For Italshoe Ltd and Longlife Tyre Retread Ltd, winning the President’s Manufacturer of the Year Awards (PMAYA) repeatedly is both an achievement and a responsibility to keep raising standards.
The two companies were recognised at this year’s PMAYA for their focus on quality, innovation and local manufacturing.
In this interview, Italshoe Ltd and Longlife Tyre Retread Ltd Chief Executive Officer (CEO), Mr Mohamed A Nur explains what the awards mean and the secret behind their success.
QUESTION: What do the PMAYA awards mean to your companies?
MR NUR: We are honoured that both companies have been recognised. The awards reflect the discipline, innovation and hard work of our employees, while demonstrating the Government’s commitment to industrialisation and promoting products made in Tanzania.
The awards bring pride but also greater responsibility to maintain high standards and improve our products and services.
The Vice President of the United Republic of Tanzania, Deogratius Ndejembi seated during the 2026 President’s Manufacturer of the Year Awards (PMAYA) ceremony. Second left is the The Chief Executive Officer (CEO) of Italshoe Ltd and Longlife Tyre Retread Ltd, Mr Mohamed A Nur who attended the event and also won double accolade for his firms.
What is the secret behind winning year after year?
Our success comes from consistency, teamwork, disciplined management and continuous improvement. We focus on quality every day, invest in employees, listen to customers and improve our production systems.
PMAYA provides a benchmark for measuring our progress and learning from other manufacturers.
How do you manage employee performance?
Our employees are the foundation of both companies. We establish clear responsibilities, measurable targets and procedures covering quality, safety and accountability.
Performance is reviewed regularly, while employees receive training. Investing in skills improves productivity and creates decent employment opportunities for Tanzanians.
How do customers motivate you to keep improving?
Our customers are central to our improvement. Their support for Tanzanian-made products gives us confidence to invest and expand.
Their feedback helps improve product durability, delivery times, after-sales service and value. Maintaining their confidence requires continuous improvement.
How are the awards contributing to Tanzania’s industrial development?
The awards strengthen market confidence and business relationships. Italshoe produces footwear, safety footwear and protective products, helping reduce imports.
Longlife extends tyre life through retreading, reducing waste and operating costs. Together, we support employment, technical skills, local supply chains and import substitution.
What gives you confidence about the future of manufacturing?
We are encouraged by the Government’s commitment to industrialisation, investment, infrastructure and locally manufactured products.
The “Buy Tanzania, Build Tanzania” agenda, a growing market and young workforce give us confidence that Tanzania can become a manufacturing hub in East and Central Africa.
Continued public-private cooperation and access to affordable finance, reliable energy, raw materials and markets can unlock more investment, jobs and exports.
What should customers and Tanzanians expect from Italshoe and Longlife?
They should expect continued investment, dependable quality, responsible growth and stronger customer service.
Italshoe will continue developing durable footwear, safety footwear and protective products, while Longlife will strengthen retread quality, production capacity and support for transporters.
We will continue creating jobs and skills, supporting local value chains and working with Government and the private sector.
We are proud of these awards, but our greatest achievement will be maintaining public trust, satisfying customers, developing employees and helping build a stronger industrial Tanzania.
