JOE BROWN AGU: The Emily millionaire 

Joe Brown Agu, managing director/chief executive officer of Emily MILLIONAIRE Cosmetics Industries Limited, is a man who through the dint of hardwork has become a household name in cosmetics manufacturing and marketing. Whenever he travels to either Europe or America , a lot of people come to him to make enquiries on the wonderful products that have been coming out from the house of quality which Emily Millionaire Cosmetics has been known for in the last decade.

The man noted for his use of a combination of locally grown leaves and herbs as major raw material input in the manufacturing of his cosmetics products would have gone into massive importation of cosmetics products like some of his mates, but he refused to go into that.  Rather, he chose to go into unpredictable environment of manufacturing in Nigeria , as he claims, that manufacturing is his own contribution to the economic growth of Nigeria .

Agu who is an apostle of quality products, said that at Emily MILLIONAIRE, they carry out a lot of research in their laboratory to determine which of the herbs that would be most suited for the different range of their products.  He said that Aloe Vera which is one of the major raw materials for their cosmetics can be found everywhere, but most Nigerians do not know the medicinal value of it.

He, however, noted that banks have not helped the manufacturing sector to grow the Nigerian economy.  He regretted the high interest rate, the dwindling value of the naira and the inability of banks to invest in long term projects like manufacturing.

Agu suggested that the n 10% Pre-tax profit of banks,  that the federal government has directed them to set aside as loans to those involved in Small, and Medium Enterprises (SME) projects should be treated as grants and not loan.  He is of the opinion that Nigeria should borrow a leaf from countries like Asia where grants are given to entrepreneurs to set up small and medium enterprises.  He said that such grants do not attract interest and that any entrepreneur found to have properly utilised the initial grant given to him is automatically qualified for an additional grant and this is one of the reasons why the Asian economy has grown tremendously in the past few years.

One of the unique selling points of Emily MILLIONAIRE Cosmetics Industries Ltd. is their ability to manufacture cosmetics that meet the needs of their numerous customers.  One of their hair products is designed towards ensuring instant growth of hairs of those who use it.

The Emily MILLIONAIRE boss said that they do not use chemical of any sort in the manufacturing of their range of products, rather they rely heavily on herbs to manufacture products that cure rashes, Eczema, Scabies, Acne, Pimples, Bumps, Small Pox, Chicken Pox, dandruff, etc.

The quality test/control process of Emily MILLIONAIRE is super and the company does not joke with it all, and that is the reason why no customer had come to complain about their products.  The Company has a well-equipped laboratory that is equally manned by well trained and qualified personnel.

The apostle believes in trade fairs as a veritable avenue for the promotion of their products, and that is why the company takes part in major trade fairs in Nigeria and outside Nigeria .  He suggested that the federal government should first of all try to provide the enabling environment that will help boost the businesses of Small and Medium Entrepreneurs before going out to the international community to call on investors to come to Nigeria to invest.

He decried the manner the government was going about its privatisation programme.  He said that reports the manufacturing sector was getting suggest that the whole exercise was shrouded in fraud, and should be discontinued without delay.

Agu said that his vision for Nigeria is that of a great country that would soon realise its full potentials.  He advised that the current democratic experiment should be sustained and advised the youths of this country to try and learn some skills that will enable them use their hands as this is the only way to reduce the current high rate of unemployment and crime in the country.

Newswatch Special Feature, Friday, 15 November 2002