This archive report was first published on 6 August 2019.
Kenya's diaper market is on the cusp of a revolution, with the entry of Molifix baby pants by Hayat Kimya. The move is set to intensify the scramble for market share, as more players join the fray.
According to industry estimates, only 15% of the country's diaper market has been exploited, mainly due to inaccessibility and unaffordability of the products. However, Hayat Kimya is determined to change this narrative.
"We want to make sure that these products are actually accessible to those at the bottom of the pyramid and to those high up, and that can only mean that our quality must be very good but at the same time the product must be affordable," said Edward Ochanda, Country Marketing Manager at Hayat Kimya.
Coray Cakmak, Managing Director of Hayat Kimya Kenya, is promising a revolutionary strategy that will see the market exploited fully. "We want every mother to try our products because our biggest strength is our quality and the second thing is we are putting the interest of our users at heart and we will reach out to as many mothers and children as possible with our products," he said.
The company has assured Kenyans that all quality control measures have been adhered to, and that users are getting the best out of the globally recognized brand. "We have been approved by KEBS, we have the diamond quality mark and have adhered to the NEMA guidelines too," said the country manager.
With the entry of Molifix, the competition in the diaper market is set to heat up. Will Hayat Kimya's strategy pay off, or will other players in the market be able to outdo them? Only time will tell.
