By Agatha Emeadi
Obiageli Ajero is the managing director of Somkolch Nigeria Limited, an engine and diesel cure outfit she started after her 15 years sojourn in the banking sector.
A young serial entrepreneur like her mother, Geli as she is popularly called has a ‘look of a spoilt brat ’ but she is a bold and fearless lady who swims the murky waters of different businesses where most women would fear to tread.
In this interview with Sunday Sun, the Biochemistry graduate and mother of five encouraged women to take up challenges and business opportunities not minding their gender.
How did you start the business of engine cleaning as a lady?
We were incorporated in year 2011, but started operations in August 2012 with engine and fuel purifiers, otherwise known as diesel injector and petrol cure, which were Wurth products, a German brand. Somewhere along the line, Wurth was dropping the name injector cure and we decided to lunch our own brand with them. The same company that produces for Wurth, produces for us in Somkolch and our consumers are petrol stations because these are products poured into the car when one is buying fuel. We partnered with major filling stations, and started with our brand of injector cure and subsequently moved into engine flush. At the beginning, we focused on engine maintenance products, but later added engine flush. When through the grace of God, we conquered that market, we added other products like carb and choke, brake fluid, engine and brake cleaners. Other products include leather cleaners, all-purpose cleaners, furniture polish, Chamois towel, high technical material and dashboard cleaners. In supplying all diesel cure products, doors also opened to other businesses and contracts from corporate organizations and parastatals. Ten years down the line, we are here to celebrate steadfastness, staying in power, dexterity and above all, God’s divine grace on us to have weathered the storm.
What were the challenges you encountered within these years doing chains of businesses?
It has not been an easy journey, but when it is wrapped in this manner, it looks so simple, but not really so. The acceptability in the market was not easy. We had our breaking point, but continued to push. A day came, a phone call of recognition came to us, we started from there and continued to thrive. There were times our products were adulterated by other competitors and poorly presented to drive us away from the market. But God was with us and we conquered.
Most start-up SMEs do not survive for up to five years, but SOMKOLCH has beaten the odds. How does this make you feel?
After 10 years, it is time to take our business to the next level, though, it is not an easy task because it looks more of a male-dominated sector. As we turn 10, it is time to open our brands and push them to the public. A time also where a group of diverse professionals check and meet people’s need innovatively. We turned 10 exactly on August 1, but would celebrate on October 1, 2022.
What has been your stay in power as a brand?
One thing that has always guided us is excellence, quality, honesty, our word is our bond, paying attention to details, our values and above all, the special grace of God.
How has your banking experience affected your new baby – Somkolch, because it is from time-consuming sector to a new lease of life and business, how do you feel?
Honestly, I feel the banking industry is such a fantastic training ground. The bank trained me. When I eventually started my company, my staff were asking why is she walking as if she is in competition with anyone? My answer was ‘that is what I know, how to meet up with targets fast, must be enshrined towards hard work, accomplish what you need to accomplish in a day, not the next day. So, if I did not have banking training, I might not have achieved what I am doing today. It is so unfortunate that people do not want to work, but want to enjoy life at its best. People want to succeed, but do not want to put in the required sweat. No house stands on a faulty foundation, build it strong and stand on it firmly. Another goal I set for myself through my banking experience was ‘I do not mix business money and personal money. I earn salary like every other staff, pay my tax as well. When we work on commission basis, I also work and get my commission as a staff of SomKolch. The bank trained me to excel in all I do, including running the home affairs. I remember once a corporate organization sought for our expertise in renovation and re-creating some of their industry facilities across the country. We were asked to work in Maiduguri branches to create new windows, air vents, rewire and fix for better standing, my team and I were the first to finish our own contract and others were asking, Madam, how did you do it? It is my banking training; we were trained to stand strong on all challenges. At every point, I work with experts and supervise all from purchase of materials to fixing, building and constructions. Again, I do a lot of researches, put the projects together and coordinate all. Any contract we are given, we work it out.
How do you handle male admirers in the businesses you do, because you definitely would encounter such regularly?
From my experience, training and background over the years, body language and time surely tell a man if one is interested in him or not. When I went into contract businesses, the first question I asked myself was, how do men survive in this type of business; because men were also marketers in the bank. I got the answer and operate with it. Again, from the onset I named myself ‘Nwachinemelu’ (My God does it). At some point in life, parents name a child, but that child renames him or herself. The one I gave myself has truthfully guided my journey in life from school, Alliance Francie’s, to the bank and my present business. I have received this un-merited favour from God severally. My focus is work, family and taking my children where they should be in life. These three factors alone drain one emotionally, psychologically and physically. It is also a challenge for emerging businesses. It does not occur to me that success comes through sleeping with a man, no. It is not the bane and foundation of success. I got my answer and that is the personal rule I follow. When I teach my master class, I will explain more on that.
How do you finance all the projects and contracts you win because that is the first success to every business?
It is important that a contactor or business owner has a bank support; not necessarily because I came from the banking background, it has not also been so easy. What people do not understand is that the response one gets from former colleagues is as a result of how one worked with them. It has nothing to do with male or female. No, for one to ask for money and get immediately shows one’s reliability, honesty and trustworthiness.? Are you diligent and honest? All those very smart people who cut corners might think they are getting it right, but who you are sells you anywhere you go.
Do you believe women are their worst enemies especially in the banking industry where you were coming from?
I personally have been assisted by good women. I remember when I moved in the banking industry, it was a female executive director who facilitated and brought me into the banking sector after speaking with me. I told her in the interview that I wanted to be in Human Resources (HR) because of the wrong information we were fed with the Marketing Department and marketers. She said to me I am a marketer; do I look like what people say? She advised me to be a marketer, because that is the fastest way to grow in the bank. When I was about to leave that same bank for another, I took my resignation letter and my new employment letter with a new designation to her; she said to me, no; all you saw was the money which might look big to you, but the position is a no for you because I have worked with you and you are better than most managers. Honestly, all I saw was the money. She wrote me two letters to two different women in two other banks and asked me to meet with them. I walked into the first one, saw her and handed her the letter from Mrs Abiola Oloke. There and then I was interviewed and got two steps above and the third step was on my confirmation. When one hurts others, the person forgets, but the injured will not forget, the same way someone who would have done a favour would forget, but the recipient will not. I ran into her at the airport sometime, went to greet her and reminded her of her good deed, but she had forgotten. You can see why I gave myself that name ‘Nwachinemelu.’
How have you maintained tight-style after many children?
I eat healthily. It is a lifestyle for me. I told you the banking sector is a fantastic training ground. The environment shapes you. When I came into the bank, I saw my age mates looking very smart with and without children. I remember my team leader then who discovered a healthy lifestyle coach, we followed her; and the trainer kept telling us to change our mentality because it was a lifestyle. She started my journey and I came down. My breakfast today was a cup of coffee and one hard-boiled egg. My launch would be Okro soup with chicken and smoked fish, no oil and no swallow. My dinner would be pepper-soup or carrot stick because it is a lifestyle for me. I do not miss swallow and do not go near it. I only drink water and fruit juice, no alcohol at all. Then fashion wise, I put all ensembles together to give me a stylish look; even though, I love good things of life, but do not break the bank to own them.
How was growing up?
I am from Ihiala in Anambra State. My parents had eight of us (four boys and four girls) and I am number seven. Growing up was fun, enjoying and loveable. My father of blessed memory was a refined, polished, gentleman Diplomat who never joked with his coffee and oats. We lived and grew up a bit in Sierra Leone because of my father’s job. My mother who would turn 80 soon is a retired teacher and a practicing lawyer till date. I have never seen a hardworking and serial entrepreneur woman like my mother, from teaching to sewing of uniforms, manufacturing of tie and dye that she learnt from Sierra Leonian women, supplying and getting back to the classroom to become a lawyer when she is supposed to be retiring tells who she is. At all times, there were a lot of people and chores to do at home. Packing, sweeping, arranging and washing. My mother did not help matters with chores; there were times we hid in the house because our slang’ then was ‘this woman can use errand and kill someone.’ She says to us her children, age is just a number, it is never too late to do anything. All she loves to hear is success in everything one does in life.