In a competitive manufacturing environment where product quality often determines survival, the Managing Director and Chief Executive Officer of Newest Commercial Industry Limited, Hon. Deji Afolabi, says the company’s philosophy of innovation and strict production standards has helped it maintain high-quality paint products for different segments of the market.
Speaking during a media interaction, Afolabi explained that the inspiration behind the company’s name, Newest, reflects a philosophy of renewal, innovation and excellence.
According to him, the name was deliberately chosen to represent freshness and improvement in everything the company produces.
“The name is Newest. If you look at it very well, it means everything should be new. Even old things can become new again,” he said.
To illustrate the concept, Afolabi compared the appeal of new products to the attraction people naturally have for new currency notes.
“If you give a child both a new note and an old one, the child will always pick the new note first. That is how people see new things — everyone wants something fresh and better. That is the idea behind the name Newest,” he explained.
Product Range and Quality Standards
Afolabi disclosed that the company produces different categories of paint designed for various building and industrial applications.
He identified the major types as emulsion paint, matte finish, satin paint, and industrial paint used for road markings and demarcations.
“These paints are used for different types of structures, including government buildings, schools, banks, offices and recreational facilities. We ensure that each product meets the quality expectations of our customers,” he said.
He explained that each paint type has a unique texture and grade.
The satin paint, according to him, is the most premium category due to its refined finish and durability for indoor surfaces.
“Satin paint is the most expensive texture we have. It is mainly used for interiors such as living rooms, offices and banking halls. However, we do not advise people to use it outside because the sun can eventually cause it to peel,” he said.
He added that matte finish paint provides a smooth appearance and is widely used in many modern buildings, while emulsion paint remains a more affordable option with reliable performance.
“Each paint has its own grade and function, and we guide customers on the best option for their buildings,” he noted.
Ensuring Quality in Production
The Newest Group boss said maintaining product quality requires strict adherence to manufacturing processes and the use of appropriate production equipment.
He explained that the mixing of chemical components in paint production must follow precise procedures to achieve the right consistency and durability.
“For instance, we use a production machine that mixes the chemical components continuously for about 30 minutes. If the process stops midway, it can affect the final quality of the paint,” he said.
However, he lamented that unstable electricity supply remains a major challenge affecting manufacturing companies in Nigeria.
“If power goes off while the chemicals are being mixed, it disrupts the production process. That is why we have to rely on generators,” he explained.
He noted that industrial generators required to power such equipment often run on diesel, which significantly increases production costs.
“Getting a generator of about 20KVA or 30KVA is not easy, and diesel is very expensive. All these factors add to the cost of production,” Afolabi said.
Call for Stronger Government Support
While acknowledging government efforts to improve the economy, Afolabi urged authorities to do more to support manufacturing industries.
He suggested that government agencies should regularly engage with factory owners to understand their challenges and provide practical solutions.
Drawing a comparison with South Africa, he noted that government representatives in that country often visit companies to identify operational challenges faced by manufacturers.
“They go to different industries and ask them directly: What are your challenges? They take those reports back to the ministry so that solutions can be implemented,” he said.
According to him, adopting a similar approach in Nigeria would help strengthen the manufacturing sector and boost job creation.
“When entrepreneurs establish industries, they cannot run them alone. They employ people. And when more people are employed, crime reduces, and the economy grows,” he added.
Aspiration to Join Manufacturers Association of Nigeria
Afolabi also revealed that Newest Commercial Industry Limited is currently working towards meeting the standards required to join the Manufacturers Association of Nigeria (MAN).
He said the association has specific conditions that companies must satisfy before membership is approved, including inspection of facilities and compliance with industrial standards.
“We are putting the necessary structures in place — machines, buildings and other requirements — so that we can meet the standards and become members of MAN,” he said.
Role of Private Industries in Economic Growth
The Newest Group chief emphasised that private manufacturing companies play a critical role in national economic development.
According to him, thriving industries not only create jobs but also contribute significantly to government revenue through taxes.
“When companies do well, they pay taxes to the government. That is why supporting industries will ultimately help the country’s economy,” he said.
Despite the challenges facing manufacturers, Afolabi expressed optimism that with stronger collaboration between the government and private sector operators, Nigeria’s industrial sector can achieve significant growth.
“If industries are supported, they will grow, create more employment and strengthen the economy. That is what we believe in,” he added.
