How Sahara Group Outsmarted Bias: Tonye Cole Reveals Why the Firm Adopted a Foreign Identity to Break Nigeria’s ‘Colonial Mentality’

How Sahara Group Outsmarted Bias: Tonye Cole Reveals Why the Firm Adopted a Foreign Identity to Break Nigeria’s ‘Colonial Mentality’

Sahara Group co founder Tonye Cole has revealed that the company deliberately adopted a foreign corporate identity and even created the impression of having a British representative during its early years to overcome what he described as Nigeria’s entrenched “colonial mentality” and widespread skepticism toward young indigenous entrepreneurs.

Speaking about the company’s formative years, Cole explained that Sahara Group faced significant barriers in securing business opportunities because it was founded by young Nigerians at a time when the oil and gas industry was largely dominated by foreign firms. According to him, many potential clients and business partners were more willing to trust foreign companies than locally owned enterprises, regardless of competence or capability.

Cole said the strategy was not intended to deceive stakeholders but to navigate a business environment where foreign brands were often perceived as more credible than indigenous businesses. He argued that the move reflected the deep-rooted effects of colonial-era thinking, where international companies were frequently viewed as more reliable than Nigerian-owned firms.

The entrepreneur noted that Sahara Group eventually abandoned the approach as it established its reputation through consistent performance, professionalism, and successful delivery of projects. Today, the company has grown into one of Africa’s leading energy and infrastructure conglomerates with operations spanning multiple countries across Africa, Europe, Asia, and the Middle East.

Cole has consistently advocated for greater confidence in African businesses and locally developed solutions. In previous interviews, he argued that African economies should prioritize indigenous innovation and cross-border collaboration instead of relying excessively on imported ideas and foreign expertise. He has maintained that Nigeria and other African countries possess the talent and entrepreneurial capacity needed to compete globally when given equal opportunities.

His latest remarks have reignited discussions on the lingering influence of colonial era perceptions in African business environments, particularly the challenges indigenous startups face in earning trust, attracting investment, and competing with international firms despite possessing comparable expertise.