At the heart of the promotion of local production is the “Made in Moris” label. Launched in late 2012 by the Association des manufacturiers mauriciens (AMM), “Made in Moris” has evolved to now be offered to companies in seven economic “sectors”. Shirin Gunny, Director of the label since 2018 and Managing Director of AMM since 2023, takes stock of the progress of this label, which is playing an increasingly important role in promoting the country’s know-how.

Following the interview published in JDA 13.

Le journal des Archipels: Do Mauritian or foreign consumers today have the reflex to favor Made in Moris as much as possible, or is there still a need to raise awareness?
Shirin Gunny: We’ve noticed that Mauritians are looking at local products and Made in Mauritius in a different light. This is positive, and we need to consolidate it. Raising awareness and communicating about responsible local purchasing and its multiplier effect are our main missions. This is of the utmost importance. For our part, we run activation campaigns in shopping centers to reach consumers. These activations are among the most popular opportunities for our members. We encourage consumers to become “consom’actors” in a circular economy. Mauritians are increasingly sensitive to this issue and trust Made in Moris for responsible consumption. We also have a strategic partnership with MBC TV (national television – editor’s note) and its Business Connect magazine, which enables us to promote our members and our advocacy. We’ll be launching the third season soon.Awareness is also raised by the brands themselves, who also communicate the importance of consuming locally. We run a communications workshop for our brands, so that they can learn how to promote their adherence to Made in Moris. When the government signals its intention to source from local SMEs, it’s another way of raising awareness of local industry.

JDA: One of the things you’ve tried to do is to help local businesses innovate, and you regularly address the subject of corporate sustainability. What are your current and future projects that will contribute to adding value to businesses?
SG: We do much more than try. Innovation is at the very heart of AMM’s creation of the label. Made in Moris is an AMM innovation. In a market like ours, but also in a constantly evolving world, it’s vital for the future of the label and the brands it represents to take an interest in innovation. Whether we’re talking about the circular economy, energy transition, carbon impact, food safety, technology or new ways of working, the stakes are too high and too urgent. The strength of our network lies in the fact that we can think and act together. And we know, after 10 years of existence, that collective intelligence can and must be put in place if we are to meet the challenges that lie ahead.

“On the road to Made in Moris

In February 2023, we welcomed Pierre-Louis Desprez, co-founder of Kaos Consulting (France), a specialist in brands and innovation. Our members benefited from his 30 years of expertise in the creation of over 2,000 brands. The AMM also runs the “Lindistri Dime” program, which focuses on three themes: eco-design, sustainable supply chain and automation. And innovation is the common thread running through this program. Made in Moris will be launching its Sustainability course in September. Our “En route vers le Made in Moris” program will enable us to support 120 SMEs in their Quality processes and in the label’s best industrial practices. And we’re also joining forces with the Turbine’s Test Drive 10. The incubator is launching its tenth call for projects, and this time it’s looking for startups that can help achieve five Sustainable Development Goals. Made in Moris will be presenting a prize, the Local Impact Award, to one startup.We are not only a label, but above all a platform that supports the development of responsible local brands, as part of a continuous improvement process. The more innovative the label brands are, the better they can respond to the ever-changing needs of consumers. In this pro-local movement we wish to see, from both a B-to-B and B-to-C perspective, we must at all costs ensure that our local brands win hands down, and even more so, that they have a head start in terms of tangible added value in relation to their economic, environmental and social contribution to the Mauritian territory.