Russian companies are opening a new chapter in business cooperation with Africa, which is a promising export destination with Russian solutions able to contribute to socioeconomic development. African experts discussed what manufacturers need to understand and learn at the "Russia-Africa: Business at the Crossroads of Opportunities," pitch session, which took place on October 21 during the Made in Russia International Export Forum at Russia National Center, Moscow. The forum was organized by Russian Export Center (REC, VEB Group).
Opening the session, moderator, Israfil Ali-Zade, Head of Middle East and Africa, Russian Export Center, emphasized that today, African countries are not just trading partners for Russia but a key vector of Russia's foreign economic development. However, businesses entering African markets face a number of challenges that can be addressed through an understanding of the cultural code and regional specifics. “Many Russian businessmen already understand that Africa is not a country. We can offer our partners competitive, high-quality, reliable products that can drive positive changes. It is a continent, where each country has its own characteristics, culture, traditions, and business rhythm. Only a deep understanding of cultural characteristics and mentality opens the way to true mutually beneficial cooperation.”
To demonstrate how this works in practice, the session included a pitch session covering domestic export projects. Four companies had three minutes to present their products to experts from across Africa. The jury included Boureima Sangaré, CEO of SICI-SA (Burkina Faso), Belhamiti Mohammed El Miloud, President of the Russian-Algerian House of Friendship, Menge Abanda Agate Michelin, Director of ETS KORNI (Cameroon); and Lawrence Awuku Boateng, President of the Ghana-Russia Business Development Council. Ambassadors from African countries also participated in the session.
Four SME projects from various sectors (medicine, manufacturing, and IT) were pitched to the experts.
Artem Sorokin, CEO of Leber Group, spoke to experts about children's play- and sports grounds that contribute to the development of urban infrastructure and create a comfortable environment for families. Since 2010, the company has been creating spaces for children to play and develop. Leber is currently represented in 12 countries, including under the Made in Russia brand.
Nikita Punia, Vice President of Commerce at Pharmsintez, presented opportunities for collaboration with African partners in the supply of active pharmaceutical ingredients and localization of drug production for the treatment of infectious, oncological diseases, and other conditions.
Anna Zaychikova, FEA specialist at GRENT, presented stainless steel equipment for various industries to the jury, including water drainage and industrial hygiene systems. The company holds the Made in Russia certificate.
Inna Bondareva, Director at Targetta, discussed innovative digital healthcare solutions, including a VR platform for training doctors and nano-sensors for medical centers.
The experts praised the presented products and noted their potential for application across the continent. They emphasized that Africa needs not just suppliers, but reliable partners willing to share technology and knowledge and address specific socioeconomic challenges. The experts also made a number of general recommendations:
• Adapt the product to local conditions, from climate to consumer habits.
• Build long-term relationships, rather than looking for quick deals. On the continent, trust is built through personal contacts.
• Speak the partner's language: not only business, but also cultural communication is important.
• Work through local distributors and retail chains, which better understand the specifics of demand.
"In Africa, those who work systematically and respect their partners are valued. This isn’t a one-contract market, rather than a territory of trust. And those who understand this first will gain a strong foothold," Alexey Baranov, session moderator, Export Director at Vetbot, whose products are in demand in 83 countries.
The Made in Russia forum annually brings together thousands of participants from over 80 countries, representatives of businesses, government agencies, scientific and business communities. It is the year's key event for entrepreneurs seeking to scale their businesses, expand exports, and find reliable partners. In 2024, the forum attracted approximately 6,000 visitors, and 75 companies participated in the Made in Russia exhibition, showcasing the high level and diversity of Russian export.
It's worth noting that from September 1 to October 22, as part of the forum, Russian Export Center will host a large-scale Made in Russia exhibition at Russia National Center, showcasing the achievements of Russian exporters. Please register for free at russia.ru.
The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. RIA Novosti is General Information Partner. Information partners include TASS, Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.
Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.
Opening the session, moderator, Israfil Ali-Zade, Head of Middle East and Africa, Russian Export Center, emphasized that today, African countries are not just trading partners for Russia but a key vector of Russia's foreign economic development. However, businesses entering African markets face a number of challenges that can be addressed through an understanding of the cultural code and regional specifics. “Many Russian businessmen already understand that Africa is not a country. We can offer our partners competitive, high-quality, reliable products that can drive positive changes. It is a continent, where each country has its own characteristics, culture, traditions, and business rhythm. Only a deep understanding of cultural characteristics and mentality opens the way to true mutually beneficial cooperation.”
To demonstrate how this works in practice, the session included a pitch session covering domestic export projects. Four companies had three minutes to present their products to experts from across Africa. The jury included Boureima Sangaré, CEO of SICI-SA (Burkina Faso), Belhamiti Mohammed El Miloud, President of the Russian-Algerian House of Friendship, Menge Abanda Agate Michelin, Director of ETS KORNI (Cameroon); and Lawrence Awuku Boateng, President of the Ghana-Russia Business Development Council. Ambassadors from African countries also participated in the session.
Four SME projects from various sectors (medicine, manufacturing, and IT) were pitched to the experts.
Artem Sorokin, CEO of Leber Group, spoke to experts about children's play- and sports grounds that contribute to the development of urban infrastructure and create a comfortable environment for families. Since 2010, the company has been creating spaces for children to play and develop. Leber is currently represented in 12 countries, including under the Made in Russia brand.
Nikita Punia, Vice President of Commerce at Pharmsintez, presented opportunities for collaboration with African partners in the supply of active pharmaceutical ingredients and localization of drug production for the treatment of infectious, oncological diseases, and other conditions.
Anna Zaychikova, FEA specialist at GRENT, presented stainless steel equipment for various industries to the jury, including water drainage and industrial hygiene systems. The company holds the Made in Russia certificate.
Inna Bondareva, Director at Targetta, discussed innovative digital healthcare solutions, including a VR platform for training doctors and nano-sensors for medical centers.
The experts praised the presented products and noted their potential for application across the continent. They emphasized that Africa needs not just suppliers, but reliable partners willing to share technology and knowledge and address specific socioeconomic challenges. The experts also made a number of general recommendations:
• Adapt the product to local conditions, from climate to consumer habits.
• Build long-term relationships, rather than looking for quick deals. On the continent, trust is built through personal contacts.
• Speak the partner's language: not only business, but also cultural communication is important.
• Work through local distributors and retail chains, which better understand the specifics of demand.
"In Africa, those who work systematically and respect their partners are valued. This isn’t a one-contract market, rather than a territory of trust. And those who understand this first will gain a strong foothold," Alexey Baranov, session moderator, Export Director at Vetbot, whose products are in demand in 83 countries.
The Made in Russia forum annually brings together thousands of participants from over 80 countries, representatives of businesses, government agencies, scientific and business communities. It is the year's key event for entrepreneurs seeking to scale their businesses, expand exports, and find reliable partners. In 2024, the forum attracted approximately 6,000 visitors, and 75 companies participated in the Made in Russia exhibition, showcasing the high level and diversity of Russian export.
It's worth noting that from September 1 to October 22, as part of the forum, Russian Export Center will host a large-scale Made in Russia exhibition at Russia National Center, showcasing the achievements of Russian exporters. Please register for free at russia.ru.
The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. RIA Novosti is General Information Partner. Information partners include TASS, Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.
Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.