Nadisha Hunter, Gleaner Writer

Dr Dhiru Tanna, managing director of Blue Power Limited, explains how he overcame the numerous challenges at the company. - Photos by Peta-Gaye Clachar/Freelance Photographer

HE WAS warned that the manufacturing sector was not an easy road to trod. Nonetheless, entrepreneur Dr Dhiru Tanna gathered the 11-member team he had at his former hardware store in downtown Kingston, marched into that 'forbidden sector' and launched his Blue Power soap.

Tanna closed the downtown business to consolidate his efforts in a similar operation he had in Papine, St Andrew.

He turned to the to the laundry-soap business because Jamaica has the largest soap market in the Commonwealth Caribbean.

For some time, he sang the blues, but today he is singing a different tune. Success.

With a persistent attitude, he said he was prepared for a win-or-lose battle. He wanted to determine whether soap manufacturing on a moderate scale could be successfully set up in the country.

He was soon to realise, however, that there was some amount of truth behind the caution statements about the manufacturing process. But he never lost hope.

"Everyone was right; it was very difficult and it has been a slow, painful process," he argued.

"Manufacturing is a very difficult business in Jamaica because the energy cost is very high, the country is not properly geared for manufacturers in terms of parts for the equipment and, of course, the competition with well-established brands is a problem."

No growth

The first two years were fruitless, as there was little or no profit generated from the business.

"Every morning, I came here and I wondered why I had given up a good business (hardware) which was profitable to start this business," he lamented.

"We talked to persons and let them try the product, stick to a low price in the market and ensure the quality is good, which wasn't an easy thing to do because we ended up losing a lot of money."

Tanna's perseverance

( L - R )Sterling, Lamont

Challenges almost crippled his efforts, but Tanna's persistence pushed the business to success.

Seven years ago in an interview with The Gleaner, he disclosed that the company had 10 per cent of the domestic consumption of laundry soap in Jamaica.

At that time, he stated that his ultimate goal was to capture 30-40 per cent of the local market, this he said he fought assiduously to achieve.

Those figures are now corresponding with his dreams.

While expanding his market locally, Tanna says export markets have generated a lot of revenue for the company.

He is also looking forward to reaping the rewards from carbolic soap, which was just launched on the market and bathing soaps which he will be rolling out soon.

Market acceptance of the product is also being built by working with distributors, such as LASCO Distributors, GraceKennedy, Hi-Lo, H.D. Hopwood, Payless Distribu-tors and Barco Caribbean, to produce soaps.

The growing success of the business has improved the lives of several individuals on staff, which was recently increased to 15.

A boost for employees

Senior supervisor, Kenneth Lamont, started working at Blue Power soap since its inception. Prior to that, he used to stick around at the hardware. He swept the place in the mornings for a stipend and he would wait on customers to hire his vehicle.

Lamont, who resides in Hillside Crescent, Kingston, disclosed that back then, it was rough for him to survive, "as it was only hand-to-mouth" existence.

He could only provide the basics for his two children and he was not pleased.

"I now own a house and can better provide for my family," Lamont revealed with a smile.

Thirty-five-year-old Arlene Sterling is no different. Her position was made redundant, rendering her husband the sole breadwinner in the family.

She said Blue Power soap has changed her life significantly.

"I have achieved a lot since I start working here which include a small variety store. She said: "I am living more comfortably because I love to be independent."

Pauline Campbell packaging cake soap at Blue Power Limited.