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From Okey Sampson, Umuahia
The Igbo Apprenticeship System (IAS), popularly known as Nwaboi or Igba Boi, is an informal business practice where established entrepreneurs mentor young people over a period of time, ranging from five to seven years, in exchange for services rendered.
Upon completion of the stipulated period of service, the master provides the apprentice with capital to start his own business. This unique practice, which sets the Igbo apart and blosters their economy and engenders unity as well as love, is presently on the decline.
To put life back into the Nwaboi practice in Igboland, Life Lager beer is coming up with a campaign known as Nwaboi Experience.
Speaking on the strength of the campaign in Aba, Abia State, corporate affairs manager, South, Nigeria Brewery Plc, Ekele Eze, said it was part of efforts to strengthen Life Lager’s cultural connection in the South East, describing the Nwaboi spirit as a powerful symbol of resilience, ambition and the Igbo apprenticeship tradition that has shaped generations of entrepreneurs across the region.
“Nwaboi represents more than a stage in the journey; it reflects discipline, loyalty, learning and the determination to grow into leadership and success. From the markets of Aba to business hubs across Nigeria and beyond, the Nwaboi system continues to drive economic empowerment, community development and cultural pride.
“By celebrating this tradition, Life Lager aligns with the aspiration of raising beer merchants of the future, empowering the next generation of business leaders who will continue to grow the trade, strengthen community ties and uphold the values of trust, partnership and shared prosperity”, Eze said.
He added that the Nwaboi tradition represented a proven model of empowerment built on mentorship, trust and enterprise, stressing that at a time when young people are seeking opportunity and direction, highlighting this pathway reinforces values of discipline, learning and ambition that continue to shape the economic strength of the South East.
On why Life Lager is putting up a campaign to strengthen the Nwaboi practice, senior brand manager, NB Plc, Chima Dims, said, “Life is more than just living. For the Igbo man, each new day is an opportunity to turn dreams into business and every milestone achieved is meant to be enjoyed and shared.
“The Nwa Boi system reflects this journey of growth, patience, resilience and eventual success. The inspiration comes from recognising a cultural pathway that has consistently produced entrepreneurs and strengthened communities. Life Lager identifies with this spirit of progress, celebrating the steps taken today, that lead to greater achievements tomorrow, while supporting and raising beer merchants of the future.”
On how the campaign will produce future beer merchants, Regional Manager, NB Plc, Anyanwu Kingsley, opined that since the apprenticeship system teaches young entrepreneurs the fundamentals of trade, customer relationships, consistency, and long term thinking, the Life brand will pick about 30 youths during the campaign, train and give them support to stand on their own.
“By celebrating this tradition, Life Lager aligns with the aspiration of raising beer merchants of the future, empowering the next generation of business leaders who will continue to grow the trade, strengthen community ties, and uphold the values of trust, partnership, and shared prosperity.
“Through this narrative, Life Lager honours the mindset of progress, the importance of mentorship, and the enduring spirit that continues to shape the South East story.”
He urged mentors and Nwaboi, who will benefit from the campaign, to keep building, learning, and sharing success, stressing that every milestone achieved contributes to a stronger community and a more prosperous future.
He said Life Lager is proud to celebrate the journey and the spirit that continues to shape the South East.
