Our mission is to enrich people’s lives by creating and sharing abundance, based on the pillars of Love, Integrity and Faith in God.

Our Business Philosophy
Mindful of our Purpose, and in pursuit of our Vision, we will operate in accordance with the following principles:

Our Value System
We will run our business in an ethical manner, dealing fairly and respectfully with our consumers, customers, suppliers, employees, environment and the broader community in which we operate.
We will strive to always maintain a healthy balance between entrepreneurialism and professionalism.
Decisions should be guided by what is in the company’s best interests over the long term, rather than the pursuit of unsustainable short-term benefits.

Our Management Approach
We believe that sustainable growth is dependent on continuous renewal of all aspects of the business. This is best achieved by harnessing the collective genius of all employees, thereby unleashing their full creative potential.
We encourage and nurture effective leadership at all levels, and believe in delegating decision-making to the lowest level at which sound and well-balanced decisions can be made.
The role of the Board is to formulate policy, approve the strategic recommendations of management, and allocate the necessary resources to enable management to implement the approved strategies.

Our Consumers
Are people who are interested in improving their lifestyle through health, beauty and home care products.
We must have a profound understanding of their lifestyle needs and aspirations, and be able to provide them with innovative products that offer superior benefits to competitor products.

Our Customers
Are the owners or managers of the distribution channels through which health, beauty and home care products are made available to consumers.
Are our business partners, and our relationship with them must be based on mutual trust and respect.
Their orders must be serviced accurately and timeously, and queries must be resolved promptly and efficiently.

Our Brands
Are our most enduring assets, and must be nurtured and cherished accordingly.
Focussed support levels must be provided in order to build megabrands that are known and respected in our target markets, and that command top-of-mind awareness.

Our Products
Must satisfy the health, beauty and home care needs of consumers.
Must be innovative, offering consumers clear, unique and relevant benefits versus competing products.
Must always offer exceptional value, irrespective of the price at which they are sold.
Must be produced at the lowest possible cost, making use of world class manufacturing technology, whether produced in-house or outsourced.
Must be subjected to world-class quality assurance processes, so that consumers can be confident of receiving a totally consistent and reliable end product, time after time.
Must be continually re-engineered and improved to be in tune with the changing needs and aspirations of consumers.

Our Suppliers
Must be selected on the basis of their ability to provide products and services of a high and consistent quality.
Must have the opportunity of developing a long term, mutually beneficial business relationship with Amka, provided their quality remains consistent and their prices competitive.
Must add value by submitting innovative ideas and keeping us abreast of international trends.

Our Shareholders
By consistently conducting our business in the manner described in our Business Philosophy, we are confident that our shareholders will, over the long term, enjoy a sustained return on investment well above the norm in our industry worldwide.

Our Employees
Must represent the best talent available in our industry.
Must be customer focused and passionate about their work. They must be committed to “going the extra mile” to delight both customers and consumers, irrespective of their job responsibilities.
Must be team players, who are part of a winning “family” at Amka.