MY WALL OF FAME: JACOB ODULATE: THE ALABUKUN STORY

JACOB ODULATE: THE ALABUKUN STORY

Born Jacob Shogboyega Odulate, in 1884 to the polygamous family of Pa Odulate in Ikorodu, Lagos, Jacob Odulate stopped schooling at the young age of 12 and moved to Abeokuta, Ogun state, at the age of 14 in search of greener pastures. Jacob travelled from Ikorodu to Abeokuta on foot for three months. 

In Abeokuta, Jacob met a renowned pharmacist, Doctor Sapara, and volunteered to become his apprentice. Odulate worked with Sapara for many years before he established his own drug manufacturing company which he named ALABUKUN (The Blessed One). 

Jacob Odulate, sometime in the year 1918 after tons of researches, developed a formula for a drug he called ALABUKUN POWDER. ALABUKUN Powder made a big wave as soon as it hit the market in 1918, an era characterized by colonialism which was then in many ways unfavourable to the natives of Nigeria. 

For over nine decades, ALABUKUN Powder has maintained its stand as one of the most popular patent medicines commonly found in Nigerian homes, workplaces, pharmacies and street shops. Its cheap price and quick effectiveness have kept it from falling off the stall since 1918 when its formula was discovered by a brilliant and hardworking Nigerian pharmacist, 

Jacob Shogboyega Odulate popularly called ‘Blessed Jacob’. ALABUKUN Powder was exported to nearby countries such as Benin Republic, Togo, Cameroon and Ghana as its demand kept soaring higher. 

ALABUKUN, which means “The Blessed One ” in the Yoruba language grew without significant marketing or advertising and can still be found in pharmaceutical stores in Nigeria. Till today, Alabukun Powder is exported far away to Brazil, Cuba and some countries in Europe and America. 

ALABUKUN Powder remains one of the oldest and widely used patent medicines in Nigeria and neighbouring countries. 

Jacob established his brand at a period when there was no modern pharmaceutical industry and only a few western drugs were imported and distributed in the country by European companies. Jacob took advantage of an emerging market and his customer needs, 

By combining both European and traditional medicine, Jacob created a product that had European credibility and local reliability. At that time, Nigerians barely had access to western drugs, all they used was herbal medication which had no recommended dosage and therefore caused more harm than good. 

ALABUKUN, produced from both local materials and imported patent drugs was perfect for his customers’ medical needs. 

ALABUKUN combined both effectiveness and affordability. Jacob did not play hard-to-get with his product. His product was available, accessible and affordable. From the very beginning, his first drug stall was close to a street market and could be found everywhere as opposed to the white man’s stuff that was difficult to find and afford. He also made it fast-moving by packaging it in smaller, conveniently-priced packs. Presently, a sachet is 200 naira. 

Jacob Shogboyega Odulate alias Blessed Jacob died in 1962 at Creek Hospital, Onikan, Lagos and was survived by his wife and children. His invention is still living till date.

Femi Ladapo writes from Ibadan, Nigeria