Citadel: The 100% Mauritian Brand

A 30 year old family business, Citadel emerged from Emmanuel and Lily Tsang Mang Kin’s love for their island. With its emblematic hero ‘Dood’, Citadel is locally and internationally renowned. The company, which has an Online Shop and employs a team of 150 professionals, continues to thrive on the fashion market.  It all started in 1983. Emmanuel and Lily Tsang Mang Kin decided to share the love they hold in their hearts for their beloved motherland with the people by creating a collection of quality T-shirts with evocative designs, showcasing the beauty of Mauritius under the brand name of Citadel. “These Citadel T-shirts were printed in our garage in Quatre-Bornes and distributed to souvenir shops. It was an immediate success with the VIP, visitors on holidays or on business, islanders of the I.O. and patriots,” explains Emmanuel Tsang Mang Kin. Today Citadel has a collection of t-shirts, polo shirts, tops, dresses, and other casual garments, decorated with prints, foil transfer, embroidery, appliqués and strass or sequins, for the whole family at very affordable prices. “In order to guarantee the excellent quality of the one million garments made annually, Citadel controls the total production chain, by doing everything in house, including cutting, sewing, printing and embroidery,” highlights the CEO of Tamak Group. When Citadel first started in the 80’s, it conquered the Mauritian market. With time, the company built up its reputation and became famous among tourists and people around the world. “With the boost of the tourism industry in the late 80s and 90s, it was a must for us to target the tourists also. Citadel is a brand which evokes Mauritius, and tourists love the T-shirts that we produce, as they may use them as a souvenir when they go back to their country. We consider all those who love Mauritius as a Mauritian.” Shifting from home business, the company opened a garment factory at Coromandel employing over 100 professionals. “To meet up with the changes and needs of the growing organisation, we had to find a new location. Little by little we started employing more people to meet orders from our clients. Citadel has built up a dedicated and experienced team of 150 professionals who ensure that every garment is made to our uncompromising quality using the best equipment and software,” confides Emmanuel Tsang Mang Kin. The company also has an Art and Design studio with a team of fashion designers and graphic artists who create models with designs contextualized to the specificity of the VIP market. Going in line with the growing demand and the evolution of business strategies, Citadel also created its online shop - www.citadel.mu - which enables anybody across the globe, to buy Citadel products. “They receive those products in less than 2 weeks. With this, we have expanded and given the possibility for all to get a Citadel T-shirt.  In a way, it is how we adapt to changes and modernization that helps us in achieving success and maintaining the Citadel brand as a focal point in the souvenir sector,” states the CEO of Tamak Group.

100% Mauritian product

Keeping in mind and heart the Mauritian spirit, Citadel conceived its own 100% Mauritian brand. The emblematic hero ‘Dood’ has largely contributed to the success of Citadel. “Dood, was conceived by Citadel to be the Mauritian patriot and ambassador, embodying our qualities such as generosity, optimism, resilience, emotional intelligence and tolerance. Dood is the cartoon version of our extinct dodo. Even his name Dood is the anagram of the Mauritian dodo,” shares Emmanuel Tsang Mang Kin. Citadel has a collection of Dood T-shirts where the hero is enjoying life in different places around the island. Displaying a jovial mood, Dood also puts forward the local and tradition Mauritian dishes. The popularity of Dood has won him the post of the Ambassador of the Mauritian Red Cross Association. “Like all Mauritians, Dood is bilingual speaking both English and French, but he prefers to express himself in our national language ‘Creole’ to best convey his emotions. Dood speaks typical Mauritian dialogues like ‘Ici Tou Korek’ (It’s Just Perfect here) or ‘Life Is Dood’.” On the other hand, Citadel’s tagline ‘Yes Mauritius’ symbolizes the love for the country.  “The tag line has been adopted for our patriotism and represents the 100% Mauritius origin of Citadel. ‘Yes Mauritius’ is a national campaign launched by Citadel to showcase the beauty, talents, and diverse cultures of the island to all.” Citadel’s logo also embodies a national symbol which is the Pieter Both Mountain. “The logo, Yin, was inspired from Pieter Both Mountain, the Icon of Mauritius and at the same time means “Men” in Chinese. Citadel, on a white beach, a turquoise sea and a blue sky, reinforces the association of Citadel with the island of Mauritius,” explains the CEO of Tamak Group. Why was it important for Emmanuel Tsang Mang Kin to produce and offer a 100% locally made product? “For a customer, buying a locally made product is a way of supporting our own industry, supporting those who make it and it is a reassurance in terms of quality… By producing locally made items, we are able to sell our garments at an affordable price for everybody… Importing and selling products from abroad would have been more costly given the rise in importation costs. The final retail price would have been higher and hence we would need to target specific segment of the population, which is not of our aim,” explains the CEO. A successful family enterprise, Citadel plans to continue the good job and offer quality products to all. What is its motto for success? “Well, you need to be passionate, a hard worker and you need some luck. Many are passionate and hard workers but unfortunately fate plays against them and they are unable to succeed as entrepreneurs. I must point out that at the time I began the business, competition was least hard compared to today. Hence it was easier to have a chance to succeed. I must also say that skillful employees are also a key to success. I cannot forget how those people, who have worked or who are still working for the company, have helped it grow drastically. Mauritians are skillful and really devoted.” Emmanuel Tsang Mang Kin also shares that young entrepreneurs who wish to be successful must ask the right questions. “When you start-up a business, you should think like a customer. Does the customer need that product? Are you resolving a problem for the customer? How would it help the customer? Are other competitors already doing it?”