Turkish consumer goods company Hayat Kimya invested Sh600 million in Kenya in 2019, establishing the country as its East African regional hub. The firm officially introduced its Molfix Diapers brand during the expansion, aiming to capitalize on the local market's growth potential.
Hayat Kimya CEO Avni Kigili highlighted Kenya's strategic position and demographic advantages, stating, 'Kenya is a developing country with significant potential due to its growing young population and central location for accessing Central and East African markets.' The company emphasized its commitment to delivering quality products and brand investment to the region.
The firm, which operates 14 global brands across hygiene and household products, joins competitors like Pampers, Huggies, and Softcare in Kenya's diaper sector. With annual diaper consumption estimated at 750 million units, Hayat Kimya positions itself as the world's fifth-largest branded baby diaper manufacturer and top tissue producer in the Middle East, Eastern Europe, and Africa.
Hayat Kimya, which employs 8,000 people across Middle Eastern, Asian, and African markets, had previously expanded into 15 African countries before selecting Kenya as its regional headquarters. The company's entry into Kenya followed years of agent-based distribution in the country.
