Aramex aims at DHL market

Last week saw the birth of yet another courier company in Botswana, Aramex Botswana, a Dubai-based company partnering with local courier company, Sprint Couriers, to add to the existing list of courier companies in the country amongst them, DHL International, Botswana Couriers and Logistics Company, FedEx Express, EastGate Africa Express, Pinnacle Express Couriers, Pula Couriers and Sky Net Worldwide Express.

Headquartered in Dubai in the United Arab Emirates, Aramex was established in 1982 and its management says today the company employs more than 13, 900 people in over 354 offices across 60 countries, with logistics facilities that are strategically located and technologically connected. The company has indicated that it is present in over 20 countries in Africa and Aramex Botswana will be part of this network which boasts more than 60 000 customers globally.

The partnership with Sprint Couriers will see Aramex take the international route while the former will continue to operate domestically.
With a number of courier and logistics companies already established in the country, and DHL seemingly being the most efficient and global one, Aramex Botswana will surely have to work hard to win the hearts of many who already have their preferred courier companies.

Asked what sort of competition they expect from other courier companies, especially the internationally established DHL Express, Aramex Botswana Station Manager, Kelly Ramputswa said innovation is greatly ingrained in their corporate culture. She said as a global logistics and transportation solutions company, they expect competition and through their e-commerce services they will strive to give customers the best.

She was confident that their entrance into the Botswana market would surely lead to DHL and other couriers companies losing some of their market share. “Yes, with the amazing service and innovative products that Aramex will provide, we are sure that we are going to obtain the market,” she said in response to a questionnaire from Gazette Business, noting that they are the biggest courier and logistics company in the Middle East and they are growing.

Meanwhile, Minister of Transport and Communications, Tshenolo Mabeo embraced the arrival of Aramex in Botswana during its launch last Tuesday. “Today ladies and gentlemen we embrace a positive change to Botswana’s logistics industry. We welcome Aramex into the Botswana transport and logistics market.  A company that will influence the transportation market from all directions possible,” he said.

He pointed out that there is a dire need for fresh technology, world class service, an array of new products and services that will place Botswana at par with the first world in the transportation and logistics industry, and by so doing, cascade this upliftment to other industries. “It is therefore pleasing to know that a boost in a single industry through the launch of Aramex will give a domino effect boost to the rest of the economy. Today we celebrate the much needed investment of Aramex into Botswana’s economy as a global leader in transportation and logistics meaning we will start to see changes in the activities of this sector,” he said.

Minister Mabeo further noted; “Recognising that the Botswana economy is indispensable to the realisation of national and international objectives of the transport and logistics sector, Botswana as a contracting state is committed to ensure compliance with International Chamber of Commerce Standards in accordance with the Incoterms of 2010.”