Dangote vs Abdul Samad: A Deep-Seeded FMCG War

Nigerian billionaires Aliko Dangote and Abdul Samad Rabiu’s rivalry has been one of the most fascinating and look out for in the business world as both men have successfully built conglomerates that dominate the FMCG (fast-moving consumer goods) sector in Nigeria.

As the richest man in Africa and the founder of the Dangote Group, Dangote Conglomerates has interests in a wide range of businesses, including cement, sugar, flour, and oil, amongst others. Rabiu on the hand, is the chairman of the BUA Group, which is another large conglomerate with interests in cement, sugar, flour, and real estate. As their rivalry is rooted in their quest for dominance in Nigeria’s cement industry, Dangote Cement leads as the largest producer, with BUA Cement following closely. The feud revolves around their battle for a competitive edge in the industry.

Both men have been investing heavily in new factories and expanding their product offerings. opened a new cement factory in Ibese, Ogun State, which is the largest cement factory in Africa, Rabiu also inaugurated the largest sugar refinery in Nigeria, located in Port Harcourt, Rivers State. Let’s look at some things that are worthy of note in the business feud between these duo.

Battle for numbers

The battle for numbers stands as a central pillar in the entrenched FMCG rivalry between Aliko Dangote and Abdul Samad Rabiu. The past year has witnessed remarkable financial milestones for both magnates, underlining their relentless pursuit of supremacy. Dangote’s net worth, currently at $10.3 billion in August 2023 came from $15.4 billion in 2016 to $8.3 billion in 2020, his fortunes experience fluctuations in loss and gains.

In contrast, Rabiu experienced rapid wealth accumulation between $1.1 billion in 2016 to a resounding comeback at $4.9 billion in April 2021 marking an extraordinary quadrupling in just six years, potentially the swiftest in recent Nigerian history. Starting from $1.6 billion in 2019, Forbes documented that Mr. Rabiu’s net worth surged to $6.9 billion by 2022 and further skyrocketed to $8.2 billion by April 2023.

While Dangote retains his crown as the wealthiest person in Nigeria and Africa, Rabiu’s ascent to the second spot in Nigeria and fourth in Africa underscores the tightening race. The relentless pursuit of numerical supremacy characterizes this FMCG clash, fueled by ambition and a decades-long rivalry. As they continue this intense duel, the ultimate victor remains shrouded in uncertainty, leaving the question tantalizingly unanswered of who will ultimately emerge victorious in this battle of numbers.

Not only about business but personal pride

The rivalry between Dangote and Rabiu goes beyond business, it’s a clash of personal pride and relentless ambition. As their competition isn’t just confined to boardrooms, it’s a battle for ego, each driven to be Nigeria’s premier entrepreneur. The objective here isn’t just financial, business success, or corporate strategies, it’s about prestige and recognition, their commitment to outdo one another, and a fierce pursuit of personal legacy, shaping a contest that spans far beyond profit margins.

However,  as much as the rivalry has been good for the Nigerian economy, it has forced both men to invest and innovate.

Price wars and legal clashes

Price wars and legal clashes have been defining aspects of the deep-seated FMCG rivalry between Dangote and Abdul Samad. Leveraging market dominance, Dangote Group tactically wielded pricing as a competitive weapon, attempting to undermine rivals like BUA Cement. Rabiu’s response, however, was strategic, he concentrated on fulfilling the demands of underserved Northern markets, earning BUA the moniker ‘King of the North.’

The rivalry escalated under President Olusegun Obasanjo’s tenure, with accusations of favoritism favoring Dangote. While success factors included government policies and execution, allegations of preferential treatment in foreign exchange access and tax arrangements were levied, causing tensions. 

The feud reached a pinnacle with a legal showdown over mining rights in Obu-Okpella, underscoring the high-stakes nature of their competition. As both magnates vie for supremacy, these price battles and legal conflicts shape the narrative of their enduring FMCG war.