President of the Dangote Group, Aliko Dangote, has said recognising and rewarding customers goes beyond relationship management and represents a strategic decision that drives sustainable growth.
Dangote made the remarks in Abuja at the 2025 Customers Dinner and Awards Night organised by NASCON Allied Industries Plc, popularly known as Dangote Salt, where 50 outstanding distributors and trade partners were honoured for their loyalty and performance.
“Recognizing customers is not just good relationship management – it is good business,” Dangote said, stressing that celebrating customers reinforces a culture where service excellence is treated as a core value rather than a slogan.
Future Investments Must Reflect Market Reality
Dangote disclosed that the company would continue to invest in brand equity, supply chain efficiency, sustainability, and digital capabilities. However, he emphasised that such investments must align with customer realities in the marketplace.
“These investments only create value when they are aligned with customer realities. Your continued engagement and feedback remain critical,” he said.
He added that the awards night reflects the group’s ambition to operate as a world-class consumer goods company built on strong partnerships.
Board, Management Emphasise Strategic Role of Customers
Board Chairman of NASCON and Vice President of the Dangote Group, Olakunle Alake, said that while the company remains accountable to shareholders and regulators as a publicly listed firm, its true performance is ultimately determined in the market.
“Market performance depends on customers who believe in our brands,” he said, describing customer service as a strategic business asset.
Newly appointed Group Executive Director of Dangote Refinery and Petrochemicals, Fatima Aliko Dangote, thanked customers for their loyalty, noting that their growth is inseparable from the company’s success.
Similarly, Mariya Aliko Dangote, Group Executive Director, Commercial (Cement and Foods) at Dangote Industries Limited, said she had quickly realised that sustainable business success is built in the marketplace through strong customer partnerships.
Top Distributors Honoured
Managing Director of NASCON, Aderemi Saka, explained that the awards were designed to appreciate customers whose contributions have strengthened the company’s market leadership.
Speaking on behalf of the award recipients, Ali Balarabe, who received a 20-ton truck and cash credit, praised the company’s dedication to rewarding loyalty and pledged continued support for its brands.
Other awardees included Ibrahim Achida, Muabsa Integrated Services, Fanisau Enterprises, Idris Saleh Nigeria Limited, Sani Adamu, and GIA Global Concept.
The event underscored the Dangote Group’s position that long-term corporate growth is deeply tied to the strength, prosperity, and trust of its customer network.