Rocky Brands is an emerging South African business, pursuing a mission to deliver superior cleaning solutions while upholding the values of social responsibility and sustainability. Established from humble beginnings, the company has grown into a thriving enterprise with a vision of transforming its sector in South Africa and beyond.
“We believe in leading innovation on the African continent. We are 100% Black, proudly South-African owned, with BEE Level 1 status and 70% female employment,” says Rishav Juglall, the company founder and Managing Director.
Speaking about the beginnings, he recalls that the story of Rocky Brands began in 2011 when he, as a young entrepreneur in his early twenties, started the business from a double garage. Educated in Marketing and Economics at South African and UK universities, he identified a gap in the local market for high-quality cleaning products, and Rocky Brands was born. Soon the company became the sole distributors for Weiman products in the country, and managed to secure major retail clients, including Walmart’s South African subsidiary, Massmart.
From zero to the best supplier
“At the age of 22, I became the youngest supplier to Massmart,” he recalls, noting that over the years, Rocky Brands has expanded its reach and diversified its product lines. His rapid business success won him nationwide recognition, and he placed second out of 5,500 applicants in the National Entrepreneur competition.
“That was a good thing. First place gets complacent, second place stays hungry,” he says, adding that that motivation helped him to win further entrepreneur competitions over the years, and to secure significant business funding.
Looking back, he says that the company’s early success stemmed from correctly identifying what was missing from the marker and what was needed – superior cleaning products. In 2016, Rocky Brands began manufacturing locally, and currently, approximately 80-90% of its products are produced in-house. “This shift to local production not only supports the South African economy but also gives us greater control over the quality and sustainability of its offerings.”
In 2022, the company won the Pick n Pay’s Business Supplier of the Year Award and began to supply House & Home stores countrywide. “2023 was our biggest year ever – we moved into our 3500 sq. m. mega factory in Johannesburg, concluded funding worth 1 million euros, and won our biggest customer ever, Woolworth,” says Juglall. “Now we are en route to become ISO-9001 certified, which is going to open new markets beyond South Africa.”
Challenge as opportunity
Today, Rocky Brands has grown into a multi-site operation with facilities in Johannesburg, Cape Town, and Durban, employing 42 staff. The company has a youthful and dynamic team, with most employees under the age of 40. Herman Singh, a well-seasoned chemist and one of the company’s newest members has been at the forefront of innovation and has been driving the sustainability cause in South Africa. This youthful energy, combined with a commitment to excellence, drives Rocky Brands’ mission to innovate and make a difference.
Of course, the journey has not been without obstacles and the South African market environment also poses significant challenges. However, this has not hindered Juglall in pursuing his dream. “We believe that every problem is a brilliantly disguised opportunity, and have our eyes firmly set on our mission to deliver cleaning solutions of superior quality that are designed to provide a clean and hygienic environment.”
“We deliver innovative products and technologies in an ethical and professional manner, and we strive to make a meaningful impact on the lives of our customers and the broader community,” he says. “Our vision is quite simple – to be the leading cleaning solutions provider and to create a better everyday life.”
“We are energetic and purpose driven. We spot trends in the market and we go after them,” he affirms, noting that the company now has 27 products in its portfolio ranging from Orange, a commodity product, to the high-end Weiman range. “Quality is our highest priority in everything we do. We believe that this ethos and dedication will help to change the environment of the retail landscape in South Africa – a tall order, but one we believe in.”
Leading by example
Juglall’s determination to succeed in the challenging African market is coupled with a strong social and environmental agenda. The business is driven by three core values – product, people and planet, all equally important, and as a young and progressive company, Rocky Brands aims to make a lasting impact on the local industry.
“We want to make sure that we set the tone for the sustainable practices that we want to see in the country. South Africa, as a developing country, faces unique environmental challenges, and as such recycling is not yet a top priority for many. However, we are working to change that by setting an example and incorporating eco-friendly practices into our production process.”
“We are collaborating with Woolworths, one of our key customers, on an environmentally friendly product line, which includes bio-based, plant-based cleaning products made without petrochemicals or artificial ingredients. Additionally, the packaging used is made from recycled HDPE and PET plastics, aligning with the brand’s commitment to reducing its environmental impact.”
Rocky Brands’ commitment to social responsibility is evident in its various community initiatives. Recognizing the stark economic disparities in South Africa – where approximately 40% of the population lives in poverty – the company has made it a priority to give back to underprivileged communities.
One of its primary social initiatives involves supporting a school in Diepsloot, a township where Rocky Brands donates supplies such as stationery and educational materials. “These children represent the future of South Africa. As a business, we want to lead the change we want to see in the country. And the change we want to see is empowering the less fortunate.”
Looking ahead, Juglall has a clear idea of where the company is going. “We are still a small business, but we are growing quite rapidly, aiming to expand the range and move beyond South Africa. We are set to double the business by the middle of next year. There is a lot of room for further growth, and we are ready to seize new opportunities, while continuing to strive to make people’s lives better.”
