Eswatini’s homegrown brands are set to shine on the national stage at the 2025 Made in Eswatini Consumer Choice Awards, a celebration of consumer-endorsed excellence that organizers say will offer market credibility and open commercial doors for local businesses.
The event will be held on Friday, July 25 at Brackenhill Lodge in Mbabane.
The initiative, spearheaded by local creative agency A Peculiar People, is built around a unique concept: rewarding brands not by expert panels, but by everyday consumers.
Only 2024 winners will have the exclusive opportunity to exhibit and trade in a curated marketplace alongside the awards ceremony, under the theme “Creating the Future.”
“This is more than a trophy. It is market validation,” said Melusi Zox Dlamini, Chairman of A Peculiar People.
“When a consumer chooses your product over another, that’s powerful data. It signals trust, quality, and satisfaction—three metrics no brand can afford to ignore.”
The awards honour companies demonstrating consistency in quality, customer satisfaction, and innovative business models.
Finalists this year include standout local names such as Black Mamba, Emlembe Honey, Imbali Gin, My Coils, Baobab Batik, Mongi Botanical, and Khokho Collection.
Each winning brand will receive the coveted Symbol of Excellence badge—a marker organisers say can elevate visibility, reinforce consumer confidence, and drive new sales.
Many 2024 winners have already integrated the badge into packaging and online materials, citing boosts in brand awareness and expansion into new markets.
Event coordinator Lungelo Mhlanga confirmed that all votes were verified through independent auditing, ensuring transparency and legitimacy.
“We work with independent auditors to confirm that each vote corresponds to a legitimate consumer,” she said.
The 2025 edition brings added focus to sustainability and digital innovation. Companies were judged on use of digital platforms, eco-conscious packaging, and traceable sourcing.
“We are creating a culture where sustainability and digital adoption are not side notes—they are core to how we define excellence,” Dlamini explained.
BE CEO E. Nathi Dlamini will chair this year’s jury, while the day-long celebration will feature performances by Comedian Mdura, Cybos, Miss T, and Mixmash. Phila Ph.D. Dlamini will host the event, which runs from noon to 10:00 p.m.
Tickets are priced at E250.
Beyond accolades, the event aims to stimulate national pride and economic development through consumer education campaigns and advocacy for local purchasing.
“The awards reinforce that the local market is viable,” said Dlamini.
“We’re not just celebrating products. We’re backing businesses that can anchor Eswatini’s economy in the years ahead.”
