The 2025 edition of the Made in Eswatini Consumer Choice Awards has drawn a massive 678 product nominations in just three weeks, confirming growing public trust in local brands.
Announcing the figure, Chairman of A Peculiar People, Melusi Zox Dlamini, revealed that the initial entries have been narrowed down to over 130 distinct and traceable local products, which will now be categorised ahead of the public voting phase, opening next Tuesday, 24 June.
Speaking during a media briefing held at Business Eswatini (BE) offices on Thursday, Dlamini said that the 2025 edition of the Made in Eswatini Awards will be held under the theme “Creating the Future.”
“The awards aim to highlight brands that are not only thriving today but also laying the foundation for a digitally driven, sustainable local economy,” he said. “We believe the future is digital, borderless, and built by conscious consumers who choose local first. This initiative is about much more than recognition; it’s about affirming Eswatini’s entrepreneurial spirit and economic potential.”
To ensure transparency and industry credibility, an eight-member jury has been assembled, chaired by BE CEO (E. Nathi Dlamini). The jury includes experts from retail, finance, sustainability, branding, and product innovation sectors. Each will bring strategic insight to evaluate brands for excellence, impact, and market readiness.
This year’s awards will follow a two-tiered selection process: eight categories will be determined by public vote, while eight additional categories will undergo technical jury evaluation.
Public voting opens on 24 June via the MTN powered vote.madeineswatini.africa.com at a cost of E0.50 per vote charged via MTN MoMo. Voting will close on 22 July. Under the Public Voting Categories, consumers will vote for their favourite brands across eight segments:
- Favourite Experience
- Favourite Apparel
- Favourite Drink
- Favourite Taste
- Favourite Home Product
- Favourite Health & Wellness Product
- Favourite Beauty Product
- Made in Eswatini Product of the Year (top honour by public vote)
Meanwhile, the Jury Categories will focus on technical excellence and strategic impact of the local products and will be judged under categories that celebrate specific qualities driving long-term growth, impact, and global competitiveness. The categories are:
- Best Youth-Led Brand – Honouring young entrepreneurs shaping the future of local enterprise.
- Best Women-Led Brand – Celebrating powerful female-led brands
- Best in Environmental Sustainability – Recognising brands that put the planet—Mother Earth—first
- Best in Social Impact – Highlighting businesses that transform lives and uplift communities
- Best in Product Design & Packaging – Where innovation meets aesthetics and functionality
- Best in Tech & Innovation – Celebrating groundbreaking ideas turned into real-world solutions
- Best in Manufacturing – Recognising excellence in processes, product quality, and craftsmanship
- Best Emerging Brand – Spotlighting rising stars with promise, potential, and resilience
Also speaking at the briefing, BE CEO and Chairperson of the Jury, E. Nathi Dlamini, said that the jury categories allow them to highlight specific strengths, whether it is sustainability, innovation, or community impact. Dlamini emphasised that the panel of judges, which includes experts from various sectors, will be guided by industry benchmarks, objectivity, and transparency. He further called for more support of the awards.
“I would like to commend the organisers, A Peculiar People, for spearheading a platform for motivation, mentorship, and market access. I would like to encourage stakeholders, consumers, and the private sector to rally behind the awards,” he said.
Dlamini added that local enterprises must be elevated to gain international competitiveness. “Let us make ‘Made in Eswatini’ a brand that commands global respect,” he added.
Also at the briefing, a raffle was held to celebrate consumer participation. One lucky number out of the 10 most active nominating mobile numbers was randomly selected to win a one-night stay for two at Silverstone Lodge, a proud winner of the Symbol of Excellence during the 2024 Made in Eswatini awards.The raffle was conducted by Silverstone Lodge Manager, Karen Nhlengethwa.
Meanwhile, Head of Commercial Operations at MTN Fintech, Jordy Shiba, applauded the awards, calling them a landmark moment for local enterprise and consumer empowerment.
“We are taking a bold step forward by inviting the most important voice into the conversation—the customer,” Shiba said. “The consumer will speak with their vote that will only cost 0.50 cents through MoMo wallets. Let us celebrate local excellence, uplift our entrepreneurs, and continue building a future where Eswatini-made products shine on every shelf and in every home.”