In the heart of Ghana’s Eastern Region, the name Seth Adjei-Baah has become synonymous with entrepreneurship, resilience, and leadership. From modest beginnings, he has grown into one of Ghana’s most respected business figures, embodying the principles of discipline, hard work, and integrity.
Reflecting on his early years, Baah shared a story of hardship that shaped his entrepreneurial spirit. “I remember when I left secondary school. My father died when I was in Form 4. So the opportunity for somebody to support me wasn’t there. So after secondary school, I decided to find something to do,” he recounted.
His first venture came at the peak of Ghana’s economic turbulence in 1981, when essential goods were scarce. “Everything was almost dark, and even getting soap, certain essential amenities were not there. So we were relying on producing things locally for ourselves. That brought in the introduction of this ‘Don’t Touch Me’ soap,” he said.
With an initial capital of just 5,000 old cedis, the equivalent of 50 pesewas today, Baah learned the craft from people in his church and began producing the soap. “I started it with an initial capital of 5,000 old cedis… for six months, I could raise 23,000 cedis to open my first shop and employ two people. One at the soap, one at the shop. Gradually, I’ve grown to this level,” he explained.
This humble beginning laid the foundation for Shaaba Enterprises Limited, which has since evolved into a diversified conglomerate with interests spanning manufacturing, construction, hospitality, and trade. Baah’s disciplined approach has been central to this growth. “The situation compelled me to start with a lot of discipline, hard work, and then love to achieve something. I’m able to come this far,” he reflected.
Baah’s influence extended beyond business into leadership within Ghana’s private sector. “I got involved with the Chamber of Commerce, and I was privileged to be elected at a very tender age as regional vice chairman. From there, I had the privilege to become national president. When I became national president, I went to the international scene and was elected the Pan-African Chamber of Commerce president,” he said. His roles allowed him to network extensively, engaging with business leaders, international partners, and even heads of state, broadening his perspective on trade and entrepreneurship.
Politics, however, presented a different set of challenges. Despite supporting a major political party, Baah was initially blocked from contesting primaries, prompting him to run as an independent candidate for the Nkawkaw parliamentary seat in 2008, a race he won by a margin of nearly 15,000 votes.“They said about me, ‘Oh, he can’t do anything; he only knows his business.’ But I knew more than business. I contested, and I won the seat by almost a 15,000‑vote margin.”
He reflected candidly on the intersection of business and politics, cautioning entrepreneurs who wish to combine both. “I was advising business people to concentrate on their business. If you want to combine it with politics, you will suffer the consequences. We don’t understand that the private sector has a role in developing the country,” Baah said.
At the heart of his success lies a philosophy rooted in discipline, respect, and humility. “They are the same principles: discipline, hard work, and being faithful and loyal. Because if you are loyal or faithful, everybody will be ready to deal with you. People will have confidence to give you credit that you want,” he explained. He emphasized the importance of identifying with employees across all levels of the business hierarchy: “When you start employing people, know that they are not your labourers. They are part of the sources of the business… If you respect them, they will respect you.”
Baah’s personal story of frugality and discipline resonates through his daily life and leadership style. From eating Kenkey and egg to save money, to being the first to arrive and last to leave the office, his commitment to hard work remains unwavering. “When I was young, I was the first person to come to work, and the last person to leave. So if you know I’ll be here at 8 o’clock, you’ll come before 8, because when I come and you come, you are late,” he recounted.
His journey from a soap maker in turbulent economic times to a multi-sector business leader and public figure illustrates the transformative power of determination, discipline, and ethical leadership. Today, Shaaba Enterprises stands as a testament to his vision, and Mr Seth Adjei-Baah continues to inspire entrepreneurs across Ghana, proving that with hard work, integrity, and resilience, modest beginnings can grow into empires.
