MBABANE – In a significant move set to redefine the kingdom’s economic trajectory, the Made in Eswatini (MIE) Initiative has officially launched its Strategic Compass for 2026–2028.
Under the evocative theme, ‘Fuelling the Next Generation of Job Creators,’ the movement is transitioning from a consumer-awareness campaign into a robust economic engine designed to foster self-reliance, innovation and large-scale entrepreneurship.
At the helm of this transformative journey is A Peculiar People, the local firm responsible for conceptualising the initiative. Led by Chairman Melusi ‘Zox’ Dlamini, the company has successfully transitioned the project from a grassroots idea into a national strategic compass.
The Made in Eswatini Initiative is more than just a marketing slogan; it is a strategic movement driven by a shared commitment to grow the national economy by influencing consumers to choose Eswatini-made products and services. By positioning local goods at the centre of both consumer habits and policy priorities, the initiative aims to drive inclusive and sustainable economic growth across the kingdom.
The ambitious goals of the 2026–2028 cycle are anchored in the tangible successes recorded during 2025. The previous year served as a proof-of-concept for the power of localism. A cornerstone of this success was the Made in Eswatini Consumer Fair, held on Dr Sishayi Road in Mbabane.
The fair was a landmark event for the MSME sector, with 141 MSMEs participating. Crucially, the demographics of these participants underscored the initiative’s commitment to inclusivity: 90 per cent of the businesses were women-led and 70 per cent were youth-led.
The economic impact was immediate and impressive. Over 1 200 consumers attended the event, leading to 57 product lines completely selling out. Beyond sales, the fair acted as a direct employment engine, creating 57 casual jobs in a single event.
This momentum was further bolstered by the Revenue Blueprint Masterclass & Consumer Choices Forum at the Eswatini Revenue Service (ERS) Auditorium, which saw 193 delegates and created an additional 12 casual jobs. By the end of 2025, the MIE brand had achieved an estimated E850 000 in publicity value, proving that Eswatini-made products are ready for the spotlight.
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