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Nielsen Reveals Stabilising Prospects in Africa

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map of africa

Africa’s markets are never quite what they seem as revealed by the latest Nielsen Africa Prospect Indicator (APi) which shows that amidst relentless change, country prospects are stabilising on the continent. This is evidenced by the fact that only two markets changed position on the latest APi ranking update, with Kenya remaining in top position, followed by Cote d’Ivoire.

According to the latest results Nielsen Executive Director Intelligence Global Markets Ailsa Wingfield comments; “Looking at the broader macro prospects, it is clear that Sub-Saharan Africa’s momentum will take longer than expected to flourish, with the initial 3.3% SSA GDP forecast for 2019, downgraded to 2.8%. With this slower growth comes subdued advances in consumer prosperity and demand, and business growth will need to be boosted in non-commodity dependent countries, which provide nuggets of opportunity.”

COUNTRY PERFORMANCE – Strength in Stability

When drilling down to individual country performance, it becomes clear that top performer Kenya, is characterised by strong economic and consumer prospects, however, its business and retail prospects have deteriorated and GDP growth rates are lower with the economy losing steam in Quarter 1, 2019.

Second ranked Cote d’Ivoire’s greatest challenge is its consumer potential which weakened further in the latest quarter. Only 17% of Ivorian retailers feel that consumer spend is increasing and just 15% think that consumers are increasingly willing to try new products.

Tanzania remains steady in third place on the APi ranking with improved retail prospects although these are countered by a weaker business outlook due to restrictive investment regulations and policies.

Ghana in fourth position is forecast by the International Monetary Fund (IMF) as having one of the fastest growing economies in the world. Companies share this positive outlook, rating Ghana as Africa’s second best business prospect, with improved growth expectations. Ghanaian consumer prospects have also increased significantly, with 36% of retailers of the opinion that consumer spend is increasing, compared to only 11% a year ago.

Nigeria retains fifth place which represents its best level in the last three years, and its economic recovery is set to gain further momentum in 2019, with business prospects improving in parallel.

BUSINESS PROSPECTS – Moderate Expectations

Looking at how businesses rate country growth prospects, the SSA average is moderate for the year ahead, and has remained unchanged for four consecutive quarters. Ethiopia leads the country growth expectation list followed by Ghana, Kenya, Uganda, Cote d’Ivoire and Nigeria, all ahead of the SSA average. While only six markets are regarded as having a ‘good’ growth outlook, businesses back their own growth options more highly. Own business growth expectations exceed country growth expectations in two thirds (12) of Africa’s markets.

Nigeria and South Africa show the biggest discrepancy between country and own growth outlook, where own growth expectations are markedly stronger. Companies maintain a strong conviction that these two core markets remain crucial to success and that growth is achievable despite adverse macro factors.

CONSUMER PROSPECTS – Fragmented Potential

Africa’s consumers are marked by disparate spending intentions and purchasing pressure points. For example, Ivoirians pay 33% more than Nigerians for a common basket of goods and only 15% of Ivoirians are more willing to try products, compared to 44% of Nigerians, despite a GDP per capita of 1.6 times higher than Nigerians. Ivoirians’ purchase decisions are however not primarily based on price. They are firmly entrenched in familiarity and trust, with 84% of consumers saying they choose products with this in mind. For this reason, brand propositions must establish awareness and confidence to gain users and grow spend, not merely provide cheaper alternatives.

In Nigeria, despite higher inflation and lower incomes, consumers are adventurous when it comes to experimenting with new products which provides a window of opportunity to reach and resonate with consumers based on their more positive spending intentions.

This shows that cash constrained consumers don’t only need better price points or are risk averse, but also want value and quality assurances from those they have confidence in. Brand, marketing and retail initiatives will therefore demand very different strategies in different countries.

RETAIL PROSPECTS – Pockets of Opportunity

Overall, the retailer growth outlook is the most favourable it has been in three years, with Tanzania, Cote d’Ivoire, South Africa and Uganda ahead of the average. That said, the ease of doing business remains challenging. Manufacturers therefore need to work with retailers to bolster sales through optimal stock supply, relevant product portfolios, favourable pricing points and beneficial trading terms.

Smaller players are providing formidable competition on this front in the prolific informal channels. As a result, the top 10 manufacturers account for approximately 55% of sales in Kenya, Nigeria, Ghana and Cameroon but are growing at less than 5% per annum, while smaller manufacturers are growing ahead of 15%.

Wingfield adds; “With temperate growth, business expectations are centred on core countries for success, but now more than ever, strategies need to be flexible, adaptable and focused on consumers.”

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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TikTok Signs Deal to Avoid US Ban

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Forex Advice on TikTok

By Adedapo Adesanya

Social media platform, TikTok’s Chinese owner ByteDance has signed binding agreements with United States and global investors to operate its business in America.

Half of the joint venture will be owned by a group of investors, including Oracle, Silver Lake and the Emirati investment firm MGX, according to a memo sent by chief executive, Mr Shou Zi Chew.

The deal, which is set to close on January 22, 2026 would end years of efforts by the US government to force ByteDance to sell its US operations over national security concerns.

It is in line with a deal unveiled in September, when US President Donald Trump delayed the enforcement of a law that would ban the app unless it was sold.

In the memo, TikTok said the deal will enable “over 170 million Americans to continue discovering a world of endless possibilities as part of a vital global community”.

Under the agreement, ByteDance will retain 19.9 per cent of the business, while Oracle, Silver Lake and Abu Dhabi-based MGX will hold 15 per cent each.

Another 30.1 per cent will be held by affiliates of existing ByteDance investors, according to the memo.

The White House previously said that Oracle, which was co-founded by President Trump’s supporter Larry Ellison, will license TikTok’s recommendation algorithm as part of the deal.

The deal comes after a series of delays.

Business Post reported in April 2024 that the administration of President Joe Biden passed a law to ban the app over national security concerns, unless it was sold.

The law was set to go into effect on January 20, 2025 but was pushed back multiple times by President Trump, while his administration worked out a deal to transfer ownership.

President Trump said in September that he had spoken on the phone to China’s President Xi Jinping, who he said had given the deal the go ahead.

The platform’s future remained unclear after the leaders met face to face in October.

The app’s fate was clouded by ongoing tensions between the two nations on trade and other matters.

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United States, Russia Resolving Trade Issues, Seeking New Business Opportunities

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Kirill Dmitriev, CEO (RDIF) and Russian Presidents Special Envoy to United States

By Kestér Kenn Klomegâh

Despite the complexities posed by Russia-Ukraine crisis, United States has been taking conscious steps to improve commercial relations with Russia. Unsurprisingly, Russia, on the other hand, is also moving to restore and normalise its diplomacy, negotiating for direct connections of air-routes and passionate permission to return its diplomats back to Washington and New York.

In the latest developments, Kirill Dmitriev, Chief Executive Officer of the Russian Direct Investment Fund (RDIF), has been appointed as Russian President’s Special Envoy to United States. This marked an important milestone towards raising bilateral investment and economic cooperation. Russian President Vladimir Putin tasked him to exclusively promote business dialogue between the two countries, and further to negotiate for the return of U.S. business enterprises. According to authentic reports, United States businesses lost $300+ bn during this Russia-Ukraine crisis, while Russia’s estimated 1,500 diplomats were asked to return to Moscow.

Strategically in late November 2025, the American Chamber of Commerce in Russia (AmCham) has awarded Kirill Dmitriev, praised him for calculated efforts in promoting positive dialogue between the United States and Russia within the framework decreed by President Vladimir Putin. Chief Executive Officer of Russian Direct Investment Fund (RDIF) Kirill Dmitriev is the Special Representative of the Russian President for Economic Cooperation with Foreign Countries. Since his appointment, his primary focus has been on United States.

“Received an American Chamber of Commerce award ‘For leadership in fostering the US-Russia dialogue,’” Dmitriev wrote on his X page, in late November, 2025. According to Dmitriev, more than 150 US companies are currently operating in Russia, with more than 70% of them being present on the Russian market for over 25 years.

In addition, Chamber President Sergey Katyrin and American Chamber of Commerce in Russia (AmCham) President Robert Agee have also been discussing alternatives pathways to raise bilateral business cooperation. Both have held series of meetings throughout this year, indicating the the importance of sustaining relations as previously. Expectedly, the Roscongress Foundation has been offered its platforms during St. Petersburg International Economic (SPIEF) for the American Chamber of Commerce (AmCham).

On December 9, Sergey Katyrin and Robert Agee noted that, despite existing problems and non-economic obstacles, the business communities of Russia and the United States proceed from the necessity of maintaining professional dialogue. Despite the worsening geopolitical conditions, Sergey Katyrin and Robert Agee noted the importance of preserving stable channels of trade and pragmatic prospects for economic cooperation. These will further serve as a stabilizing factor and an instrument for building mutual trust at the level of business circles, industry associations, and the expert community.

The American Chamber of Commerce (AmCham) will be working in the system of the Chamber of Commerce and Industry (CCI) in the Russian Federation, which currently comprises 57,000 legal entities, 130 regional chambers and a combined network of representative offices covering more than 350 points of presence.

According to reports obtained by this article author from the AmCham, promising sectors for Russian-American economic cooperation include healthcare and the medical industry, civil aviation, communications/telecom, natural resource extraction, and energy/energy equipment. The United States and Russia have, more or less, agreed to continue coordinating their work to facilitate the formation of a more favorable environment for Russian and American businesses, reduce risks, and strengthen business ties. Following the American-Russian Dialogue, a joint statement and working documents were adopted.

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Reviewing the Dynamics of Indian–Russian Business Partnership

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Sammy Kotwani Indian Business Association Indian–Russian Business Partnership

By Kestér Kenn Klomegâh

The Executive President of the Indian Business Alliance (IBA), Sammy Manoj Kotwani, discusses the landmark moment in deepening Russian-Indian collaboration. Kotwani explains the groundbreaking insights into President Vladimir Putin’s working visit to India, the emerging opportunities and pathways for future cooperation, especially for the two-sided economic collaboration. Follow Sammy Manoj Kotwani’s discussions here:

Interpretation of the latest development in Russian-Indian relations

From my viewpoint in Moscow, this visit has effectively opened a new operational chapter in what has always been described as a “Special and Privileged Strategic Partnership.” It did not just reaffirm political goodwill; it translated that goodwill into a structured economic roadmap through Programme 2030, a clear target to take bilateral trade to around USD 100 billion by 2030, and concrete sectoral priorities: energy, nuclear cooperation, critical minerals, manufacturing, connectivity, fertilizers, and labour mobility.

On the ground, the business community reads this summit as a strong signal that India and Russia are doubling down on strategic autonomy in a multipolar world order. Both sides are trying to de-risk their supply chains and payment systems from over-dependence on any single centre of power. This is visible in the focus on national currencies, alternative payment mechanisms, and efforts to stabilise Rupee–Ruble trade, alongside discussions on a Free Trade Agreement with the Eurasian Economic Union and the reinforcement of corridors like the INSTC and the Chennai–Vladivostok route.

In short, my interpretation is that this summit has moved the relationship from “politically excellent but structurally imbalanced” towards a more diversified, long-term economic framework in which companies are expected to co-produce, co-innovate, and invest, not just trade opportunistically.

Significance of the visit for Indian business in Russia and for the Indian Business Alliance (IBA)

For Indian business operating in the Russian Federation, the visit has three immediate effects: confidence, clarity, and continuity. Confidence, because Indian entrepreneurs now see that despite external pressure, New Delhi and Moscow have explicitly committed to deepening economic engagement—especially in energy, fertilizers, defence co-production, nuclear, and critical minerals—rather than quietly scaling it back.

Clarity, because the summit outcomes spell out where the real opportunities lie:

Energy & Petrochemicals: Long-term crude and LNG supply, but also downstream opportunities in refining, petrochemicals, and logistics, where Indian EPC and service companies can participate.

Pharmaceuticals & Medical Devices: Russia’s import substitution drive makes high-quality Indian generics, formulations, and even localized manufacturing extremely relevant.

IT, Digital & AI: There is growing appetite in Russia for Indian IT services, cybersecurity, and digital solutions that are not dependent on Western tech stacks.

Fertilizers, Agro & Food Processing: New joint ventures in fertilizers and agriculture supply chains were explicitly flagged during and around the summit, which is important for both food security and farm incomes.

Continuity, because the Programme 2030 framework and the expected EAEU FTA give businesses a medium-term policy horizon. Tariff reductions, improved market access and predictable regulation are precisely what Indian SMEs and mid-sized companies need to justify long-term investments in Russia.

For the Indian Business Alliance (IBA), this inevitably means more work and more responsibility. We already see increased incoming requests from Indian firms—from large listed companies to first-time exporters—asking very practical questions: Which Russian region should we enter? How do we navigate compliance under the sanctions environment? Which banks are still handling Rupee–Ruble or third-currency settlements? How can we structure joint ventures to align with Russia’s import substitution goals while protecting IP and governance standards?

IBA’s role, therefore, becomes that of economic diplomacy in action: translating high-level summit language into actual B2B meetings, sectoral delegations, regional partnerships, and deal-making platforms such as the India–Russia Business Dialogue in Moscow. This visit will undoubtedly stimulate and intensify IBA’s work as a bridge between the two ecosystems.

India’s current economic presence in the Russian Federation

If we look beyond the headline trade figures, India’s economic presence in Russia today is significant, but not yet commensurate with its potential. Bilateral trade has grown sharply since 2022, largely on the back of discounted Russian oil and coal, making India one of Russia’s top energy customers.  However, the structure is still heavily skewed: Russian exports to India dominate, while Indian exports and investments in Russia remain relatively modest and under-diversified.

On the ground in Moscow and across the regions, we see several strong Indian footholds:

Pharmaceuticals: Indian pharma is well-established, respected for its affordability and quality, and poised to deepen localization in line with Russian import substitution policy.

Tea, Coffee, Spices & Food: Traditional segments with deep historical roots, now expanding into ready-to-eat, wellness, and ethnic food categories.

IT & Services: Still under-represented, but with growing interest as Russian entities look for non-Western software, integration, and outsourcing partners.

Diamonds, Textiles, Apparel, and Light Engineering: Present but fragmented, with enormous room to scale, especially if logistics and payment challenges are addressed.

Where India is still behind is on-the-ground investment and manufacturing presence compared to countries like China. Russian policymakers today are clearly favouring investors who help them achieve technological sovereignty and local value addition. For serious Indian companies willing to commit capital, adapt to Russian standards, and accept the complexities of the current environment, this is a period of unusual opportunity. For purely transactional players looking for quick arbitrage, it is becoming progressively harder.

So, I would characterise India’s economic presence as: strategically important, quickly growing in value, but still under-leveraged in terms of depth, diversification, and localization.

Geopolitical pressure from Washington and future predictions

Pressure from Washington—through sanctions, secondary sanctions risk, financial restrictions, and now even tariff measures linked to India’s energy purchases from Russia—is undoubtedly a real and continuing challenge.  It affects everything from shipping insurance and dollar transactions to technology transfers and the risk appetite of global banks. In practical terms, it can complicate even a simple India–Russia trade deal if it touches a sanctioned bank, vessel, or technology.

However, my own assessment, based on 35 years of living and working in Russia, is that this pressure will not fundamentally derail India–Russia friendship, but it will reshape how the relationship functions. India’s foreign policy is anchored in strategic autonomy; it seeks strong ties with the United States and Europe, but not at the cost of abandoning a time-tested partner like Russia. Russia, for its part, sees India as a crucial Asian pole in an emerging multipolar world order and as a long-term market, technology partner, and political counterpart in forums like BRICS, SCO, and the G20.

Looking ahead, I see a few clear trends:

Normalization of alternative payment and logistics systems

We will see more institutionalised use of national currencies, alternative messaging systems, regional banks outside the direct sanctions line, and maybe even digital currencies for specific corridors. Rupee–Ruble trade mechanisms that are today seen as “workarounds” will gradually become part of the normal infrastructure of bilateral commerce.

Shift from pure trade to co-production and joint innovation

To reduce vulnerability to sanctions, both sides will push for manufacturing in India and Russia rather than simple exports: defence co-development, localized pharma and medical devices, high-tech and AI collaborations, and joint ventures in critical minerals and clean energy.

Greater role for regions and business associations

Regional governments in Russia (Far East, Arctic regions, industrial hubs) and Indian states will increasingly drive project-level cooperation, supported by platforms like IBA. This “bottom-up” economic diplomacy will make the relationship more resilient than if it relied only on central governments.

Managed balancing by India

India will continue to deepen technology and investment ties with the West while maintaining energy, defence and strategic cooperation with Russia. The challenge will be to manage U.S. and EU expectations without compromising its core national interests. My prediction is that India will stay firm on this course of balanced engagement, even if it means occasional friction with Washington.

In essence, external pressure may complicate the methods of Indo-Russian cooperation, but it is unlikely to overturn the foundations of trust, mutual interest, and long-term complementarity that have been built over decades.

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