LAGOS — It was an evening of elegance, culture and celebration as Olusegun Enitan Dada (OED), Group Chief Executive Officer of ITH Holdings, marked his 40th birthday with a grand three-in-one event at the Monarch Event Centre in Lekki, Lagos.
Held on Saturday, August 22, the celebration brought together family members, friends, business associates, entrepreneurs, technology executives, employees and other distinguished guests to celebrate Dada’s milestone and achievements.
The event also featured the unveiling of his debut book, From Ground Up: How to Build a Successful Business in Africa, and the launch of the OED Foundation, making the occasion a celebration of his personal, entrepreneurial and philanthropic journey.
A Celebration Rooted in Culture
The evening began with a grand cultural entrance by Dada and his wife, accompanied by traditional music, poetry and vibrant chants.
The cultural performances provided a fitting opening to an event that combined Dada’s African heritage with the sophistication of a modern business gathering.
Guests began arriving for cocktails from 5pm, with the main programme commencing at 6pm.
OED Unveils Debut Book
One of the major highlights of the celebration was the unveiling of Dada’s first book, From Ground Up: How to Build a Successful Business in Africa.
The book chronicles his experiences as a four-time entrepreneur, highlighting the challenges, risks, lessons and successes associated with building businesses in Africa.
Rather than treating entrepreneurship purely as an academic concept, the book offers practical lessons on acquiring and retaining customers, building effective teams, managing cash flow, earning trust and creating institutions capable of surviving beyond their founders.
A key message of the book is that Africa should not be viewed solely as a continent of risks but also as a land of significant opportunities for entrepreneurs who understand its environment and are willing to build with resilience, discipline and consistency.
The book features a foreword by Leo Stan Ekeh, OFR, founder and chairman of Zinox Group and chairman of Konga.
It was reviewed by Professor Olayinka David-West, Dean of Lagos Business School, Pan-Atlantic University and Professor of Information Systems.
During a fireside conversation with Dada, Professor David-West praised the practical nature of the book, noting its focus on lessons that may not necessarily be taught in conventional business schools.
She highlighted themes including documentation, resource management, customer relationships, trust, cash-flow management and the importance of starting small and growing deliberately.
According to her, entrepreneurship requires rigour, resilience and discipline rather than simply the glamour often associated with business success.
From Childhood Curiosity to Technology Leadership
The event also offered an insight into Dada’s journey from a technology-curious child in Epe, Lagos State, to the head of a growing technology group.
His interest in technology reportedly began during childhood when he became fascinated by satellite antennas and wondered how signals travelled from the sky into homes.
His curiosity later extended to video games and arcade centres, where he was interested not only in playing games but also in understanding the technology and systems behind them.
Although he initially wanted to study Computer Engineering at the University of Lagos, he eventually studied Technology Education and graduated in 2010.
While at university, Dada pursued professional computer training and certifications, particularly in networking. He also established an IT training programme that gave students access to professional IT certification training.
The initiative eventually developed into IT Horizons, registered as a business in 2009 and incorporated as a limited liability company in 2012.
Over the years, IT Horizons expanded into an enterprise technology solutions company, while Dada broadened his entrepreneurial interests into a larger technology group.
Today, as Group CEO of ITH Holdings, he provides strategic leadership across businesses including IT Horizons Limited, ZojaTech and ZojaPay, while also serving as co-founder of Smartsend, a cross-border payment platform.
OED Foundation Targets Five Million Lives
Another major highlight of the evening was the unveiling of the OED Foundation, established to advance social-impact initiatives in nutrition, education, youth empowerment and opportunity development.
The foundation has set an ambitious target of impacting five million lives by 2030.
Among its initiatives is the training of young people in practical and employable skills such as electrical installation, solar installation and other technology-related areas.
The programmes are designed to improve employability, encourage entrepreneurship and equip young Nigerians to participate more actively in the country’s expanding technology and renewable-energy sectors.
Distinguished Guests Celebrate Dada
The event was graced by royal and distinguished guests, including Oba Oriyomi Saheed Momson, the Abowa of Agbowa-Ikosi, who served as the royal father of the occasion.
The monarch described Dada as a worthy son and expressed confidence in the potential impact of his book and foundation. He also launched copies of the book on behalf of the people of Agbowa-Ikosi.
The event was chaired by former Lagos State Governor and former Minister Babatunde Fashola, who was represented by his long-time media aide, Hakeem Bello.
Bello described the celebration as an occasion that demonstrated the possibility of achieving success in both professional and family life.
He also conveyed Fashola’s goodwill to Dada and announced the former governor’s intention to take copies of the book and support efforts to make it accessible to a wider Nigerian audience.
Music, Food and Glamour
Following the formal proceedings, the event transitioned into a vibrant birthday celebration featuring fine dining, premium beverages and an array of Nigerian and continental dishes.
Guests were entertained with traditional praise singing, poetry, Afro-inspired music, classical saxophone performances, live-band music, DJ mixes and dance displays.
A team of dancers also thrilled the audience with a combination of choreography and acrobatics, while saxophone performances added an elegant touch to the evening.
Dada eventually joined family members and friends on the dance floor as the celebration continued late into the night.
The 40th birthday celebration ultimately served as more than a personal milestone, bringing together entrepreneurship, technology, family, culture, philanthropy and a commitment to youth development.
