N16.7b Nigerian Accessories market attracts America-based MICRODIA

…solidifies base with MyHomeEtal partnership
By Prince Osuagwu

Global consumer electronics maker, MICRODIA has formally launched in Nigeria through an exclusive distribution partnership with MyHomeEtal Limited.

MICRODIA produces high quality mobile technology accessories which gives mobile phone users peace of mind and protection to their high-end gadgets.

Entering the Nigerian market in a fashionable way, riding on the impeccable reputation of My Home Etal, the company aims to tap into the rising demand for high-quality mobile accessories among many Nigerian phone lovers.

The partnership, signed in late 2025, marks MICRODIA’s official debut in Nigeria and lays the foundation for further expansion across Africa, the companies said at a press briefing in Lagos.

The initial rollout includes fast chargers, durable cables, power banks, protective cases and advanced storage devices designed to support what the companies described as Nigeria’s “rapidly growing digital lifestyle.”

Announcing the collaboration, MyHomeEtal said it was “proudly appointed as the official distributor of MICRODIA in Nigeria, marking a major milestone in expanding access to premium and safety-focused consumer technology across the country.”
MICRODIA, founded in 1991 in San Jose, California by former Texas Instruments and IBM engineers, operates in more than 135 countries and produces over 28 million units annually.
Speaking on the partnership, at the event, Olawale Odu, Chief Executive Officer of MyHomeEtal, said: “It is a privilege to join forces with MICRODIA, a brand whose dedication to excellence and consumer well-being perfectly aligns with our own vision. Together, we are excited to bring premium, genuinely innovative products to Nigerian consumers and help strengthen the local market by offering greater choice, higher quality, and long-term value to individuals, families, and businesses nationwide.”
Odu expressed frustration with the Nigerian market’s tendency to prioritize cheap, low-quality goods over durable, high-quality products, leading to a cycle of wasteful spending.
“The phone accessories in Nigeria are becoming something that people just buy and keep buying and it keep spoiling and keep changing,” he said. “Investing in quality products and building a platform that prioritizes originality and durability is essential for long-term value and customer satisfaction in the Nigerian market.”
He added: “The phone you are using you have to actually protect it. You need to make sure that nothing happens to it.”
Among the technologies being introduced is SMARTAI Charging Technology, an adaptive system that regulates voltage and current in real time based on a device’s battery condition.
The company said the system can extend battery lifespan compared with conventional fast-charging methods.
The launch portfolio also includes products embedded with SmartGuard Temperature Safeguard Technology, which monitors operating temperatures during charging and data transfer.
In his remark, Louis Leung, President & CEO of MICRODIA, said: “We are deeply honored to partner with My HomeEtal, well-established and highly respected company that shares MICRODIA’s unwavering commitment to quality, innovation, and customer trust. This collaboration represents a significant step forward for Nigeria’s consumer electronics market.
By introducing our proprietary technologies and world-leading products, we aim to elevate standards, empower consumers with safer and more reliable solutions, and contribute meaningfully to the long-term growth and sophistication of the entire industry across Nigeria and the wider African continent.”
Responding to concerns about product performance in Nigeria’s tropical climate, MICRODIA President said the company conducted extensive research on local conditions and as such designed the products to adapt to the Nigerian environment noting that accessories like chargers are designed to function reliably even in hot cars, automatically adjusting temperature to ensure immediate usability.
He said :”On the back of the coil, there will be a little fan. The fan will reduce the charging temperature.” This adaptation is certified and recommended for hot climates.Wireless car chargers for Nigeria will use the QI2 standard (25W, faster charging), which generates more heat.
“We cannot bring in what we’re selling in Canada to Nigeria. It won’t work.” We localize and tailor Both products and services to each market .
Leung said upcoming Qi2-standard 25W wireless chargers for Nigeria would be adapted to manage higher heat levels.
Addressing concerns about grey market imports, Leung said products officially distributed in Nigeria would contain unique serial numbers inside the packaging, along with registration cards encouraging customers to validate purchases within two weeks.
“Based on that serial number, our system will automatically check whether this product is officially distributed and sold by MyHomeEtal,” he said.
If a product is identified as a grey import, he added, “MyHomeEtal cannot offer you any product warranty. We would highly recommend you to purchase original MICRODIA products from certified distributors.”
The CEO urged Customers to purchase from only certified distributors to ensure product authenticity and warranty coverage.
On sustaining quality standards, Leung pointed to the company’s 35-year history.
“Quality comes in two areas. Quality of the product and quality of the service,” he said.
“We achieved 99.999%.
There will still be 0.0001% because nobody’s perfect.When that defect comes over, we need to replace it with a new unit. “
The companies said the partnership aims to introduce authentic, premium products designed to protect valuable devices.

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