“Made in Moris” (made in Mauritius) is a Mauritian label established in 2012 by the Association of Mauritian Manufacturers. It encompasses some 11 production fields, of which are: handicraft, textile, agro-food and cleaning products. The label comprises of several brands of items made by Mauritians.
Who can join the label and how?
The Association of Mauritian Manufacturers does not consider the size of the business and encourages all Mauritian entrepreneurs to join the label, whether they are very small enterprises or Small and Medium-sized enterprises (SME). Two criteria are considered for a manufacturer to be able to join the label.
Firstly, the value of the finished product in the factory must represent more than 25% of the total cost of its production (including raw materials etc.). Only then will the product be considered as Mauritian made. Secondly, there should be a difference between the customs code of the raw material and that of the finished product.
Besides, the process for the adherence to the label “Made in Moris” makes the latter seem trustworthy. Indeed, the products of the manufacturer who wishes to be a member of the label go through thorough controls. Observations are made on the manufacturer’s business upon a visit of officers of the label and of the SGS Maurice respectively. A minimum result of 60% allows the manufacturer to become a member. This practice shows the emphasis that “Made in Moris” places on quality and standards.
Why join the label?
A team of experts handles the marketing strategies and establish a plan to promote the brands that are members of the label. Therefore, the label ensures that the manufacturer remains visible on the market and that it does not lose itself against competitors.
The manufacturer receives long term support, which also allows him to improve his product/s. The adhering brand is enhanced through the tag “Made in Moris”, it is a trustworthy seal, a guarantee of quality. The sense of belonging that the Mauritian feels upon seeing it encourages the purchase of products of this brand.
This initiative is going down very well with Mauritian manufacturers. The proof of this is through the numbers: some 90 companies have adhered to the label since its creation.
What does the label offer to consumers?
First and foremost, the commitment that the quality of local products will be equivalent to that of imported ones, while being affordable. Additionally, its slogan “Ena nou lamain ladan!”, which can be translated as “this has been done by us”, stimulates a feeling of common pride, that a product of great quality has been manufactured by a Mauritian, a fellow countryman. The label therefore gives to the Mauritian buyer (particularly) the feeling of contributing to the progress of the local industry.
This label addresses the perception – that has lasted for long – that imported products are better than those which are locally made. Thanks to its standards of assessment, the tag “Made in Moris” becomes a guarantee of the reliability of a brand.
You too encourage local manufacturers through the purchase of “Made in Moris” products. The logo is easy to spot: it is a drawing of Mauritius, made of fingerprints in the colours of the Mauritian flag, in the middle of which are written the words “made in moris”.