By Alhaji Turay
In an era where public trust in business is often tested, Shalimar Trading Company continues to stand tall — not just as a dominant force in Sierra Leone’s automobile and motorcycle industry, but as a company built on relationships, transparency, and unwavering commitment to national development.
On Tuesday, October 14, the company hosted a media engagement at its head office at Freetown Road, Lumley, addressing recent monopoly claims and reinforcing its longstanding mission of service to Sierra Leone. Leading the session was Moussa Mroue, the Chairman and Managing Director, who offered insights into the company’s journey, values, and future plans.
Mr. Mroue began by sharing the deep historical connection between his family and Sierra Leone.
“The Mroue family has been here since 1926. All three generations were born and raised in this country. Sierra Leone is not just where we work — it is our home,” he said.
He explained that Shalimar, the name of the company, is named after his daughter — a reflection of the personal commitment and legacy embedded in the business.
He noted that what began in 2006 in Kenema, as a modest operation selling motorcycles, has since expanded into over 25 branches nationwide, delivering both products and after-sales services across the country.
Over the past 26 years, Shalimar Trading has become the exclusive distributor in Sierra Leone for some of the world’s most reputable automobile and motorcycle brands, including TVS Motor Company, Ashok Leyland, Tata Motors, Suzuki, Sonalika Tractors, and Force Motors.
Mr. Mroue clarified that the company does not import or deal in any other motorcycle brands, emphasizing Shalimar’s focus on quality, consistency, and genuine partnerships.
Responding to recent claims of market monopoly, Mr. Mroue was clear:
“Shalimar is not the only importer of motorcycles in Sierra Leone. But what sets us apart is the standard we maintain and the trust we’ve earned.”
Beyond commerce, Shalimar has built a reputation for corporate social responsibility (CSR). The company has consistently responded in times of national crisis — donating supplies during the Ebola outbreak, Matormeh mudslide, COVID-19 pandemic, and seasonal floods.
Its contributions to community development are visible — from constructing a modern church and mosque in Wellington to providing relief support in underserved communities.
“Our philosophy has always been to give back to the society that supports us,” Mr. Mroue said.
He also revealed future plans to invest in agriculture, aiming to further diversify their contributions to national development.
One of Shalimar’s standout achievements lies in its efforts to tackle unemployment. The company has created hundreds of jobs directly, while also providing skills training for young people, particularly in motorcycle and tricycle repair. “We take pride in empowering Sierra Leonean youth to become self-reliant and skilled technicians,” Mr. Mroue emphasized.
This empowerment, he noted, is not just economic — it’s also social. By giving idle youth practical skills and meaningful employment, Shalimar has helped reduce crime and promote stability in communities.
Another key pillar of Shalimar’s policy is its uniform pricing system. Regardless of location, customers in every district pay the same price for products, eliminating regional disparities and reducing the need to travel long distances for genuine goods. “It is part of our commitment to fairness and accessibility,” Mr. Mroue added.
Looking ahead, the company plans to introduce taxi vehicles to address growing transportation challenges in major urban areas — yet another step in its mission to enhance mobility and public service.
Shalimar also remains one of the largest private sector taxpayers in the country, contributing significantly to Sierra Leone’s economy.
The engagement concluded with journalists praising the company’s openness and willingness to engage directly with the public. Mr. Mroue encouraged the media and citizens to always seek accurate information about the company’s operations rather than fall for misinformation or speculation.
With a track record of reliability, community impact, and nation-building, Shalimar Trading has cemented its place as Sierra Leone’s most trusted name in the automobile and motorcycle sector.
“Supporting Shalimar is not just supporting a business,” one journalist remarked at the end of the session, “it is supporting national productivity and socio-economic development,” he added.
