11/12/2014 

Mr. Dharmendra Parmar, Managing Director Deluxe Footwear

Ladies and Gentlemen and Invited Guests.

Bula Vinaka and a very good evening to you all.

It is my pleasure to be here today to launch Deluxe Footwear’s latest range of shoes. It is a special event as we today add the 1000th product to the Fijian Made-Buy Fijian campaign.

Deluxe Footwear’s products were first licensed in March 2013 and today 28 products, ranging from shoes, sandals and boots, proudly carry the Fijian Made logo.

The TUFF brand Safety Shoes, we are launching today, is especially important as it is an addition to their safety shoes line. The safety shoes have received Occupational, Health and Safety (OHS) certification and test certificate from Leather and Shoe Research Association (LASRA), in New Zealand.

This new line of shoes from Deluxe is an addition to Fiji’s ability to produce international standard footwear. The Textile, Clothing and Footwear (TCF) industry in Fiji is an example of a sector that has re-invented itself and re-focused its efforts on what it does best. The sector has excelled on quality, reliable services and high standards that fetch the best prices.

This, of course, has been assisted by the Fijian Government’s effort to establish Fiji as the regional hub for communications, transportation – with stable and consistent policies to create a strong manufacturing base and a vibrant economy – with highly educated and trained workforce with the Government’s free education drive.

The Fijian Made-Buy Fijian campaign, like many other pro-growth policy initiatives of the Bainimarama Government, - is for all Fijians, - to create a resilient and strong economy from within.

Ladies and Gentlemen,

Over the short 3 year history of this Fijian Government-led initiative, 216 companies have joined the campaign and 1000 products have been licensed. This is not limited to large businesses, but includes a number of small and medium enterprises. This initiative has given a platform to micro enterprises, and special recognition to handicraters.

Tomorrow, I will be participating in the Western Crafts Fair in Nadi, organized by the Fiji Arts Council, where I will be granting licenses to 78 crafters, at the same time supporting our local artisans that create authentic Fijian crafts made from local materials.

Fijian businesses have realized the importance of carrying this mark on their products – it’s a mark not just recognized locally but also our Pacific neighbours who look for the Fijian made mark on products from Fiji.

We have proven that any Fijian made product is of high quality and standards, and we are positioning ourselves to compete in the global market on quality, standards and international best practices.

Therefore, in order to continue selling your products and services you need to ensure that the quality, standards and reliability is maintained. If your product is not of the high quality and standards, people will not buy your products and it will adversely affect the branding campaign that we have. Consumers today are confident that a product carrying the Fijian made logo is of high quality.

It is your responsibility to ensure that you do not let your commercial ambitions to overtake the overall commitment to brand “Fiji”.

Having a license to use any of the Fijian made logos comes with the responsibility to ensure that the logo is not abused or used in a manner that is detrimental to the brand and ultimately to the nation.

The Ministry will take seriously any allegation of falsification of information to obtain the Fijian Made brand and any compromise by a licensed company with regards to the quality and standard that is expected of them.

Ladies and Gentlemen,

The long-term success of the ‘Fijian Made-Buy Fijian Campaign’ will be largely due to the synergies created between the public and private sector.

This partnership plays a crucial role, for example, in the development of audit processes to maintain the integrity of the Brand. Additionally, the Ministry will continue this public- private partnership in raising the level of brand marketing both in Fiji and international markets.

Ladies and Gentlemen,

Coming back to today’s launch, I wish to congratulate Mr. Parmar for the hard work that has been put in making sure that his products are of high quality and standards. Deluxe Footwear has been contributing to the Fijian economy for the past 60 years and has made a name for itself in the region, and is noted as a supplier of military boots to countries in the Pacific.

We look forward to this new line of shoes further enhancing your and Fiji’s image and the Fijian made brand in the Fiji and the region and beyond.

With those words, I have the pleasure of launching Tuff Safety Shoes.

Vinaka vakalevu and thank you very much.


END.