Colonial Coal’s Huguenot PEA strictly open pit

Mining employs about 440,000 in South Africa and makes up more than half of its exports.

The PR campaign praising the “endless possibilities” of coal in providing “light and jobs” has triggered a massive reaction among social media users.

Mounting pressure from investors has forced the firm to come up with a $10 billion package of debt-reduction measures.

CHART: The commodity slump has slashed major miners' market valuations to 60–88% below 2011 highs.

The company, already the worst performer in the FTSE 100 index in 2015, has lost almost 60% of its value since the beginning of the year.

Billions wiped from mining sector as Chinese manufacturing activity contracts to a six-and-half year low.

With the only exception of gold, production numbers for most other commodities mined in the Central African nation are also expected to decline this year.

The miner has responded to deteriorating market conditions by slashing spending and cutting jobs, mostly at its North American operations.

Authorities say the $2.5 billion illicit mining industry is creating a parallel economy that is deemed to damage the business of those who operate legally.