Ethical Holdings: David Machingaidze Talks Launching Homegrown Cigarette Brand in Zimbabwe

David Machingaidze, Chairman of Ethical Holdings, discusses upcoming projects, including a cigarette factory venture and the launch of a homegrown cigarette brand in Zimbabwe.

“We are thrilled about our upcoming cigarette factory venture. We have secured the premises, which are ready for operation. Currently, we are in the process of acquiring and installing the necessary equipment. Within the next 12 months, we anticipate entering the market with our own brand, developed from scratch. Breaking into the cigarette market is challenging due to consumers’ strong brand loyalty. Therefore, significant investment, especially in marketing and promotions, is necessary to successfully introduce our product. I believe we have got the right team in place, with professionals on the engineering side as well as the marketing side, to bring that project to fruition. This venture is particularly exciting considering Zimbabwe’s heavy reliance on exporting raw tobacco. Our long-term goal is to list the entity, which requires achieving a critical mass in terms of operational size, sales, and profitability. Value addition through manufacturing represents our strategic direction, attracting the caliber of investors we aim for. We are planning to launch three variations of our cigarette brand. These three varieties will consist of a toasted blend, a Virginia blend, and a menthol variety. These three are among the most popular brands, not only in the local market but also in the regional market”, says David Machingaidze.

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