By Amin Kef (Ranger)
Shalimar Trading Company, one of Sierra Leone’s foremost automobile and motorcycle dealers, has reaffirmed its commitment to transparency, integrity and social responsibility during an interactive media engagement held on Tuesday October 14, 2025 at its head office on Freetown Road, Lumley.
The engagement, led by the company’s Chairman and Managing Director, Moussa Mroue, brought together journalists from across the country to enhance communication and understanding between the company and the media.
In his opening statement, Moussa Mroue provided a historical overview of the company and its roots in Sierra Leone, noting that the Mroue family has lived and invested in the country since 1926, spanning three generations. “This country is not just where we operate; it is home,” he proudly stated.
He explained that the company name, Shalimar, carries personal significance, as it was named after his daughter, who was born and raised in Freetown, further symbolising the family’s deep connection to Sierra Leone.
Founded in 2006 in Kenema, Shalimar Trading Company began with motorcycle sales before expanding into a national enterprise with over 25 operational branches. Each branch offers after-sales support, genuine spare parts and lubricants, ensuring customers receive long-term value and product durability.
Moussa Mroue clarified that Shalimar Trading Company is the exclusive distributor of TVS Motor Company products in Sierra Leone, emphasizing that the company neither imports nor sells any other motorcycle brand. He further disclosed that Shalimar also represents major international automobile brands, including Ashok Leyland, Tata Motors, Suzuki Motors, Sonalika Tractors and Force Motors.
Over the years, he said, Shalimar has earned a strong reputation for reliability, quality service and customer trust, positioning itself as one of the most dependable vehicle and motorcycle suppliers in Sierra Leone.
Beyond business operations, Moussa Mroue highlighted the company’s dedication to youth empowerment and community development. He revealed that Shalimar has created hundreds of jobs and continues to provide technical training for young Sierra Leoneans in motorcycle and tricycle repairs, enabling them to become self-reliant. “We believe in empowering young people through skills development so they can contribute meaningfully to society,” he said.
He added that these empowerment initiatives have helped reduce unemployment and crime rates, while strengthening the local economy. The company also maintains a strong Corporate Social Responsibility (CSR) agenda, supporting community projects, educational programs and vulnerable groups across the country.
On the company’s uniform pricing policy, Moussa Mroue explained that Shalimar ensures customers across Sierra Leone pay the same price for products, regardless of location. “This system guarantees fairness and protects customers from exploitation,” he noted.
Looking ahead, Moussa Mroue announced plans for Shalimar to introduce new taxi vehicles aimed at addressing transportation challenges in major cities while creating additional employment opportunities. “We are committed to solutions that improve mobility, create jobs and support national growth,” he affirmed.
Addressing recent rumors, Moussa Mroue dismissed claims that Shalimar holds a monopoly in the market. “We are not the only motorcycle importer in Sierra Leone,” he clarified, “but we take pride in the standards we uphold and the trust we’ve built with our customers.”
The media engagement concluded on a positive note, with journalists commending Shalimar Trading Company for its transparency, openness and contribution to Sierra Leone’s socio-economic development.
Through continued collaboration with the media and the public, Shalimar Trading Company reaffirmed its position as a trusted partner in national progress; committed to quality service, fair competition and community growth.
