Jeety’s US$18M Rubber Empire Eyes Liberia’s First ‘Made-in-Liberia’ Tyre Revolution, Empowers Communities - FrontPageAfrica

WEALA, Margibi County – What was once a forestland in Weala has been transformed into one of Liberia’s most ambitious industrial projects—a sprawling rubber processing facility that could redefine the country’s economic future.

By Gerald C. Koinyeneh, gerald.koinyeneh@frontpageafricaonline.com

On a bright Thursday afternoon, April 2, FrontPage Africa team toured the Jeety Rubber LLC plant, where the hum of machines, the movement of workers, and the steady inflow of raw rubber told a story of vision, scale, and determination.

At the center of it all is Indian-born businessman Upjit Singh Sachdeva, popularly known as Jeety—who describes himself as “Liberian by heart”—and whose US$18 million investment is rapidly positioning Liberia as a potential manufacturing hub in West Africa.

A Vision Born from Ambition

For Jeety, the journey began with a simple but powerful idea: to do something transformative that had never been done before in Liberia.

“I just wanted to do something unique, something important which nobody has done,” he said.

That ambition materialized in 2021 with the signing of an investment incentive agreement with the Liberian government to establish a Technical Specified Rubber (TSR-10 and TSR-20) processing plant. Construction began in June 2022, with test operations launching in late 2023 and full commercial production commencing in May 2024.

What makes the project even more remarkable is that it is a greenfield development—built entirely from scratch on land owned by Jeety Rubber.

Strategic Expansion and the Salala Acquisition

Jeety’s investment strategy took a decisive turn in 2024 when unrest forced the closure of the Salala Rubber Corporation. Seeing both risk and opportunity, he moved swiftly.

“If your neighbor’s house is on fire and you don’t help, it can spread to you,” he explained.

Within months, Jeety and his family negotiated and acquired Salala, integrating it into Jeety Rubber LLC—effectively stabilizing a key part of Liberia’s rubber sector while expanding their operational footprint.

Scaling Up: Toward Industrial Dominance

Currently processing five tons of rubber per hour, the company is in the midst of a major expansion that will add an additional eight tons per hour by mid-2026. Once completed, Jeety Rubber LLC  is expected to become Liberia’s largest rubber processor.

But the ultimate goal goes far beyond processing.

Jeety has set his sights on something Liberia has never achieved in over a century of rubber production: manufacturing tires locally.

“If we get consistent supply—500 to 550 tons of rubber daily—we will produce the first ‘Made-in-Liberia’ tires,” he declared.

The proposed factory would produce truck, car, motorcycle (locally known as “pempen”), and tricycle (“kehkeh”) tires—targeting both domestic and regional markets under the Mano River Union framework.

Farmers First: Pricing Reform and Cash Payments

A key pillar of Jeety’s model is direct engagement with local farmers.

Unlike traditional systems plagued by delays, the company pays cash on delivery, a policy that has won widespread praise among suppliers.

This comes amid broader reforms in the sector, including the establishment of a National Rubber Price Committee by the Liberian government. The current factory-gate price—set at US$710.28—is reportedly higher than in neighboring Côte d’Ivoire.

“This has brought real relief to farmers,” Jeety noted.

Jobs and Inclusion: Breaking Industry Norms

The plant currently employs between 800 and 900 Liberians, with plans to add another 400 jobs after expansion.

Notably, the company is also challenging gender norms in the industry. Women—traditionally excluded from heavy-duty roles—are now operating tractors and heavy machinery at the plant.

These women were trained by Salala Rubber Coporation. After acquiring the company, Jeety retain the workers.

“We have about 10 female operators. They are dedicated and highly skilled,” Jeety said.

Battling Infrastructure Challenges

Despite its progress, the company faces significant operational hurdles—chief among them, electricity.

While connected to the national grid, the plant relies heavily on diesel generators, consuming up to 5,000 gallons daily.

To address this, Jeety Rubber LLC  is constructing a Heavy Fuel Oil (HFO) power plant, with plans to generate up to 20 megawatts of electricity within two years—ensuring energy security for future tire production.

Environmental Compliance and Sustainability

In an industry often criticized for environmental impact, Jeety Rubber claims to be setting new standards.

The company has invested in a large-scale effluent treatment system, using geomembrane-lined ponds capable of handling millions of gallons of wastewater.

By recycling up to 60% of its water usage, the plant aims to minimize environmental harm while maintaining compliance with Liberia’s environmental regulations.

Community Impact: Beyond Business

Beyond profit, Jeety emphasizes community development as a core mission.

His company has constructed 10 mechanized boreholes providing 24-hour water supply, sponsored over 100 students in local schools, installed streetlights across Weala and surrounding communities, upgraded clinics, schools, and housing facilities, provided ambulances and school buses and launched vocational training programs for rubber tappers.

In addition, it is feeding 400–500 children daily

Perhaps most ambitious is the planned construction of Liberia’s largest eye hospital, building on previous outreach that funded surgeries for over 125 patients.

A Policy Challenge: Raw Exports vs. Local Jobs

While optimistic, Jeety issued a clear warning: Liberia must rethink its reliance on exporting raw rubber.

“When you export raw materials, you export jobs,” he said.

He pointed to Côte d’Ivoire’s success—now producing 1.6 million tons of rubber annually with over 40 processing plants—as a model Liberia could follow.

His argument is straightforward: prioritize local processing to create jobs, rather than exporting unprocessed materials for limited gains.

A Personal Stake in Liberia’s Future

Jeety’s commitment to Liberia extends beyond business.

Liberia is my home. I’m an Indian by passport, Liberian by heart,” Jeety said. “ I always tell my people and my family here that if I die anywhere, I should be brought back to Liberia, cremated in Margibi and my ashes should be immersed in the two rivers which are in our factory because I’m a Liberian by heart.”   

The Road Ahead

The success of Jeety Rubber’s ambitious plans hinges on one critical factor: a steady supply of raw rubber.

If achieved, Liberia could soon witness a historic milestone—the production of its first locally made tyres, potentially at prices 20% lower than imports.

For now, in the quiet industrial corridors of Weala, that dream is steadily taking shape—transforming not just rubber, but the very narrative of Liberia’s industrial potential.