Vidur Ramdin: “There’s something about Africa that keeps luring people back”

Mr Vidur Ramdin, former Head of Marketing at Amity University, is the first Mauritian national to be employed by the African Solidarity Fund. Currently holding the post of Communication and Marketing Director, Vidur Ramdin shares his African experience with News on Sunday.   

Mr Vidur Ramdin, how do you see yourself in this new role?

I have been involved in the field of marketing, communication and administration for over 10 years and now it is a real challenge for me to head the newly created department within the ASF, in line with its Strategic Plan 2020. My experience as Head of Marketing at Amity University and my previous role at the Mauritius Business Growth Scheme will enable me achieve further in my new role. 

To take up the challenge of setting up the department, recruiting staff, writing the policies, putting in place the processes and mechanisms, running the department in a new Frenchie environment and ultimately producing the desired results have been a very stirring experience during the past two months. As the ASF is an international organization, there are colleagues from all the member states, Mali, Benin, Togo, Burkina Faso, etc. and everyone has been collaborative in the smooth setting up of the department.

As for the Marketing and Communication side, among my immediate priorities will be to set up a Multi Media Room - where there can be real time translations of speeches, recording of Work-based sessions, follow and participate in international conferences, participating in high impact TV debates on the financial sector, devising a database of Advertising & PR Companies with a genuine experience in the Augmented Reality Projects, prepare a Calendar of Activities to kick start 40th Year of FSA in activity, enhance interaction with other financial institutions, a communication plan for ASF, especially for Mauritius, try to advise on new products that can be developed, etc.

What is the African Solidarity Fund about?

The ASF is a real catalyst of investment as it promotes the financing of investment project. It had a social capital of FCFA 150 billion. Its objectives are to facilitate financing of projects and participate in the fight against poverty among member nations. It promotes public and private investment financing and assists in mobilizing funds.

What have been the major realisations of the ASF? 

As at 31 December 2016, the cumulative intervention in providing guarantees amount to FCFA 373,063 billion touching nearly 262 projects in 13 of the 14 member states. Through our mechanisms and schemes, ASF has intervened in several prestigious projects of its member states namely, construction of university complex of the Superior School of Commerce and Business Administration, Escale 1 in Niger, construction of “Oasis Hotel” in Kigali, Rwanda, development of the airport of Lomé, Togo, construction of a modern hospital, KIRA Hospital Burundi, creation of a plant for the extraction and refining of palm oil and palm kernel oil in Benin, among others.

Mauritius is a member of the ASF. What are the actions taken by ASF to promote economic development and fight poverty in Mauritius? 

Apart from two interventions facilitating the construction of a sugar terminal in Port Louis and the construction of 944 housing units for the National Housing Development Company, the perspectives for intervention in Mauritius include, among others, a guarantee by the ASF towards the financing of agricultural projects by the Maubank, by the State Bank of Mauritius, etc. There is also an agreement with the Board of Investment to identify investors seeking assistance of the ASF. There is a possible future agreement between the ASF and the SMEDA. 

What are the current projects of the ASF?

The ASF is working on the widening of institutional holding with different States. It is also reinforcing its capital, and embarking on an innovation path as well as diversification. Especially for Mauritius, ASF is planning with Maubank to devise special intervention schemes for the agri-business, expecting to collaborate with the Mauritius Africa Fund for its project in Ghana and a Grand Road Show during early August 2017 whereby ASF can showcase its products on offer for Mauritian enterprises to take maximum benefits.

Why do our young people need to look up to Africa?

There’s something about Africa that keeps luring people back. Perhaps it’s the feeling of a vast untamed continent where anything is possible. Economic growth in sub-Saharan Africa in 2014 was slightly above 6%, according to the International Monetary Fund. Africa as a whole has a GDP in excess of US$2 trillion, and is home to seven of the world’s fastest growing economies. This is where skilled workers can bargain and discuss opportunities of career growth in emerging sectors. If you want to work in Africa there are plenty of opportunities. The continent hardly lacks unskilled labour, but there is a demand for skilled workers, particularly those with long experience in industry and/or a university degree. And as ever, the oil and gas sector offers rick pickings, particularly in established countries such as Nigeria and Algeria. I would also add West African countries, being from Niger I can tell you that the country is mostly welcoming and you get the opportunity to team up with people from other cultures and background

Is working in Niger, a French speaking country, a challenge to integrate and work in its environment?

This is the most exciting part of my journey. Actually, my French relationship with FSA started in January 2016, with all the documents and application submitted in French and also the written exam and the interview session in the same language. Nonetheless, being in an international organisation, most of the staff members understand and speak English very well. Let me tell you, the post of the Director of Communication and Marketing was a very competitive one and I had to travel to Niamey for the interview and Written test, thus I was acquainted with the French working culture and also its exigencies. All our materials, brochures, presentations are in both English and French.

Starting as a secondary teacher and now as the Director of Marketing, can you share the journey with our readers?

It has been a very rich journey till date by the grace of the Lord and of course with the blessings of my mom, dad, brother (instrumental) and of course my wife who has taken a sabbatical to accompany me here. Before starting as a teacher, I worked in two hotels as trainee in the housekeeping and front office departments respectively. As a teacher, I introduced the subject of Travel and Tourism (which was new in 2007) in numerous schools, I had ample time to dedicate to my studies after 14.30. After my first degree, I had the opportunity to complete two master’s degree (MSc. Tourism & Marketing and Executive MBA) while working as head of Department. I participated in at least 50 interview sessions but could not find a place in the corporate world.

At times, I was thinking, the job as a teacher being permanent, why do I need to bother around. But time and again I was thoughtful on how to reach new heights and how I can contribute towards the progress of my country. It was after my Executive MBA that I had the opportunity to join the prominent World Bank project, Mauritius Business Growth Scheme, where I joined as the Monitoring and Evaluation Coordinator. At MBGS, under the aegis of the Ministry of Business and Enterprise, I had the immense prospect to set up, create & run the M&E unit as an Independent one. I was interacting with around 600 SMEs in the region and also presented several reports. At that particular time, I also started to teach at the numerous universities on a part time mode and gained experience in the Tertiary Education World. Having spent two years at the MBGS, I had the privilege to work with the Amity Group as the Head of Marketing (senior management level), again setting up, creating and running the Marketing department of the University. I worked there for four years interacting with students and colleagues from different backgrounds and it was during that period that I started my PhD and I hope to complete and submit in the month to come.

Now, reaching the directorate level at such an esteemed international institution is more than humbling. I feel more responsible and also I am more tolerant towards my staff. I listen more than I talk now. But not in my wildest dreams I ever thought of landing in Niger and representing Mauritius. It has been a long and fruitful journey. As for now, I am focused in making sure ASF reaches new heights and continue to live up to the expectations of all Mauritians. Long Live Mauritius!