This study investigates the contribution of the Southern African Development Community's (SADC) Rules of Origin (RoO) to the growth and survival of manufacturing industries in Zimbabwe. The study adopted a qualitative approach and used purposive sampling to select the interviewees. Data obtained from interviews and through documentary review was thematically analysed. The study found that several critical challenges are hindering the effective utilisation of RoO. Foremost among these is a pervasive lack of knowledge and understanding of RoO requirements across all sectors of the Zimbabwean economy. This knowledge gap is compounded by cumbersome administrative and accounting requirements necessary to meet origin criteria, creating significant compliance burdens for manufacturers. Additionally, the poor economic performance of Zimbabwe has negatively impacted the ability of industries to leverage the benefits of SADC RoO, further impeding their competitiveness within the SADC Free Trade Area (FTA). The study recommended comprehensive awareness and training programmes to educate stakeholders on RoO, simplification of administrative processes to reduce compliance costs, and broader economic reforms to improve the overall business environment. Furthermore, it advocates for the establishment of support services to assist industries in navigating RoO requirements, and the enhancement of regional cooperation to facilitate smoother trade flows. .