Overview

Ninash Company Limited is a Private Limited Liability Company. It is the first manufacturer of synthetic hairpieces in Ghana. The main product is branded 'Auntie Lizzy' which is now a household name in the hair industry in Ghana and other parts of the world.

Ninash has been a manufacturer and distributor of 'a la mode' synthetic hairpieces since 1994. The company manufactures various kinds of hair pieces in accordance with the style in vogue.

Ninash has several important competitive advantages:

» Highly committed and experienced management and workers.
» High quality and competitive products.
» Good relationship with suppliers and well knit distribution network.
» Ninash has negligible long-term debt.
» Strategically located factory (close to Tema Harbour).
» Strong brand name.


The Auntie Lizzy hair products manufactured by Ninash Co. Gh. Ltd. are well known in Ghana and are exported to the USA, UK, Australia, Europe and other African countries.

Business History

Ninash started as a saloon at Accra New Town in the early nineties (90’s) and later the Managing Director with immense entrepreneurial ideas started importing hairpieces to enable her satisfy her customers and other women who needed more than their natural hair styling to maintain and improve on their beauty. She also distributed to other saloons and market women some of the imported hairpieces.

After some time, she began the importation of semi-finished hairpieces and completed the processes herself here in Ghana, into finished products and later into the full importation of Raw and Sub-materials for the hair pieces production in 1994. This necessitated the construction of a manufacturing plant which is currently located in Tema.

In February 1994 the enterprise was re-registered as a private company limited by shares, under its present name- Ninash Company (GH.) Limited with 12 employees.

The company enjoyed excellent growth in sales and earnings in the early years of operation. The initial growth was fueled by the dominance of Ninash products in the market. The company therefore established a multifaceted factory to enable it meet the demands for its products with an increase workforce of about 560.

In 2002, Ninash took a bold decision to refocus its strategic thrust in the synthetic hair industry to meet international standards. Based on this high demand for her products the company has undertaken a full-fledged new factory plant big enough to employ 1000 workers and equipped with state of the art equipments in Tema, Ghana.

The Auntie Lizzy hair products manufactured by Ninash Co. Gh. Ltd. are well known in Ghana and are exported to the USA, UK, Australia, Europe and other African countries.

The Auntie Lizzy Brand

The following are unique features of the Ninash Auntie Lizzy hair pieces:

» The matching of artificial hair strands to the human hair in terms of texture and look. This feature helps to maintain look and confidence.
» The variety of hair pieces style and colour on offer. This offer grants the customer the option to determine and decide on her interest.
» The quality and accessibility of the product helps the hair braiders by easing and affording them options in the terms of the different designs the could create to suit the customer.
» The packaging of the products to attract attention. This is becoming necessary given the competition and variety of products on offer in the market. This will serve to differentiate the Ninash Auntie Lizzy product from the market.

These features could grant Ninash a proprietary advantage.

Management Overview

Ninash has had a very unique management system over recent years. The founder, Ms Mensah assembled a seasoned team of professional consultants to assist the key executive management team.

Quality Assurance & Control

Our quality philosophy is to provide our customers high quality products at all times by providing effective and efficient customer centered products and services where our customers expectations are met at all times through total quality management. This would be achieved through effective teamwork and identification of customers' real needs. The company would strive to meet these needs and consistently improve the production processes.

Several of Ninash’s production people are well trained and experienced. In the inspection phase of the manufacturing process, there are a number of computer-aided quality control processes. All quality and customer satisfaction goals have been met within the last year since the initiation of total quality management.

The goals of Ninash’s program of quality control can be summarized as follows: » Producing products with features that are perceived by the customer as providing outstanding value.

» Delivering the product when promised.
» Delivering a product with no defects.
» Ensuring the product will not experience early failure.
» Ensuring the product can be the demands of constant use and will not fail when used excessively.

Ninash carefully monitors such things as:

» The number of defective hair pieces produced as a percentage of total production.
» The number of customer complaints.
» Excess customer-response time (the difference between delivery date and date requested by customer).
» On-time delivery (percentage of shipments made on or before the scheduled delivery date).