Africa Made It Launches ‘Power, Protect and Purchase’ Campaign to Unlock USD 34 Billion in Annual GDP
The initiative targets Africa's cotton-to-garment value chain through local manufacturing, competitive energy access and trade policy reforms, with a proposed USD 1.8 billion investment in critical industrial infrastructure.
Africa Made It has launched its “Power, Protect and Purchase” campaign at the CANEX weekend in Lagos, Nigeria, on November 5, 2026. The initiative aims to strengthen Africa's textile and garment manufacturing capabilities by shifting from raw cotton exports towards domestic processing and locally manufactured apparel.
According to research by Africa Practice, Africa exports up to 98% of its raw cotton overseas while capturing only 2% of its total value. The campaign aims to address this imbalance and unlock an estimated USD 34 billion in annual GDP contribution.
Three Pillars to Strengthen Africa's Textile and Garment Industry
The campaign focuses on three interconnected priorities designed to retain more economic value within the African continent.
- Power: Securing competitive energy supplies for local industrial mills and manufacturing facilities.
- Protect: Introducing policy measures to protect emerging domestic manufacturers from unfair foreign imports.
- Purchase: Encouraging African consumers to buy apparel manufactured within the continent.
Africa Made It is driven by a consortium of pan-African organisations, advocacy groups and media organisations working to position Africa as a global investment hub. Its flagship campaign focuses on developing the fibre-to-fashion value chain as a pathway towards industrialisation.
Africa's Cotton Exports Highlight the Need for Local Processing
Research by Africa Practice indicates that Africa exports up to 98% of its raw cotton overseas, retaining only 2% of its total value. The continent also faces an annual trade deficit of USD 35 billion.
The campaign proposes expanding domestic capabilities in spinning, weaving and garment manufacturing using locally produced cotton. According to the research, developing these activities could:
- Support nearly two million permanent industrial jobs.
- Generate approximately USD 33 billion annually in direct household income.
- Contribute an estimated USD 34 billion annually to the continent's GDP.
The proposed development of domestic processing capacity is intended to strengthen local manufacturing and retain more value from cotton production within African economies.
Employment Opportunities and Rural Economic Development
The initiative also highlights the potential economic and social impact of expanding the textile and garment manufacturing sector.
Industrial wages and increased purchases of locally produced cotton lint could support greater capital circulation in rural communities, contributing to local economic activity and rural poverty reduction.
The campaign also identifies opportunities to expand formal employment for women. Women currently account for between 70% and 90% of garment factory workers across the continent.
USD 1.8 Billion Investment Proposed for Industrial Transformation
Africa Made It identifies targeted investments, supportive trade policies and consumer mobilisation as essential requirements for developing the continent's fibre-to-fashion value chain.
A proposed USD 1.8 billion capital allocation would support critical structural enablers needed to strengthen garment manufacturing and address gaps in the value chain.
The investment is positioned as a foundation for expanding local processing, manufacturing infrastructure and industrial capacity.
Africa Made It Highlights the Importance of Local Manufacturing
Marie Wilke, Editor-in-Chief of Africa Made It magazine, said:
"African culture, design, and storytelling influence global fashion, music, and media like never before. Yet, without domestic manufacturing infrastructure, Africa’s creative authority yields very little economic return. Linking raw cotton harvest directly to local processing ensures that the intellectual property, commercial margins, and industrial jobs remain on the continent. It is time to wear our power."
The campaign aims to connect Africa's cotton production with domestic textile processing and garment manufacturing, strengthening the economic contribution of the continent's fibre-to-fashion industry.