Twiga Holdings, the parent company of Kenya’s leading B2B eCommerce platform, Twiga Foods, today announced a landmark majority investment with three leading food distribution firms, as part of a strategic move to strengthen its FMCG procurement capabilities, accelerate upcountry expansion, and unlock further operational efficiencies.
The three investee food distributors are: Jumra (serving Nairobi and Central regions), Sojpar (serving the Western region), and Raisons (serving the Coastal region). This deal will see Jumra, Sojpar, and Raisons, known for their excellent track record with regional and international FMCG brands, integrate with Twiga’s capabilities. They will also access institutional capital to accelerate their growth and digital roadmap to better serve Kenya’s general trade customers.
This strategic investment marks an important milestone for Twiga, toward realizing its ambition of becoming Kenya’s partner of choice for local and international FMCG brands across distribution channels, including modern trade, wholesalers, mini-marts, dukas, kiosks, and mama mbogas (green grocers).
This investment will enable distribution industry veterans Raju Shah and Bijal Shah from Jumra, and Sunil Shah from Sojpar, will continue to lead operations, ensuring stability and sustained growth. This strategic collaboration allows Twiga to refocus its resources on accelerating the development and deployment of technology-driven solutions for the general trade ecosystem.
This strategic alignment underscores Twiga’s commitment to modernizing Kenya’s food distribution landscape, combining these established distributors’ deep market knowledge, operational excellence, and cost-efficient practices with its advanced technology and analytics, brand development resources, best-in-class procurement expertise in fresh fruits and vegetables, and deep insights and reach in Kenya’s informal retail market. The combined strengths will also enable a digitally powered distribution model that delivers enhanced value to Kenyan retailers and consumers.
Under the leadership of Kenyan eCommerce expert CEO Charles Ballard, Twiga is dedicated to revolutionizing the customer experience.
Mr. Ballard stated, “This transaction represents a pivotal moment in our journey. It not only concludes our transformation but also inaugurates a new period of sustainable growth, innovation, and unparalleled customer service. With our combined capabilities, we are uniquely positioned to be the partner of choice for suppliers and customers throughout Kenya.”
Twiga will leverage the distributors’ strategically positioned warehouses and large delivery fleets to accelerate Twiga’s cost-efficient national scaling. This will see Twiga resume operations in Kenya’s Western Region, where it previously enjoyed considerable success. Further expansion to other regions is planned in the coming quarters.
Twiga’s strategic focus also places technology-driven innovation at its core. The company continues to invest in its digital platform to provide seamless ordering, inventory management tools, and innovative financing options including buy-now-pay-later solutions.
The distribution partners will also assume some of Twiga’s operational responsibilities in the new collaboration. This will further enhance the efficiencies and long-term sustainability of the combined entities, while expanding their distribution lines to unlock new growth opportunities.
On his part, the CEO of Jumra, Raju Shah remarked, “Twiga’s investment unlocks exciting new opportunities for Jumra. Twiga’s advanced technology, extensive market reach, and deep insights will enable us to serve our suppliers and customers more effectively, expand our distribution channels and product lines, and drive sustained growth.”
As part of its growth agenda, Twiga is assembling a high-impact leadership team to deliver on its ambitions. Key members include Mr. Paul Bombo (Technology), Mr. Ankur Agarwal (Supply Chain), Mr. Felix Okumu (Internal Audit), and Ms. Ekua Nkyekyer (Joining Twiga to lead its Finance function). This team brings long-standing experience and a solid understanding of Kenya’s tech and distribution sectors, and is well-positioned to support Twiga’s next phase of growth.
Twiga Holdings’ reference shareholders, Creadev and Juven, remain steadfast in their commitment to transforming Africa’s retail ecosystem through technology and market innovation, delivering sustainable value to all stakeholders.
The Chairman of Twiga Holdings, Hein Pretorius said, “We are confident in the combined expertise and dynamic leadership of Charles, Raju, and Sunil. We are particularly delighted to partner with Raju and Sunil, whose deep-rooted, generational knowledge of the Kenyan distribution ecosystem strengthens Twiga’s value proposition. Their complementary strengths will undoubtedly propel the group to become the food distribution champion in the region.”
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