BUA Cement’s Attempt to Reduce Cement Prices to N3,500 Per Bag Thwarted by Dealers’ Actions, Says Chairman AbdulSamad Rabiu.

“BUA Cement’s Price-Cut Plan Undermined by Dealers Selling at Double the Cost, Says Chairman Rabiu”
AbdulSamad Rabiu, the Chairman of BUA Cement, has revealed the challenges his company faced in its attempt to reduce cement prices to N3,500 per bag. During the company’s 8th Annual General Meeting held in Abuja yesterday, Rabiu explained how BUA Cement’s efforts to make cement more affordable for Nigerians were undermined by the actions of cement dealers.
Rabiu detailed that BUA Cement had initially sold over a million tons of cement to dealers at the reduced price of N3,500 per bag, with the intention that these cost savings would be passed on to the end-users, ultimately making construction materials more affordable for the average Nigerian. However, this strategy did not yield the intended results, as many dealers took advantage of the situation, selling each bag at exorbitant prices ranging from N7,000 to N8,000.
The BUA Cement Chairman expressed his disappointment, noting that the company had no control over the pricing decisions made by dealers in the open market. He emphasized that BUA Cement’s goal was to benefit the consumers and not to inadvertently enrich dealers. “So, a lot of the dealers took advantage of that policy. Rather than pass the low prices to the customers, they were selling at even double the price we sold to them,” Rabiu stated.
The situation became even more untenable when Nigeria faced economic challenges, including the devaluation of the Naira and the removal of the fuel subsidy. These factors made it increasingly difficult for BUA Cement to continue its price reduction policy. Rabiu highlighted that the rapid depreciation of the Naira, which saw the exchange rate skyrocket from approximately N600 to N1,800 per US Dollar, significantly impacted the company’s ability to maintain the lower price point.
“We wanted that price to stay at that level, but dealers refused,” Rabiu lamented. “So, we could not sustain that simply because we did not want to be in a situation where we are subsidizing dealers.”
The Chairman’s remarks shed light on the complexities of regulating prices in the Nigerian market, where external economic factors and the actions of intermediaries can drastically alter the intended outcomes of corporate policies. Despite BUA Cement’s best efforts to alleviate the financial burden on consumers, the market dynamics and the profit-driven motives of some dealers made it impossible to achieve the company’s goal of providing affordable cement to Nigerians.
Rabiu’s statements have sparked discussions on the need for better regulatory mechanisms in the Nigerian cement industry to ensure that manufacturers’ intentions to lower prices are not thwarted by intermediaries seeking to maximize profits at the expense of consumers.
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