By Eric Elezuo
If you call her a woman of many parts, you won’t be wrong. She is a Pharmacist by qualification, an Engineer by vocation and hospitality practitioner by passion. She is Mrs. Bukola Adubi, the Chief Operating Officer of Nigeria’s foremost indigenous cable and wire company, MicCom Cables and Wires Limited.
Adubi’s sphere of influence is overwhelming as she compliments her official responsibilities with wifely and motherly duties as well as the presidency of the Cables Manufacturing Association of Nigeria (CAMAN), which is the umbrella body for essentially all the cable manufacturers in Nigeria.
Her intelligence, an adequate blend of genuine personality and beauty, was brought to the fore when she spoke to The Boss Newspapers on diverse issues bordering on family, nation building and the need to protect local content, especially in the cable manufacturing sector.
Excerpts:
What does it feel like managing this company set up in 1978, over four decades ago, and keeping it afloat through thick and thin?
Well, I was born into this. It was founded by my parents, and it is a joy to also see the company continue to exist beyond them. For every family business, it is probably one of the biggest wish that their legacy exists beyond, and overstays their own time. That is a joy on itself. This is what I have always known.
We branched into hospitality over twenty (20) years ago, but this has always been the core business of the family.
It is something I have always known; something that has been a source of joy for the family, and I am happy to be here. There’s a special sense of fulfilment that comes with the fact that you are part of the team that is bringing the company to a different level in a different generation. There’s a whole different joy that is associated with this.
Can you trace the trajectory of MicCom Cables from inception till when you became the CEO
In 1978 when the business started officially, the company was more or less an electrical contracting company. Then there were only two manufacturers and these were tied to foreign affiliates. This gave my parents the nudge to reason that if others can do this, then they could as well.
My parents were both engineers, and that’s how they started. They gave it a shot. From a humble beginning, the factory started in the Akowonjo area. We started small, and very gradually. We are the very first indigenous cable manufacturing company, and we set the bars very high. We opened the trails for lots of newer Nigerian companies that joined after us. Between then in 1978 and sometime in the early 90s, it was just my parents doing their thing. My mum was the factory person, more of technical, and my dad was more of sales and marketing. While dad transverse the nook and crannies, my mum was saddled with managing the factory. They had a very good balance. It was in the early 90s when my older siblings started to graduate from the universities that they started to join the business. There are three engineers. They all passed through the system, and it is interesting to know that all three of them had a stint in the business, and they had their part to play in wherever the company has found itself now. One particular sibling ran the company for over 15 years, and that was a joy for him too because then, he took the business from where my parents sort of dropped off for him and brought it to a new level. The system had been run by different hands up until when I officially started…well, I have had one leg in and one leg out since 2012. It was in 2015 when I officially took the reins as the COO. I do report to my superiors (of course, I have ‘ogas’ too) and to the board as well.
I am the face of the company and the chief oversight officer so to speak. Some people think I have PhD in Engineering, but the only real PhD I have is the fact that I was born into this, and it was very easy for me to grasp, and honestly, this is my life.
So if you are buying a MicCom product, you can go to sleep because I know the processes that we go through in the factory. I know how intentional we are about quality. We are certified with the quality management system. We are currently being certified for the occupational health safety and the health & safety management systems. We are particular about safety and quality. I can assure you.
Does it mean that MicCom is the only place you have worked?
No, remember that I am not an Engineer. I have worn many different hats. I graduated as a Pharmacist from the United Kingdom, and I worked as a Pharmacist in the UK for a couple of years. Then I came into Nigeria, and did some kind of pharmacy exchange programme. I worked briefly as a Pharmacist and also did some business consulting as well. But then in the middle of my youth service, something came up. I was not posted in Lagos; I was posted somewhere else, and there was an imbalance doing the work I got in Lagos. At a time, we had started a golf hotel and resort in Osun State, again part of the family business – the MicCom Golf Hotel & Resort. That, I will always say is my baby. It was birthed officially in 2003. I grew that business from scratch. It’s such a joy, especially because I never had any experience in hospitality. I literally learnt on the job.
I love where it was when I had to hand it over in 2013 when I had to assume my present position. So you can see my life has been spent in different industries including medical, hospitality, and engineering. I wear different hats, and of course, I am also a wife of almost 20 years, mother of two beautiful teenage girls, and so you can conveniently say that Buki is a woman of many parts.
From 2015 to date since you took over as the COO, what has been your achievement as a person
I feel a lot of pride. In 2015, we took over management as a result of the company going through some changes. Unfortunately, it wasn’t doing so well; we’ve lost a lot of market share owing to some wrong decisions that had been made. It is therefore, a joy to see where we are at today, and to have been part of that is something I will forever be proud of.
One thing I will always hold dear is the respect people have for the company, and for the quality name it had made for herself. That definitely helped our growth again.
Now, being the first indigenous company, what was the competition like when other rivals started joining the market?
I think this is also something that my parents have instilled in us. It is that feeling of inclusiveness. They have always been proudly Nigerian, and would say it anywhere, and they raised us also to be proudly Nigerian. When more people started coming into fold, there was joy all around. There was no feeling that they were coming to compete with us. MicCom was very supportive of the new businesses. At the end of the day, we are all still in the business.
We continue to talk to government, SON, CPC, Ports Authority, Customs and more just to see how we can minimise all these fake cables that come inside the country. SON is doing well, but there’s more to be done. That is the number one issue that affects everybody’s bottom line.
Over the years, we have tried to distinguished ourselves and have carved different niches for ourselves. For instance, you will not find MicCom cables in the open market. That is one very significant thing that we did. Everyone else is in the open market. If you have a good thing, you protect it with everything that you have. The open market unfortunately messes up our brand equity. We know how they adulterate and produce fake cables. Out of every 10 coils of cables that is in your name, you will be lucky if you find one that actually came from your factory, and it is a problem; a big problem. A few years ago, we took the odd decision to take ourselves off the open market, and it has segregated us from everybody else. So when you buy MicCom, you know you are buying the real thing because there is no chance of its fake being anywhere.
That’s really a tough one. How do you manage to control that decision knowing that dubious staff to frustrate the effort and take it out to the open market
The truth is that those who deals in fake things feed on the availability of the real thing in the market. If there’s nothing to copy, it becomes difficult to copy, and there will be no fake. If we have a distributor, and we are in the market, it becomes easier for them to say it is from their distributor, and then we can’t deny. But if it’s not there, then it’s one less thing to think about.
Well, take trust into consideration because among the staff, there may be some who can be mischievous, do the unthinkable, and take it out. What measures are in place to dissuade staff from acting contrary
For the longest time, I think one of the greatest assets we have, apart from our product itself, is our people. I am a strong believer in the fact that it is how you treat your people that they will treat you, and whatever it is they are handling for you. Simple. If people around feel mishandled, mistreated and that their integrity has been wronged in anyway, people will be people and people are human – the bible says that the heart of man is continually wicked. It doesn’t take anyone anything to say ‘so you think you are smart abi?’. But we have people here who have been working with us for decades. So I have such short turnover of staff that is unbelievable. For every new staff, they come into an environment where they are taught; the older staff are happy to transfer the information, and they see that there is a path here, and they stay. Yes, people come and go, but the core of my staff are very loyal, and I thank God for that.
Feelers around say Nigeria cables are one of the best in the world; can you beat your chest and say that as the first indigenous cable manufacturing company, you set the path to that victory?
Absolutely! We are the most experienced of all the Nigerian companies. We have been around longer than anyone else so we can actually track history, and so we know how the whole thing started and much more. Even in the lull of the business once upon a time, one thing that spoke for us was our quality. When you have a good product; forget it, people will find you.
Why do you think that those who are not customers of MicCom should come on board, and why would those already on board remain on board
If you want to sleep with your two eyes close, you choose MicCom. We have heard of buildings collapse, of fire outbreaks; the reasons do not go beyond the use of substandard products. I can beat my chest and say that because MicCom products are not in the market, there’s no chance of a fake product. So if you are buying a MicCom product, you can go to sleep because I know the processes that we go through in the factory. I know how intentional we are about quality. We are certified with the quality management system. We are currently being certified for the occupational health safety and the health & safety management systems. We are particular about safety and quality. I can assure you. A lot of my other colleagues in the industry wonder why we are not in the market and there’s a reason. Sometimes you have decide what is more important – whether it is money or to protect the quality of the name. This, for us, is just about out name, and nothing can stop that.
Have there been challenges in your sojourn, and how have you been able to surmount them?
You know I mention as well that I am the president of CAMAN i.e. Cable Manufacturers Association of Nigeria. Obviously, all legitimate cable manufacturers in Nigeria belong to that group. So whatever challenge I have as MicCom is the same challenge all of us have. Part of what the group does is lobbying to make sure we get all the challenges sorted. One major challenge is this issue of fake cables. The reason Nigeria cables remain the best is because we checkmate ourselves. If one person is doing anyhow, we call him to order, and so everybody is on their toes. That makes us conscious of that quality. You are protected buying cables from any company in the group. We continue to talk to government, SON, CPC, Ports Authority, Customs and more just to see how we can minimise all these fake cables that come inside the country. SON is doing well, but there’s more to be done. That is the number one issue that affects everybody’s bottom line.
There is also the issue of foreign exchange. A lot, if not all of our materials are imported. We don’t have access to CBN rate. We have to buy from the black market. Even the raw materials – we are bringing comes with a tariff. This makes us expensive unfortunately. That’s where all those dealing in fake are enjoying because they make themselves cheaper by short changing on the main ingredients of the product, and you hear people say, this is cheap, yet they don’t know what they are buying.
But have you and your team embarked on any kind of sensitization campaign against the menace?
That’s what we are doing now. There’s a lot of online, print, TV, radio and more going on now campaigns going on the moment to let people that there are certain things, as a consumer, you can do yourselves to checkmate what your electrician is buying for you, just to be sure you are buying the right thing. It is a good thing that I am here right now in this capacity as CAMAN President. I know what it costs to keep a company like ours running. The overhead alone are huge; power alone is a problem. We have processes in the factory that even if there is power from the DISCOs, you have remain on alternative power because if they take the power from the grid, the whole process is messed up, resulting in waste. So I am very passionate about getting things right for us as an industry, and I am looking forward to that. And I am again looking forward to this transitional year for the country as it is a perfect time to get our issues heard.
Again, by the time I’m 50, I want to be thinking of dialing down a notch. I have spent a lot of my years in work. I do enjoy working, and put everything I have in my work, but it will be time to dial it down. I want to travel around the world. I want to enjoy myself. I want to travel for once without thinking about or taking my computer as I do now.
Are you members in CAMAN giving you the necessary cooperation to ensure this is achieved
The biggest thing we have been able to achieve is the unity among us over the years. As much as we are competitors outside, once we come into that meeting, we see ourselves as our brother’s keeper. Again, the fact that we are allowed to be checkmated by ourselves means we understand why we are doing what we are doing. We go to one another’s factory to inspect production process, and no one is afraid when we visits his factory because he has learnt to understand this is the right thing. There is the belief that no one will sabotage the other.
That’s very rare. How did you managed to achieve that?
Yes, very rare. It’s really amazing and I am very thankful for that, I believe it is also because everybody is vested in the industry. It is a very hard industry to break into because the start-up capital is huge. So it is better to have collaborative power among your selves so that you can fight a common enemy. It’s a of challenge but the fact that we are all focused on the same goal helps and goes a long way.
Tell me, is cable manufacturing business very lucrative?
It can be if you don’t have all these other issues
But it is, considering that you have been in business this four decades and counting
That’s why we are still here (laughs). You know one of the better things that could happen to the industry is localisation – local content. There is at the moment an executive order by the president that says that every parastatal must buy from local companies certain items that they need. I really wish that order is being followed to the later. It’s still a bit shaky but we are getting there. However, there a board; the Nigerian Content Development Monitoring Board (NCDMB). They monitor local content in the oil and gas industry. They are so insistent. All the foreign oil companies including Total, Shell and others doing business in the country can’t import directly any goods or service, otherwise the board will shut down their project. They are that powerful & effective; they are really efficient. They opened a new door for us. Five years ago, we wouldn’t have been able to go to say Total, and they will give you RFQ – Request for Quotation, and say they want to buy cable – never – they see you like you can’t solved their problem. But now, the Board has made it easy to approach them so they have no choice but to patronize local content. However, the Board also checkmates you on the gains you make to make sure that you improve and expand. So don’t think you are making free money. It must reflect on everything you do so you can make yourself better – cause investment in your systems.
Already now, a lot of our members are enjoying this benefits because they listed some from where cables must be bought from. They are not saying buy from only this person, they are giving options, saying as long as it is from these people, we are okay, and it is made in Nigeria.
Again, you the beneficiary must live up to expectation. They have to see traction, and it is developing us. We are increasing capacity, buying machines, employing more people, giving revenue back to the government, and everybody is happy.
But the NCDMB is only in the oil and gas. If only we could have similar thing in construction, have them in telecoms, and other sectors, local companies will be better off
So what efforts are you making to have them in other sectors, especially yours?
That’s the reason behind all the lobbying. We thank God for the new government that are coming in now because this is a fantastic time for us to make our voices heard from a different perspective. We have plenty things to show that we have done well and deserve the assistance. By the time everyone settles down, we will begin to make our voices heard so that these things can be replicated in all the industries, and then the cable industry will be versatile.
Now what do you think is future of cable and wire manufacturing industry in Nigeria?
The way we are going, two things can happen because things are pretty bad now in terms of infrastructure, power, foreign exchange and all of that. The best thing that can happen is that all these issues are dealt with. If all these issues are dealt with even by 50%, the traction we would get will be double for the industry. So either things go that way or things get worse, and nobody is praying for things to go worse. So we can only pray that things get better, and with better things come a win-win situation for everybody. It is looking bright; that is my optimistic belief.
And I guess it will look brighter if government shows more interest in the sector
They don’t have a choice; they must show interest but we have to get very vocal as well. This is my industry so it’s not about MicCom. It is about the survival of the industry. And people need to take it serious. Unfortunately, a lot of unfortunate things are also happening – buildings are coming down every other day. There’s a lot of attention on fake building materials and the causes, and cables form an intricate part of building. Even if you put up a ramshackle building, you must put light there. Even if the building is not made from concrete, it must have a bulb, and you must have wire for the bulb. So whether we like it or not, we are an industry that nobody can just ignore.
Are cable manufacturers consulted before buildings are erected?
It depends on your electrician because he is part of the process. But yes, in making up the BOQ during every project, where it is decided what and what is need, cable has to be there, and somebody needs to be able to rationalise that cable need. One way or another, we are getting involved.
How do you juggle being an ‘engineer’, a pharmacist, a hospitality personnel, mother and wife, and still maintain your composure?
It is the grace of God…
But the NCDMB is only in the oil and gas. If only we could have similar thing in construction, have them in telecoms, and other sectors, local companies will be better off
And…?
Good support at work because a lot of the things I do involve late nights and traveling. I am happy now that my children are teenagers. When they were small, every job I had had always been involving, and it is good to have people that supports you. Of course my husband is my number one champion. If he had made it difficult for me to explore, I wouldn’t be there today. The grace of God is major as it is a lot to pile up. Then again, I saw my mother did it. She raised a fantastic family, and she was very hands on at work. So if she can do it, I can. And I see how she managed it, so it’s just to take a peep off her own handbook. Nothing is impossible.
With all the work load, how do you find time to recreate, and which areas of recreation do you find attractive?
That is one thing I’ve always been told I need to do more of. I’m not much of a social butterfly. So if I am going out, it is because that person is important to me. If I am not doing anything, I am in my house because my Mondays through to Saturdays is all about work.
Notwithstanding, there must be something you do to maintain your youthful outlook
It’s the grace of God
Yes, but there’s always something that the grace of God use to accomplish it
I think one of the biggest thing for me is I try not to worry. I discovered that worry is one of the things that cause high blood pressure, headache and other diseases that then overwhelms someone. I don’t worry. People have approached me and asked what kind of human being I am. In the middle of all the issues, something will happen. You know, when you hit a brick wall, it’s either you pass through the wall or you bounce back; something will happen. So if I can’t control the narrative, why give myself headache. That is one thing I know has given me a lot of peace. And when you have peace, everything else become easier. But I won’t tell you it’s because I eat a definite kind of food or do a certain kind of exercise.
Do you actually have a certain kind of food – best for you?
Plantain – in any form. This is something I eat anytime. I eat well and good. I don’t do breakfast, lunch and dinner in that order necessarily. I can wake up and say I want to eat eba or pounded yam and I’m good for the day.
How about sports? Do you support any team?
I’m not really a sports person. I’ll flow with any situation around me. My husband is the more ardent football fan. I keep myself busy; I don’t like wahala. The fanaticism of most football fans makes me wonder if they are sharing the money with them. I walk away from whatever is going to cause headache for me.
What target have you set for yourself by the time you clock 50?
Oh…50 is very close. To be honest, I have actually been thinking about it recently, and I am pretty fulfilled. I will be 50 in five years, my children will be much older. I have a daughter now going into the university, and the other one will be joining her in a few years. By that time, the one going in now would have graduated, and the one following would be almost graduating. That, in itself is fulfillment for me. That I have two girls that are self-sufficient. And that God has helped me to have done the best I can with them, then it will be them and God.
Again, by that time, I want to be thinking of dialing down a notch. I have spent a lot of my years in work. I do enjoy working, and put everything I have in my work, but it will be time to dial it down. I want to travel around the world. I want to enjoy myself. I want to travel for once without thinking about or taking my computer as I do now. I can sit down and read. Of course, that’s one thing I do enjoy very well. You are transported to a different world when you read. It takes me away from work, and I love that.
Who are really your parents? How did they motivate you so much that you are giving so much?
My mum, Comfort Olufunke Ponnle is late now. It is worthy of note that MicCom is a combination of two names; Michael and Comfort. My dad’s and mum’s names. One couldn’t have asked for a better parent – growing up was a joy. I am the last of five, and by the time I came along, they were already rich, and sometimes I used to wonder that if we can afford to do this, why are we not doing it – if you afford to take the children to a different school, why are they attending public school – if you can afford to hire a house help, why are you doing things yourself – so some of the trainings we went through, we might have thought they were pointless at the time, but now I see a huge difference to our lives. I’m sure I speak for the rest of my siblings. My mum was very intentional with us – she was very busy, but very intentional. She has been late over 10 years now…
…And your dad?
Dad is very much alive though retired. He lives in the village. I enjoyed my growing up days. It strengthened and grew me.
And your husband?
My Wole is such joy, and has allowed a very ambitious and career minded person like me to be what I wish to be. Honestly, I chose a good man, and I am happy. And my children are better off for it. One of us is always available. He’s always there when I’m not. We have a great partnership, and it’s fantastic. I couldn’t have asked for a better husband.
What do you regret in your 45 years of existence?
Nothing. Whatever has happened has moulded me. They say that whatever does not kill you makes you stronger. I am happy for my life, and give thanks for the part God is playing in my life. A lot of the time, it’s not about me. It’s really not about me. The fact that I also realised that, helps me to free myself a lot more, and be able to do more. No, no regrets.
MicCom has seen 44 years already, is there any possibility of MicCom seeing another 44 years.
By God’s grace, yes. The biggest thing I have also learn in this business is the succession. The worse thing you can do to your business is to hold on to something you can’t replicate. It’s a good thing it is family that is replicating the succession now, but even if it is someone else that is going to come in to take over for whatever reason, there’s going to be a succession plan.
I guess there’s already a succession plan on ground
Yes, there is. MicCom can’t die by God’s grace.
What do you think you would be leaving behind for the person that will succeed you?
A good name. A good legacy. That brand equity that we’ve grown.
And there’s every possibility the next person wouldn’t need to go through stress
Well, at the end of the day, it is a different world. The world my parents were in is a completely different world from the one I am in today. Theirs may also be different. So, they need to be ready for that change, and that change starts now. Change is one constant thing in this world. If we are set in our ways, we won’t be where we are today. We would’ve just died a natural death as a result of someone claiming that this is how we’ve always done it. Everybody has to be on their toes.
Thank you very much for your time, Mrs Adubi
Thank you too. I really appreciate.
