruelling realities of growing a venture, including the inevitable missteps and hurdles.

From left to right: Jaco Maritz, Saikat Chowdhury, Karen Fong, Dennis Ng and Amit Jain during the panel discussion.

Next came a panel discussion featuring three Singaporean founders. They are among five businesspeople highlighted in a dedicated chapter about Singaporeans building ventures in Africa, across industries ranging from rum to poultry.

Karen Fong, an entrepreneur and the export and franchise manager for health and wellness brand LAC Global, shared her experiences entering the Nigerian market. She noted that initially, some questioned whether enough consumers could afford their premium offering. However, she revealed that the company’s anti-ageing product, NMN – despite costing around US$250 for a month’s supply – sells about 1,000 boxes a month in Nigeria, underscoring the significant purchasing power within the country.

While LAC targets higher-end consumers, Dennis Ng, founder of Embed Financial Group Holdings (EFGH), focuses on the opposite end of the spectrum. During the panel, he highlighted the massive untapped opportunities in Africa’s fintech sector, particularly in providing insurance to low-income populations who remain underserved by traditional financial institutions.

The panel also featured Saikat Chowdhury, founder of NivéSal, who sees immense potential to boost African manufacturing. Despite its vast natural resources, Africa contributes less than 2% to global manufacturing output. His company seeks to remove the complexity of manufacturing projects for local entrepreneurs by providing a "manufacturing-in-a-box" solution. This service handles everything from equipment selection and installation to raw material procurement and staff training.

The evening concluded with dinner and networking, featuring wine sponsored by South African Wine Cellar, a leading distributor of the country’s wines in Southeast Asia. Attendees were treated to a tasting of some of South Africa’s top wines hosted by Misizwe Mtshali, the company’s founder and CEO.

Author Jaco Maritz signing a copy of the book.

‘How we made it in Africa II: Real stories of entrepreneurs turning opportunity into profit’ is available here: https://books.howwemadeitinafrica.com/.