Since Elcano completed the first circum navigation of the globe, initiated by Magellan in 1519, an insoluble problem had confronted the Spanish crown. Even though the Pacific Ocean was navigable towards the west, there was no apparent way back towards the east. For three decades, the Spanish Monarchy launched expedition after expedition to find a practical way to get from America to the Philippines and back to no avail until a remarkable character entered the story.
According to Spanish history, Andres de Urdaneta is not a celebrated figure. Nevertheless, in the hidden history of globalization, he is one of its most prominent heroes. A cosmographer and navigator with unparalleled experience on the Pacific routes, he had given up mundane glory to become a reclusive monk in Mexico. Only under the stubborn insistence of King Phillip II, who desired a seaway between New Spain and Asia that would elude the Portuguese, did Urdaneta reluctantly abandon the monastery to take to the seas for the last time.
According to Luis Francisco Martinez Montes, a Spanish Diplomat, it was a momentous decision. Starting his trip in 1565 from the Philippines, Urdaneta defied conventional wisdom from the beginning. Instead of sailing across the trodden path, he decided to head north towards Japan. He then proceeded east towards California and Acapulco. Four months later he had completed the first round trip between the Philippines and America. More of a mystic than a man of the world, he had opened the first systematic transoceanic route in human history.
Shortly after the discovery of the “tornaviaje”, Phillip II gave instructions to establish a permanent bi-oceanic route between Seville and the Philippines via New Spain. This was accomplished via Mexico City, and through to Manila, where the exchange of silver for silk, porcelain and other oriental, mainly Chinese luxuries took place. Finally, the galleons would return across the Pacific following Urdaneta’s route.
Apart from constituting the longest maritime trading enterprise known in pre-industrial times, the Manila Galleon was also the most long living. It operated for more than two and a half centuries, from 1565 to 1815. This resilience was due to two basic facts. First, it was profitable for all sides involved. Second, despite frequent wreckages provoked by rough seas and unchartered coasts, it was quite secure by the standards of the times.
Luis Francisco Martinez Montes stated that contrary to the alleged success of the English and Dutch sea-dogs in plundering the Spanish fleets, the historic truth is that throughout the 250 years of its existence, only four Manila Galleons were captured by the enemy. The first was the “Santa Ana”in 1587 and the last was the “Santisima Trinidad”in 1762. He further noted that this is a very meagre rate of capture by any measure. Actually, as those figures show, the alleged domination of the oceans by the omnipotent British Royal Navy remained nothing more than a well publicized myth until the 19th century.
The galleons were formidable ships, sometimes reaching over 1,500 tones of cargo capacity. The size, frequency and overall reliability of the Manila Galleon explain why in the 17th century, when Spain was already supposed to be in irremediable decline, the Hispanic world exchanged with China more silver than the combined trade conducted by the British, the Dutch and the Portuguese.
The economic success of the Manila Galleon can also be analyzed in terms of orthodox economic theory. Spanish settlers in New Spain were complaining about the cost of silk products manufactured in America. Giacomo Mendes Garcia, a Spanish historian, stated that since the Leyes de Indias forbade the enslavement of native Indians, they had to provide them with a salary. Minimum as this remuneration might be, it was enough to make silk production in America uncompetitive.
So, contrary to received wisdom, the moral qualms of the Spanish Monarchy over the treatment of the Indians were one of the factors behind the Trans-Pacific trade. Since Chinese silk was cheaper, it made sense to buy it in exchange for lower-cost American products. American silver was available in more than sufficient quantities, so the terms of the trade were clear from the beginning. The Manila Galleon did all the rest.
Giacomo Mendes Garcia noted that, for the Chinese, the Manila Galleon presented two obvious advantages. First, it provided a regular channel, financed and defended by foreigners, through which it could export part of its excess production to a wider market without incurring the cost of running an overseas empire.
Second, the Galleon was a source of much needed money in times of financial distress. The Spanish-American silver was so much in demand that even after Spain had lost control of America in the 19th century, Spanish colonial dollars were widely used among merchant communities in coastal China. Luis Francisco Martínez Montesstated that Pillar dollars with the effigy of Charles IV, of Goya fame, were called the “fatty Budas”.
For the Hispanic Empire, the Chinese way represented the main way to turn a profit from the Philippines, thus helping to secure a permanent presence for Spain in Asia. The trade route was also vital for lubricating the commercial wheels of the vibrant vice Royalty of New Spain, as Mexico was then known. Many trading communities there were dependent on the timely arrival of the Manila ships with their cargo.
Furthermore, like the German traveler Alexander von Humboldt witnessed in his travels through Spanish America around 1803, Far Eastern spices and textiles became part of Indian and mestizo populations’daily life thus contributing to a quintessentially Hispanic mixing of habits and customs. According to Luis Francisco Martínez Montes, more luxurious goods were purchased by the Spanish American elite, or found their way to Spanish and European markets via Seville.
For the global economy, the unsung Manila Galleons were the link between two of the largest geopolitical entities until the beginning of the 19th century: the Chinese Empire and the Hispanic Monarchy. Thanks to their respective roles, it was possible to create and sustain the first global economic network encompassing more or less the same actors, the Americas, Asia and Europe, that constitute the three main pillars of the current wave of globalization.
China’s money supply and American Silver: the early globalization
Jaquar Cleans Up
Jaquar Group is a rapidly growing multi-diversified bathroom solutions brand. It is one of the fastest growing bath brands in the world with a presence in over 40+ Countries across Europe, the Middle East, Asia- Pacific, Africa and the SAARC regions.
Currently, the Group delivers over two million bathrooms every year and produces over 80,000 bath fittings per day. It also has 8,014 employees across the globe.
Last week, the company opened its first showroom in Africa in Addis Ababa. Romina PLC is the sole agent and distributor of the product in Ethiopia. It also plans on expanding the number of show rooms in the city as well as looking into other markets to set up manufacturing plants in the future. Capital spoke to Rajesh Mehra, Marketing Director, about the future plans of the company.
Capital: Tell us a bit about your company.
Rajesh Mehra: Jaquar started its journey back in 1960; it is a 57 year old company from India. Now we are in the global market, we are expanding our global footprint in a big way and as of now we are in more than 40 countries. Our core business is providing complete bathroom solutions; everything a customer or user wants and needs; it is a complete end to end solution.
Capital: You said you are in over 40 countries and expansion is one way of determining success. What would you say makes you successful?
Mehra: I believe it is our commitment, first and foremost, to bring the best of quality in our products and along with the products, bring the best of services for our customers. We are a customer-centric company we believe in creating relations with our customers, whether they are the builders or end consumers, and we feel it is not just the program but the service together that makes a real difference for the customer.
That is what we have been doing for more than 30 years and I strongly believe that this has been the strongest and major reason for the acceptance of our brand and products by the customers.
Capital: Where are your manufacturing plants located?
Mehra: We are a company from India and our manufacturing plants are located in India; we have five plants there and another one in South Korea. We are a good manufacturing company; manufacturing is our key strength and through that we can ensure the destiny of our products and ensure the right products are in the market and ensure the customer’s experience is good.
Capital: Is there at all any plan to expand your manufacturing plants to other countries, in Africa?
Mehra: For the last few years, we started expanding our footprint into the overseas markets. Initially the idea was to set up in these markets; understand the markets and their needs, then you respond to the needs and expectations of the customers. So it is very important, before you step into manufacturing, you have to have a thorough understanding and knowledge of the markets.
For almost 50 years, we concentrated on the Indian market, after establishing the brand name there, we moved on to looking into overseas markets. So definitely there is a plan, why not? Business is about opportunities.
We will go step by step, our aim is to understand the markets, set up the business and, yes if the response is really encouraging, and we feel we give a better service to our customers by producing it we will be happy to do that.
Capital: So you have opened your first store in Africa, here in Addis Ababa, Ethiopia. What was the deciding factor?
Mehra: This is again the core philosophy of the group. We believe in providing not just the products but the best services to our customers. We make sure we put in place comprehensive after purchase customer services; I believe that is one of our unique points in Ethiopia. Where ever we go, which ever market we go to, we make sure that the product is presented well in the market so that the customers can come and see that it is not just a display center, it is an education center; it is an orientation center for the customers.
We completely train our sales people, so they can provide all the information and help the customer to make the right selection.
Capital: If you look around the city, you will see that there are a lot of buildings that are going up and a lot of construction, there is a lot of investment in hotels for example. But on the other hand looking at the household customer, there is usually a conflict between quality and price. Your products seem to be on the high-end side of the market, how will you try to balance that and reach customers who have less purchasing power?
Mehra: All the markets we see are similar; everywhere, customers do focus on price but what we believe is that customers need to look at the values they are getting from the product. It is not just the price, if we are giving them the best value for money, they are happy.
Of course there are different market segments, there are value customers who can afford to a certain level, so we feel we have to give solutions to every level of customer; we have products for the bottom to top level of the market. We will be launching a value segment in 6 months.
Capital: This is the first store in the country; will we see other branches opening?
Mehra: Yes, why not. I am very happy with the response the store is getting. The market is full of positive reactions, the potential is there. We will be setting up more showrooms.
Capital: Your products are said to be of high quality, Now that you have entered the Ethiopian market and plan to expand, do you think this will push other producers and importers to supply higher quality products as well?
Mehra: We strongly believe quality is a fundamental reason for success. We need to give quality in our products and dealings. So yes, you will see other manufacturers understanding that if you come up with a quality product everyone will benefit and the market will improve. Jaquar has definitely set the standard with the launch of this state of the art one stop bathing solution store.
New Year’s Eve happenings
As European New Year is around the corner, Addis Ababa gets ready to welcome the new year in style. Among the events, New Year’s Eve brings an event of cultural exchange through music. In an event organized by Monarch Hotel in collaboration with Iris Event Organizers, Damini Ogulu, better known by his stage name Burna Boy is set to take centre stage.
Nigerian star Burna Boy is an afro fusion singer and songwriter. Known for his smooth patois influenced delivery in a voice reminiscent of notable music legends, Burna Boy has consistently wowed fans with his original and unpredictable style and energetic performances. His body of work includes hits like ” Like To Party”, ” Tonight”, “Yawa Dey”,” Run My Race “, ” Don Gorgon “, Soke and Pree Me.
Known as a versatile musician who regularly mixes Dance-Hall, Afrobeat, R&B and Hip-Hop into one smooth package, Burna Boy has 2 mixtapes, 3 albums and host of single features which include music heavyweights such as Wizkid, M.I., D’banj, AKA, LES, Wande Coal, Phyno, Tuface, Reminisce, Olamide, Davido, Mr. Eazi to mention a few.
Burna boy is the award winner of Nigeria Entertainment Awards and MTV Africa Music Awards for Best Act and Nigerian Entertainment Awards for Album of the Year He is well known in Addis Ababa for his songs check and Balance, PreMe, Jealousy, Tonight, and the most popular song in our city “Temper” featuring Skales.
According to the organizers of the concert, the event is going to be an event where people come to dance drink, and enjoy the music.
“The unique aspect about this year is the experience we have organized with a mix of tradition, amount of fireworks, balloons and diversity of events. This event ensures our company leads the way in cultural integrating and connecting with the people in ways they can enjoy, relate to and be proud of ensuring a great name for our company amongst international and local communities,” they state.
The celebrations will start at 6:00 pm and will go on until 2:00am. Burna Boy will be performing Live with Dj Abeler, Dj Bik and Tunde.
Lycee Guebre-Mariam holds job fair
Lycee Guebre-Mariam held an orientation forum for students to help them with their future job choices. Students in 10th, 11th and 12th, grades met professionals in a variety of fields. The event that was held on Tuesday included , a presentation by Campus France and French colleges.


