Turkish fast moving consumer goods Hayat Kimya has invested Ksh 600 million to launch its Kenyan operations with its flagship products Molfix Diapers.
The company targets that one in every three Kenyan babies will wear Molfix diapers within 2 years.
Hayat Kimya Global CEO Avni Kigili said they target taking market leadership within two years. “Kenya is a developing country, carrying a lot of potential, with her growing, young population, with her strategic location for Central and East of Africa. Hayat would like to be part of this rapidly modernizing and developing country by offering brand quality and innovation with Molfix.”
The company employs 8.000 people and operates in 10 subsidiaries across Middle East, Asia and Africa, with 14 global brands in diapers, hygienic pads, detergents and cleansing tissue categories.
The company has subsidiaries in Turkey, Bulgaria, Algeria, Iran, Egypt, Morocco, Russia, Nigeria, Pakistan and Kenya. Manufactures goods in 14 high-technology production plants.
Ranked world’s 5th largest branded baby diaper manufacturer and the largest tissue manufacturer in the Middle East, Eastern Europe and Africa by capacity, Hayat Kimya is looking to capture the East African market through Kenya.
In Kenya, it estimates there are 3.5 million babies aged between 0-36 months, who also make up 7.3% of the population. On average, a mother uses four diapers a day on a baby making the annual diaper consumption in Kenya to nearly 800 million.