Issuu

This is not just a story of entrepreneurship—it’s a blueprint for visionaries seeking to transform challenges into opportunities and build legacies that transcend borders. If you’re looking for inspiration, innovation, and investment wisdom, Gateway to Africa is your roadmap to success!

Prateek Suri is a visionary entrepreneur from Delhi, India. An alumnus of Modern School and BITS Pilani, he holds a degree in Mechanical Engineering. As the founder and CEO of the Maser Group, a $5 billion conglomerate, and now leading MDR Investment with a $500 million fund, he drives economic transformation across Africa. His mission to provide affordable, high-quality electronics has empowered millions and bridged the digital divide. He is also a passionate supporter of startups worldwide, investing in large-scale venture capital projects in sectors such as infrastructure, roadways, mining, and AI to foster the next generation of trailblazing ideas. His journey reflects the power of innovation, resilience, and purpose-driven leadership.

Non-fiction

Cover design by Black Diamond Creative Agency

MRP `TBC (incl. of all taxes)

PRATEEK SURI

From a young dreamer to a global business leader, Prateek Suri’s journey is nothing short of extraordinary. In Gateway to Africa, Suri recounts his bold pursuit of success, navigating the intricate landscapes of consumer electronics, real estate, and investment while reshaping Africa’s economic future. Through gripping anecdotes, strategic insights, and unfiltered reflections, he unveils the lessons learned from building businesses, overcoming setbacks, and forging high-impact global partnerships.

GATEWAY TO AFRICA

PRATEEK SURI

A Visionary’s Path to Business, Investment, and Innovation in Africa

GATEWAY TO AFRICA A Visionary’s Path to Business, Investment, and Innovation in Africa

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CONTENTS

Preface vii Introduction ix 1. Aiming High, up in Smoke: Greater Kailash, Where It All Started

2. Maser Comes of Age: Where Things Stand Currently

3. The West African Market: A Giant Construction Site

4. The East African Market: Knocking on Kenya’s Door an Unexpected Opportunity

5. Unveiling the Veins of African Mining

119

6. The Smart Revolution: How Covid-19 Transformed the TV Industry

135

7. From Vision to Valuation: Nurturing Tomorrow’s Giants in the Stock Market Arena

147

Afterword 155

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viii

preface

appetite for smart, affordable, quality products created the perfect storm for disruption—and how we seized that moment. When Covid-19 reshaped the world, it didn’t just disrupt— it digitized. That global pause became a window of possibility. Through real-time supply chain pivots and relentless R&D, we didn’t just survive; we innovated. The Smart Revolution, as I call it, became our inflection point. But no success exists in isolation. This book also shines a light on Dubai—not just as a city of luxury, but as a strategic gateway, a logistical nerve centre, and a critical partner in Africa’s economic story. The stock exchanges, the trade flows, and UAE-India ties all converge in a narrative too often overlooked in traditional business literature. Gateway to Africa is ultimately about seeing possibilities where others see problems, and about betting boldly—on people, on places, and on purpose. For every entrepreneur, investor, policy shaper, and curious reader trying to understand how the next billion consumers will reshape the world, this book offers not just a window—but a gateway.

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INTRODUCTION

have been fascinated with technology ever since I was young. It is one of the reasons I chose mechanical engineering as a profession. Figuring out how things work and finding ways to make them work better than they do has been a point of interest for me throughout my life. I now find myself at a stage in life where I have more time for reflection. Nine years on from registering and growing my company, Maser, a consumer electronics firm into the technology success story that it has become, and a good thirteen years after leaving university, I feel I may have more than a few stories and experiences to share that would benefit budding, and even seasoned entrepreneurs, particularly those who are thinking of venturing into Africa and are trying to find the best route. I have reaped the benefits of conferring with others which, in my view, has helped broaden my horizons and sharpen my sword, so to speak. The profound insights shared in mostly casual conversations by people who have travelled roads different or ix

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CHAPTER TWO

MASER COMES OF AGE WHERE THINGS STAND CURRENTLY

’ve been known to say that valuation is a process. Reaching $2 billion nine years after we started our journey in 2014 is a great validation of this. We have gone step by step, dealing with various hurdles, making the most of certain opportunities, and learning from our mistakes. Like they say, Rome wasn’t built in a day. But I like to add that it was built deliberately. I had made up my mind to build an electronics business, and as I thought about it from my third year in university, I began to visualize the kind of business I wanted to have—one that provided quality electronics at an affordable price, making these tools accessible to as many people as possible. It did not happen overnight, but it happened on purpose. After learning my lesson about investors and being thrust onto the international trading scene in 2014, I took steps to ensure that we were going to be stable moving forward. By 2019, Maser sold 200,000 units in Dubai and of these, 17

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Maser will stay at the forefront of technological advancements, maintaining our competitive edge. Maser’s expanding global footprint and increasing customer base present significant opportunities for revenue growth. Moreover, as Maser establishes itself as an industry leader, it becomes an attractive target for potential acquisition, providing further ROI potential for investors.

Investing in the Future Another thing I am working on is MDR Investments which is the venture capitalist arm of Maser Group and the African Financial Federation (AFF). Through MDR, I have invested in several startups and early-stage companies; I suppose you could call me a serial entrepreneur. I am passionate about supporting and mentoring young entrepreneurs and I am actively involved in the startup community in Africa, the Middle East, and India. I have invested $20 million of my own money and rallied the support of a consortium of investors to secure $100 million to power entrepreneurs. I created the African Financial Federation (AFF) to recognize and promote startup founders, and support the technology ecosystem across Africa, the Middle East, India, and the United Kingdom. Our AFF Fintech Fest and Awards celebrate and reward leaders who are impacting the African market positively across the world. We intend to recognize, celebrate, and inspire young Africans to dream and pursue their goals and build the Africa of their dreams. By doing this, we hope to create a new stream of role models and leaders. We are passionate about the potential of African tech and are doing our part to build a thriving African startup tech ecosystem. Our goal is to ensure

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a significant opportunity to reach new markets and turn our rivals on their head. We keep our eyes on platforms because they enable us to scale. Early stage founders should spend more time thinking about business model innovation and acquisition strategy or strategic alliances like the one we are seeing with Microsoft and OpenAI. For us, working with our channel partners and leveraging digital platforms also holds true. Looking for new ways to penetrate old or new markets or invent new ways will always remain in our DNA. It is vital that we formulate a new business model that monetizes better than our competitors, with which you will win, and build a moat that could see your startup enjoy unprecedented prosperity. In closing, the startup race is a marathon, not a sprint. You would need irrational motivation to see you through the probable dark days. But never stop believing in your inevitable ascendance to greatness. I would leave you with the words of legendary Steve Jobs, ‘Stay hungry, stay foolish.’

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CHAPTER THREE

THE WEST AFRICAN MARKET A GIANT CONSTRUCTION SITE

have been quoted as saying that 2020–30 is the decade for African entrepreneurs. I truly believe it is Africa’s time and through the African Financial Federation (AFF), I am putting my money where my mouth is. I think that Africa is the most overlooked region globally on multiple levels—be it political, economic, or social, and that is because the world likes to create stereotypes about the continent. This creates a negative mindset for many people who choose to avoid investing in Africa or who approach investment in Africa from a very narrow-minded perspective. Our success in Africa has come about because we did not try to fit the continent into a limited mould or force a kind of textbook pattern of trade on it. Instead, we took our time to really listen to the market, understand their requirements, and adjust our approach to suit their needs. Respecting the fact that 29

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the west african market

NIGERIA

Federal Republic Of Nigeria

~237 Million Population 6th most populous country on earth

36 States

Capital: Abuja Currency: Naira (NGN) Languages: Official Language: English Major local languages: Hausa, Yoruba, Igbo, Fulfulde, and many others (over 500 languages spoken).

Abuja

Source: https://facts.net/nigeria-facts/

issues, the seaports’ corruption, and the ever-present demand by security officials for money. In one such case, as I hurried through the immigration desk, a man walked up close to me. As I turned my head, I saw a smile on the man’s face. He was dressed in an official security outfit and a conversation ensued. ‘Oga, na your first be this?’ I responded, ‘Not really, my friend’. The man smiled cunningly as he knew that this was likely my first time in Nigeria. He followed through with a gaze at me and made a request, ‘You for find your friend something na.’ I laughed out as by this time the man was struggling to keep pace with me. Suddenly, there was a massive crowd that had arrived with luggage littering everywhere. Before I could locate the man, he had been caught in the thickening maze of new arrivals dragging their luggage through the airport crowd.

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g a t e waY t o a f r i c a

Lagos is Africa’s Startup Capital Leading cities for startups in Africa in 2021 ( by total score)

4.69

Lagos 4.28

Nairobi

4.05

Cape Town

3.86

Johannesbaurg 2.73

Cairo 1.21

Kigali Accra Tunis

1.11 0.72

Based on quantity( e.g. number of startup/ accelerators), quality (e.g. number of unicorns, exits,pantheons) and business (national economic indicator).

Source: https://www.statista.com/

In The Fintech Times’s 2021 report, Nigeria’s fintech industry stands out with a dynamic landscape comprising 210 to 250 fintech companies. This ecosystem includes essential stakeholders such as banks, telecom companies, and the government, along with enablers and funding partners like universities, research institutions, investors, incubators, technology providers, and consumers. Notably, Nigeria’s fintech revenue has been on a remarkable growth trajectory, rising from $153.1 million in 2017 to a projected $543.3 million in 2022, according to Frost and Sullivan.* This momentum continues, with the sector processing 108 billion mobile money transactions worth $1.68 trillion in 2024—underscoring the massive transaction volumes fueling ongoing revenue growth.† Santosdiaz, Richie, ‘Nigeria’s Fintech Landscape in 2022’, The Fintech Times, 20 January 2023. https://tinyurl.com/4teuu6dm. Accessed on 27 May 2025. † Mwangi, Kevin, ‘Nigeria Fintech Funding Trends 2025’, Tech in Africa, https://tinyurl.com/sduk47tb. Accessed on 4 July 2025. *

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seaports and its surroundings. Here, I was going to receive my first baptism in the excruciating, notorious, and dreaded Lagos gridlock. I quickly threw on my shirt and pants, then hopped into the hotel cab. Just a little after Oshodi market, I could sense that the road ahead wouldn’t be easy. He asked the cab driver, ‘Do you have an idea of the traffic situation at the ports?’ The half-literate driver said, ‘Oga I know no oo.’ ‘But the way we dey do am, na to check for radio.’ ‘Make I put on my radio and see wetin dey happened for our port areas.’ The voice of an On Air Personality (OAP) blared out as he described the traffic situation across Lagos; he continued until he made a dramatic pause. Then let out some words. ‘Shege dey ground for our port today.’ The cab driver stared at me for some seconds and finally talked, ‘Oga you have to come down.’ I looked at him strangely. The driver continued, ‘As e be like this, na only motorcycle fit carry you go ports today.’ I was trying to find the right words to utter but, couldn’t. ‘No worries,’ the driver said. ‘I go get you a good motorcycle to carry you go there.’ He came down and roamed the nearby streets for a while. I heaved a sigh of relief. In that space of time, the OAP was reading out the horrifying conditions of Nigeria’s ports and how the gridlock is breaking Lagos. I listened and worried about the ride on the motorcycle. Decades had passed since I had this kind of ride experience. Here in Lagos, I was about to relive my past. A billion thoughts

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rail, and even waterways where applicable. For instance, for transporting goods across regions with navigable rivers, we employed river transport, leveraging the natural waterways to bypass road congestion. Gradually, we forged a robust network with renowned personalities—business leaders, politicians, and others— making our work just a phone call away. This achievement was made possible through the combination of raised capital and by establishing key connections with the government. Recognizing the power of local expertise, we delved into strategic partnerships within Nigeria like the one we have with BrightTech. I understood that the country’s entrepreneurial spirit could be harnessed to overcome logistical challenges. By collaborating with local logistics companies and distributors, we tapped into their deep understanding of the local terrain. These partnerships not only provided valuable insights into the most efficient routes but also ensured a seamless movement of goods. Local partners, familiar with the intricacies of navigating Nigeria’s diverse regions, became the backbone of our supply chain network. To optimize the supply chain further, we established dedicated teams in both UAE and Nigeria. The UAE team focused on coordinating international shipments, ensuring smooth customs clearance, and managing the export process efficiently. Their expertise in international trade and logistics streamlined the movement of goods from manufacturing hubs to Nigerian ports. Simultaneously, the Lagos team worked tirelessly on the ground, liaising with local partners, monitoring inventory levels, and orchestrating last-mile deliveries. Their presence in the heart of Nigeria allowed for real-time problem-solving, ensuring that

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the west african market

Our journey in the consumer electronics market was a rollercoaster ride, marked by exhilarating highs and challenging lows. This narrative of triumphs and tribulations unfolded itself against the backdrop of a dynamic market, where opportunities and obstacles intertwined, shaping our path in ways I could have never anticipated. One of the significant highs in our West African journey was the remarkable market penetration that our consumer electronics brand had achieved. Through strategic marketing, understanding local consumer needs, and delivering quality products, our brand swiftly found its way into the hearts and homes of West African consumers. The acceptance of our products became a testament to the brand’s relevance and resonance with the local populace. Our ability to forge strategic partnerships with local retailers and distributors became a cornerstone of this success. These partnerships enabled our brand to reach far and wide, tapping into a diverse array of markets and consumer segments. Collaborations with trusted local businesses not only expanded our brand’s presence but also fostered a sense of trust among consumers, enhancing our brand’s reputation. Another high point in our West African venture was our innovative product offerings. By introducing consumer electronics tailored to the specific needs of this region, such as affordable smart TVs, smartphones with localized applications, and energy-efficient home appliances, we captured this market’s attention. Our innovative products not only met practical needs but also resonated culturally, creating a strong emotional connection with consumers. Our adept navigation of the West African market led to successful expansions into neighbouring countries. Our brand’s reputation and positive consumer feedback facilitated seamless

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Respect for local cultures, environmental conservation, and fair labour practices are ethical imperatives that resonate with conscious consumers and enhance brand reputation. In conclusion, my reflections on our experiences in Nigeria, West Africa’s consumer electronics market highlight the unique challenges and opportunities faced by entrepreneurs seeking to enter this rapidly growing and ever-changing market. Entrepreneurs must be adaptable, willing to pivot their strategies quickly and invest time and resources in building relationships with local partners. They must also have the resilience, creativity, and adaptability required to navigate the complexities of the Nigerian market. By doing so, they can succeed in this dynamic and exciting market.

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CHAPTER FOUR

THE EAST AFRICAN MARKET KNOCKING ON KENYA’S DOOR AN UNEXPECTED OPPORTUNITY

enya will always have a special place in my heart. In the busy world of international trade, Kenya brought us huge fortune. We found ourselves on a remarkable journey of regional success, thanks to my dedicated team. Under my leadership, our trading partners experienced breakout success, amounting to a whopping $30 million, which was attributed to several key factors that propelled us into the limelight. Those factors didn’t function in isolation or silos but in combination. They all work together to bring us into a runaway success story, making our East African market expansion a template for success for upcoming entrepreneurs. Let’s take them one by one. Steering the complex world of international trade requires a deep understanding of the regulatory landscapes of each African 80

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loyalty. With every success, we longed even more to take on new markets. Sustained by our success in Kenya, we set our sights on expanding into neighbouring markets, including Uganda, Tanzania, Rwanda, and Southern African countries. However, the journey was not without its challenges.

Navigating Diverse African Markets Uganda Opening retail shops in Uganda proved challenging due to stringent licensing requirements. We navigated this hurdle by forging strong relationships with local authorities, ensuring compliance with regulations, and engaging in community initiatives that demonstrated our commitment to the region’s development.

Tanzania In Tanzania, cultural differences posed obstacles to establishing a foothold. My team conducted thorough cultural sensitivity training for our staff, adapting our marketing strategies to align with local traditions. This approach not only eased tensions but also endeared my company to the Tanzanian community.

Rwanda Rwanda presented logistical challenges like inadequate infrastructure. We partnered with local businesses to address these issues, contributing to the development of infrastructure in the region. This collaborative effort not only facilitated the

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The Important of Hiring African Talent and Local Workforce in Each Country As the days, weeks, and years went by, our empire grew into a $1 billion enterprise. It wasn’t solely propelled by our business acumen or strategic decisions. At the heart of this success story lay a key factor—the critical importance of hiring Africans and local talents in each country of operations. This intentional hiring strategy played a pivotal role in catapulting revenues from $30 million to a staggering $300 million, with a remarkable year-on-year growth of 500 per cent.

A Foundation of Inclusivity As a visionary entrepreneur, I understood that the success of our business in Africa hinged on more than just profit margins. It depended on building bridges with the local communities, understanding their nuances, and creating a team that resonated with the diverse cultures of the region. Thus, the foundation of inclusivity was laid, emphasizing the critical importance of hiring Africans and locals in each country of operation. Our hiring strategy was not merely an attempt at cultural integration; it was a conscious effort to tap into the wealth of local knowledge, networks, and insights that only individuals deeply rooted in their communities could bring. We believed that employing locals wasn’t just good for our company; it was an investment in the region’s economic vitality.

The Ripple Effect on the Bottom Line As our venture expanded, the impact of our hiring strategy on our company’s bottom line became increasingly evident.

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bankruptcy, showcasing the value of proactive governmental support in preserving economic stability.

The Supplier’s Support Amidst the turmoil, many suppliers who had been partners for years stood by us but there were also some who didn’t. They extended support, adjusted payment terms, and collaborated to find creative solutions to weather the financial storm. This illustrated the significance of building strong relationships in business, especially during challenging times when a supportive network can make the difference between collapse and recovery.

Lessons of Adaptability and Determination In the aftermath of the near-bankruptcy experience, we emerged with valuable lessons etched into our journey. The ordeal underscored the importance of adaptability, strategic connections, and unwavering determination in the face of unexpected challenges. The journey became a testament to the resilience of businesses that navigate the rollercoaster of highs and lows. It highlighted the need for strategic foresight, diverse revenue streams, and a robust network of connections to weather the storms that accompany the entrepreneurial path.

A Phoenix Rising As our story concludes, we—once on the brink of bankruptcy— have undergone a transformative journey. The lessons learned reshaped our trajectory, propelling us forward with newfound

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A New Dawn for African Business As our story concludes, the dark side of African business rivalries serves as a cautionary tale. The challenges faced by us and other foreign entrepreneurs underscore the need for concerted efforts to foster an inclusive and secure business environment. The narrative shifts from one of adversity to one of hope, highlighting the potential for a new dawn in African business—one where diversity is celebrated, collaboration is championed, and the success of one business becomes a catalyst for the prosperity of all. Maser’s journey, though fraught with challenges, becomes a beacon of resilience and a testament to the transformative power of collective action in shaping the future of business in Africa.

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CHAPTER FIVE

UNVEILING THE VEINS OF AFRICAN MINING

ur African consumer electronics success story was just being written. Maser became flushed with massive cash in the following months after we hit a $2 billion valuation. Our eyes were fixated on which sectors we could disrupt with technologies. Mining looms large in our minds and my evening walks were filled with thoughts about what mining should be in Africa. In our numerous meetings, we often talk about the mining sector and the potential influence that technologies could bring to this ancient sector. Our journey into the African mining sector began with a vision to revolutionize an industry marred by corruption and inefficiency. Armed with determination and our penchant for disruptive innovation, my team and I set up MDR Investments LLC, a company aimed at transforming the landscape of African mining through exponential technologies and ethical practices. 119

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CHAPTER SIX

THE SMART REVOLUTION HOW COVID-19 TRANSFORMED THE TV INDUSTRY

he Covid-19 pandemic has led to an increase in the use of digital technologies due to social distancing norms and nationwide lockdowns. As people were forced to stay at home, they turned to streaming services to keep themselves entertained. According to Conviva, a research firm that tracks streaming data, worldwide streaming time grew 13 per cent in the April–June 2021 period compared to a year ago, with the most growth seen in South America (179 per cent) and Africa (79 per cent).* As a result, smart TVs with built-in streaming capabilities became more popular than externally connected TV or gaming consoles. *

‘Conviva’s state of streaming’, Conviva, 2021. https://tinyurl.com/bdzmv2dj. Accessed on 27 May 2025.

135

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CHAPTER SEVEN

FROM VISION TO VALUATION NURTURING TOMORROW’S GIANTS IN THE STOCK MARKET ARENA

n the bustling streets of Dubai, amidst the dissonance of ambition and opportunity, I embarked on a journey that would redefine the landscape of global investment. With a fervent belief in the power of entrepreneurship and innovation, I founded MDR Investments, driven by a singular mission: to cultivate and nurture the dreams of visionary startups on the cusp of greatness. Our journey at Maser, my brainchild, is a testament to the transformative power of vision, perseverance, and strategic investment. As the CEO of Maser, I navigated the turbulent waters of entrepreneurship, overcoming challenges and setbacks with resilience and determination. Through my leadership, Maser emerged as a trailblazer in the consumer-tech and mining sectors, setting new standards for innovation and sustainability. 147

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As Maser’s presence flourished in the UAE, so did our impact on the broader economic landscape. Our innovative consumer-tech solutions and sustainable mining practices not only drove profitability but also contributed to job creation, skill development, and technology transfer. By harnessing the synergies between the UAE and India, Maser emerged as a beacon of Indo–UAE collaboration, embodying the spirit of innovation and entrepreneurship. The success of Maser in the UAE goes beyond financial metrics; it is measured by the tangible impact we have had on communities and industries. Our consumer-tech solutions revolutionized interactions with technology, while our sustainable mining practices set new standards for environmental stewardship. Through job creation, skill development, and technology transfer, Maser became a symbol of innovation and progress in the towering influence of the UAE in the global scheme of things. As a key player in this evolving geopolitical landscape, I remain committed to driving positive change and fostering a culture of innovation and excellence. In conclusion, the strategic nexus between the UAE and India represents a paradigm shift in global economic dynamics, driven by visionary leadership, entrepreneurial spirit, and a shared commitment to mutual prosperity. As I continue to navigate this dynamic landscape, I am confident that harnessing the synergies between our two nations will not only drive business success but also shape sustainable development and inclusive growth on a global scale.

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AFTERWORD

s I look back at the journey captured in Gateway to Africa, I’m reminded that no story of progress is ever linear. It zigzags through setbacks, revelations, detours, and breakthroughs. From the crowded lanes of Greater Kailash to boardrooms across Africa and trading floors in Dubai, this book has been a reflection of not just my entrepreneurial path, but of Africa’s own unfolding promise. The chapters you’ve read are more than milestones—they are markers of transformation. They reflect how ambition can be grounded in local understanding, how market gaps can become billion-dollar opportunities, and how setbacks like a global pandemic can be reframed as innovation accelerators. The evolution of Maser from an underdog consumer electronics brand to a continent-dominating force speaks to the power of listening deeply to emerging markets and building with integrity for the future.

155

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Non-fiction

Cover design by Black Diamond Creative Agency

MRP `TBC (incl. of all taxes)

PRATEEK SURI

GATEWAY TO AFRICA

PRATEEK SURI

A Visionary’s Path to Business, Investment, and Innovation in Africa