On the sidelines of ITMA Asia + CITME Singapore 2025, John Daniel, Founder of PowerJet Press Africa Limited, shared an honest and telling perspective on the current state of Nigeria’s textile and apparel market in an interview with Behnam Ghasemi, Editor-in-Chief of Kohan Textile Journal.
Daniel, whose company operates as both a fashion house and a branding studio specializing in T-shirts, hoodies, and fabric branding, explained that demand in Nigeria’s textile and apparel market is already overwhelming. “We don’t even advertise,” he said. “The demand is huge, and we still can’t satisfy the market.”
Exposure, Not Demand, Is the Real Challenge
According to Daniel, the real bottleneck in Nigeria’s textile value chain is not market size but technology and exposure. Much of the production process is still carried out manually—tasks that could be completed in one hour with modern machinery often take several days.
His visit to Singapore marked his first direct exposure to advanced textile and printing machinery, including multi-head systems with eight and even sixteen heads—technology far beyond the single-head machines currently used in his operations back home.
“This is a knowledge problem,” Daniel noted. “People in our industry need to see what is possible. Once you see it, you understand how much faster and better production can be.”
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Nigeria: A Massive Market Still Largely Untapped
Nigeria represents one of Africa’s largest and most dynamic consumer markets, particularly in fashion, casual wear, and customized apparel. Yet, as Daniel emphasized, the country has “not even scratched the surface” of its textile and garment potential due to limited access to modern machinery and financing.
While the benefits of automation are clear, cost remains a major barrier. High investment requirements for advanced equipment make it difficult for African manufacturers to upgrade without external support. Daniel pointed to partnerships, flexible financing models, or installment-based solutions as possible ways forward.
The Role of International Exhibitions
Daniel described his experience at ITMA Asia + CITME Singapore as transformative, praising both the organization of the event and its role in exposing African entrepreneurs to global technology standards.
“This kind of exposure changes everything,” he said, adding that he would not only return for future editions but also encourage other African industry players to attend similar events.
A Clear Message from Africa
The message from Nigeria—and Africa more broadly—is clear: the market is ready, demand is strong, but technology access is lagging behind. Bridging this gap could unlock enormous growth, job creation, and industrial transformation across the continent’s textile and apparel sector.
As global machinery manufacturers and solution providers look toward emerging markets, Africa stands out not as a risky frontier, but as a high-potential opportunity waiting for the right tools.
