Africans can be sure Swift is a reliable logistics partner for their business- Sanjay More, Manager Marketing & Corporate Communication

 By Ajong Mbapndah L

With vast resources and a huge market, Africa is attracting increasing attention from business partners across the globe. Whereas some companies are struggling to get a foothold in the midst of ferocious competition, others like SWIFT Freight International are reaping the dividends of a lengthy presence in the continent. According to Sanjay More, Manager Marketing and Corporate Communication, SWIFT has operated in Africa since inception in 1989 and intends to stay because it has an African vision. Interviewed by Ajong Mbapndah L for PAV, Sanjay More introduces SWIFT, its business operations in Africa and what makes the company tick in the face of growing competition.

PAV: What kind of business is SWIFT involved in?

Sanjay More: Swift is into international freight forwarding. It deals with Sea Freight, Air Freight, Sea Air Model, Third party logistics, Warehousing, Project cargo, Relocations, Perishable Logistics. Swift serves African market by providing logistics services from the Middle East & Asia into Africa. Swift operates in Africa with its own branches authorized sales agents and covers most of interlocked countries.

PAV: For how long has SWIFT operated in Africa and in which countries?

Sanjay More: Swift has been operating in Africa since it was founded in 1989. Swift has 25 branches in 14 countries across West, Central and East Africa. Total representations would be more than 35 locations. Recently Swift has been acquired by Barloworld Logistics which has an excellent network in southern Africa. This is an additional network, which compliments Swifts existing network. So except for Northern Africa Swift covers almost all of Africa.

PAV: Would you say the business atmosphere in the continent of Africa is conducive enough for operations of Corporations like SWIFT?

Sanjay More: Yes! The Swifts very presence says it all. More and more African countries are getting stabilized and opening their economies to foreign trade and investment. To sustain such development a country must offer a suitable environment, which is already happening in many African countries. However, there is a lot more to do.

 PAV: What are some of the obstacles that you have faced in the course of doing business in Africa?

Sanjay More: As most of African countries are in developing phase, challenges are bound to be there. The problems are faced by the industry as a whole and not pertaining to SWIFT alone. Transport Infrastructure, customs, security, banking facilities t are some of the problems we faced initially. But our continuous presence in those countries shows that things are improving.

PAV: Africa with its huge market and vast resources is salivating many appetites with European, American, Chinese, and Indian and Japanese companies coming in, how does SWIFT intend to cope with the competition?

Sanjay More: SWIFT has an early mover advantage. SWIFT has been a pioneer in providing innovative logistics services to Africa since 1989. It has its own branches and network in place. Customers at large know SWIFT as reliable name. SWIFT has mastered the African markets with its knowledge and customer base.

I think a healthy competition is good for an industry.  There will be many fly-by-night operators but they come and go. Entities with a long-term vision will survive. SWIFT and Africa is an age-old bond. Recently SWIFT has been acquired by a South African group called Barloworld. Barloworld itself a very big name in Southern Africa. Barloworld Logistics compliments the existing network of SWIFT thereby making us stronger than ever in Africa. Therefore, we have African roots with African vision and are here to stay.

PAV: Multi-National Corporations are considered exploitative by many Africans as they take resources away leaving little behind, what has SWIFT done to stand out as an exception?

Sanjay More: SWIFT is not into in manufacturing activity. SWIFT is into Logistics business, a service provider. So we are not here to exploit any African resources. Swifts’ major customer base is small time traders who need logistics services from Middle East and Asia. Swift helps them with their logistics services. So on the contrary SWIFT plays a big role in African Logistics industry. SWIFT opens limitless opportunities for trade and investment in Africa.

PAV: May we know the impact in concrete terms of what SWIFT has contributed concretely not only in terms of economic development but also social activities that touch on the lives of ordinary Africans.

Sanjay More: SWIFTs major customer base is small time traders who need logistics services from Middle East and Asia. Swift helps them with their logistics services. SWIFT enabled logistics solutions from Far East, India and Middle East to interlocked countries of Africa. This has enabled African customers to buy goods at much cheaper cost compare other developed markets. Especially, the interlocked countries.

On social development, in most of the African offices we have local staff. SWIFT also helps in logistics of Humanitarian cargo, medical supplies meant for common good.

Barloworld as a group runs several programs on social activities. Black empowerment program, supporting Milk Project for school children, these are few examples of social programs. 

PAV: Anything Africans should hope for in the future by doing business with SWIFT.

Sanjay More: Africans can rely on Swift as their reliable logistics partner in their business. Swift has always gone an extra mile to support African customers in foreign lands and will do so in the future. 

For more information, readers can log on to www.swiftfreight.com ; contact SWIFT nearest branch or email PanAfrican Visions at pav87central@yahoo.com.