Unleashing Success: Rymax Lubricants’ Remarkable Footprint in the African Market

In this exclusive interview, we have the privilege of delving into the remarkable journey of Rymax Lubricants in the African market with Mr. Wouter Cuppen, Managing Director of the company. From its beginnings in 1986, Rymax Lubricants, a Holland-based manufacturer, has made a substantial impact in the African market. Today, we explore how Rymax successfully entered the market, created tailored solutions for diverse industries, localized production, drove sustainability, empowered partnerships, and look at what the future holds for this dynamic company.

R ymax Lubricants recognized the untapped potential in the African market as their company rapidly grew, providing white-label lubricant dustry-tailored solutions for African businesses. “We love Africa. We love the optimistic mindset of the Africans and their capability to see opportunities in everything. We can relate to this mindset; being flexible and tailoring our services to the specific needs of our clients has always helped us grow together with our partners. By working closely with our distributors and taking an interest in their customers, we have been able to cater to a wide range of industries in Africa, including mining, agriculture, transportation, manufacturing, and the passenger car segment. African countries sometimes show double-digit growth solutions for numerous customers. With the knowledge, experience, and network they had built over the years, they decided to capitalize on the opportunities that arose in Africa. While major lubricant companies hesitated to venture into the continent, Rymax Lubricants embraced the growing economies and strategically engaged in partnerships with local distributors.

Mr. Wouter Cuppen, Managing Director, Rymax.

SOURCE | RYMAX

“Our founding fathers traveled extensively in Africa during the 80s and 90s, a period when many countries and regions remained untapped,” shares Mr. Wouter Cuppen, MD at Rymax Lubricants. “We found that the level of professionalism among the potential partners we met was high. Although not every partner was a perfect match, we built strong relationships with those who shared our goals and ambition. It quickly became clear that our vibrant orange colors, diverse product portfolio, and reputation for quality were well appreciated within our African network. Africa became a focus area for us, and with tailored marketing strategies, we experienced rapid growth. Remarkably, many of our early partners have remained with us to this day.”

Cuppen further elaborates on the significance of Rymax Lubricants’ infigures for their Gross Domestic Product (GDP). We haven’t seen this in any mature markets in for example Europe for years. This impressive growth has also pushed us to facilitate the Rymax distributors in their needs to keep up. By providing suitable custom lubricants solutions, we have helped mines operate, provided farmers with lubricants to service their equipment, supplied factories to keep operating and reduce downtime for heavy duty machines used in road building or construction” says Cuppen. He proceeds: “Don’t get me wrong, we haven’t helped economies to grow. This is something the ambitious Africans have done themselves and that they should be proud of, but we have facilitated in this growth by providing customer and industry tailored solutions. It is a greatly challenging and rewarding position to be in; to witness the success of the continent from so close by.

It motivates us just as much as it does our customers.”

When it comes to local production, Rymax Lubricants understood the importance of establishing manufacturing facilities in strategic locations. Their partnership with a valued local partner in Rwanda led to the establishment of a production plant in Kigali. The benefits of localized production and a robust supply chain are immense. Working closely with knowledgeable and experienced local partners who understand the market fosters economic growth and generates employment opportunities. Rymax Lubricants’ factory in Kigali now employs nearly 50 people and has made a significant positive impact on the local community. This valuable experience led to the exploration of similar partnerships in countries like Benin, Kenya and Nigeria.

Cuppen highlights their commitment to sustainability, stating: “We integrate sustainability into our product development, including environmentally friendly formulations, waste reduction, and community engagement programs. Our Rymax Lubricants Eco line, designed for hybrid cars and emission-reducing technologies, exemplifies this. We have also introduced new packaging made from recycled plastics, aligning with our waste reduction goals.” This showcases Rymax Lubricants’ conscientious approach to building a sustainable future. Furthermore, Cuppen adds: “We have forged partnerships with organizations such as OneTreePlanted and Adwuma Ye to support global reforestation and empower individuals and groups in Ghana. These initiatives allow us to give back to the communities we serve, extending our positive impact beyond lubricants.”

Rymax Lubricants firmly believes in the power of partnerships. They nurture long-term relationships with their local distributors, providing training, technical support, and investing in their success. Collaboration and shared achievements are at the core of their approach, leading to strengthened professional and personal relationships.

“Our partnerships are not just business transactions; they are built on trust, shared goals, and mutual benefits,” says Cuppen. “By empowering our partners, we create a win-win situation. We invest in their knowledge and provide them with the tools they need to succeed. This approach has fostered loyalty and longterm commitment from our partners, enabling us to sustain our growth and expand our presence in the African market.”

“The African customers have a rapidly evolving need for products” Wouter starts his answer to the question regarding what the future holds for Rymax Lubricants in Africa. “Where 20 years ago the demand was for SAE 50 and such, we now deliver a wide range of technically sophisticated formulations for the most modern plants and industries; while still supplying more traditional parts of the market. Also, the demand for complete lubrication solutions in industries such as sugar cane, cement, power generation and food grade are becoming significant. Part of our company is focusing on these specialty products and with success. Recently, Rymax Lubricants has introduced a complete range of food grade products, meeting many specific industry standards. This is a good example of the way our company follows a flexible approach to offer the best solutions to any market demand.” Wouter continues with an appeal to similar companies with ambitions to expand in these growing segments:

SOURCE | RYMAX

“Africa has brought us a lot of success and we feel very much at home here. We have built a strong and professional network of distributors that are equally as committed as we are to the success of Rymax Lubricants, but we are not represented in every country yet. Africa is a big continent and within the 54 countries, we are still looking for good representation in some countries. The type of partners we are looking for have experience in the lubricants industry, have a professional and strong sales and marketing team and a committed and focused management with a clear vision for future growth. With our upcoming product innovations, market strategies and commitment to continually meet the evolving needs of African customers, we are convinced that we can offer the best tailored opportunity to the right future partner!”.

In conclusion, Rymax Lubricants’ journey in the African market showcases their resilience, adaptability, and commitment to sustainable growth. With a focus on partnerships, industry-tailored solutions, local production, and sustainability, Rymax Lubricants has made an impact on African industries and communities. As they continue to innovate and expand their reach, they are poised to play a significant role in driving progress and unleashing success throughout the African continent. .