Turkish consumer goods company Hayat Kimya has entered Kenya's market with its Molfix baby diaper brand, partnering with TV journalist Terryanne Chebet as local promoter. The company aims to capture half of Kenya's diapers market within two years, according to Hayat Kimya Global CEO Avni Kigili.
Kigili highlighted Kenya's demographic potential, citing its growing youth population and strategic position as a gateway to Central and East Africa. 'Hayat seeks to contribute to this modernizing nation by delivering brand-quality innovation through Molfix,' he stated. The firm, a subsidiary of the $3 billion Hayat Group, plans to launch two Molfix variants priced from Ksh20.
With 3.5 million infants under three years old in Kenya, annual diaper consumption reaches 800 million units, per company research. Kigili emphasized affordability and quality, saying, 'Everyone deserves access to high-standard products.' The brand's anti-leakage and absorbency features drew praise from Chebet, who uses Molfix for her daughter Talaa.
Chebet, former Citizen TV anchor and CEO of Fanaka TV, also leads the Keyara brand's organic beauty line. Hayat Kimya's market entry coincides with her expanding media and product ventures.
