The journey from technical professions into entrepreneurship is never linear, especially in Nigeria’s volatile economic landscape. The transition from fields like engineering into the health and wellness industry demands more than passion; it requires grit, adaptability, and relentless problem-solving in a business environment that often seems structurally set against success.
In the health and wellness space, startups face unique challenges. Many consumers still harbour a preference for imported goods, viewing locally made wellness products with scepticism. This perception gap makes brand-building an uphill task, requiring consistent quality, consumer education, and product credibility over time.
Additionally, infrastructural weaknesses, from erratic power supply to unreliable logistics networks, undermine operational efficiency. These systemic issues often result in production delays, increased costs, and disruptions that would cripple enterprises in more stable economies. Yet, they have become an accepted part of doing business in Nigeria, forcing startups to innovate continuously and operate lean.
Oleanderlife, an agro-processing wellness brand, is one such example. Operating in a largely informal agricultural supply chain, the business focuses on processing underutilised but culturally relevant produce such as agbalumo (udara), uziza, and scent leaf. However, sourcing these materials remains an uphill challenge. With no established commercial farms for many of these raw materials, entrepreneurs are left to build fragmented supply networks, often from scratch.
Moreover, the challenge of quality control looms large. With few standardised systems across the agricultural sector, ensuring product consistency requires entrepreneurs to internally develop quality benchmarks and closely monitor processes. While this approach is tedious and resource-intensive, it is indispensable to gaining customer trust and scaling operations.
The financial constraints are equally daunting. Accessing early-stage capital in Nigeria is notoriously difficult. Many wellness businesses begin with bootstrapped funds and informal investments from friends or family. This financial limitation often compels entrepreneurs to start small, iterate rapidly, and reinvest every naira to survive and grow. Despite these odds, some manage to scale through a disciplined focus on solving real problems and gradually attracting institutional support through grants or accelerator programmes.
According to the Manufacturers Association of Nigeria, the country’s local raw material sourcing average stood at just 53.5 percent in 2023, highlighting a national overreliance on imports and an urgent need to strengthen domestic value chains. Wellness startups can play a critical role here by promoting indigenous agricultural products, encouraging value addition, and reducing dependency on foreign inputs.
Economic instability continues to weigh heavily on consumer behavior and operational costs. Inflation and currency devaluation affect everything from packaging to equipment procurement. The result is reduced purchasing power and higher production overheads. Startups that survive this climate often do so by adopting flexible pricing models, revisiting sourcing strategies, and doubling down on customer loyalty.
The resilience of Nigeria’s emerging wellness entrepreneurs offers a blueprint for navigating adversity. While the challenges are significant, they are also shaping a generation of business owners who are inventive, resourceful, and deeply aligned with the realities of the local market.
For Nigeria to fully harness the potential of its health and wellness sector, there must be deliberate efforts to improve infrastructure, support indigenous sourcing, and streamline regulatory processes. Encouraging local consumption through public education and policy incentives could further strengthen the ecosystem.
In the face of persistent challenges, what defines many of these startups is not just their products but their refusal to give up. With the right support, they hold the promise of transforming Nigeria’s health economy from the ground up.
Edikan Udiong is the Founder of Oleander Life, an innovative agro-processing startup transforming Nigeria’s wellness industry. A Forbes Africa 30 Under 30 honoree, she is a business development and strategy expert with a strong commitment to sustainability and social impact. Edikan is passionate about creating locally sourced, value-added products that empower communities and promote healthier living.
