PZ Cussons has dismissed claims that it is planning to exit the Kenyan market, reaffirming its commitment to continue manufacturing and investing locally.
The British consumer goods company, best known for its Imperial Leather soap, says it will inject Ksh 150 million over the next year to expand production, refresh its product portfolio, and strengthen distribution channels across the country.
The announcement comes after the company launched a strategic review of its operations in Kenya, which had sparked speculation that it might follow other multinationals that have recently scaled down or closed shop.
In recent years, global giants such as Procter & Gamble, GlaxoSmithKline, and De La Rue have exited or reduced their manufacturing presence in Kenya, citing high operational costs and tough market conditions.
Managing Director Sekar Ramamoorthy said PZ Cussons remains firmly anchored in the Kenyan economy and has no plans to leave.
“We are not going anywhere, we are the oldest local soap manufacturers and the Kenyan market remains very key to us,” he said.
The company has unveiled a new growth strategy that focuses on innovation, increased production, and targeting younger consumers.
Speaking during the launch of a revamped Imperial Leather range, Ramamoorthy said the move is driven by evolving trends in personal care, particularly among Generation Z and Millennials aged below 35.
“Our research shows that consumers in this region under 35 years are adventurous with fragrance and personal care, consistently stretching their imagination and experimentation with new formats, favouring bold, differentiated scents and buying across online and modern retail channels,” he said.
Kenya’s beauty and personal care market is valued at about Sh20 billion and continues to post strong single-digit growth. PZ Cussons currently holds about 25 per cent of the local market, maintaining a dominant position in the soap and personal care segment.
Ramamoorthy said the company plans to increase its production capacity, roll out new pack sizes and fragrances, and strengthen its distribution network to reach a younger and more dynamic consumer base.
“The category we play in is increasingly becoming more nuanced, with differentiation leaning towards niche markets. We are opting to go for broader sections of the population, having recognised that they have more in common,” he said.
“PZ Cussons intends to grow here and has no plans to divest from the local market.”
He added that Kenya remains strategic to PZ Cussons’ African operations, with the region posting volume-led growth in both modern and general trade.
The company is investing heavily in consumer-facing innovation and expanding its distribution footprint to sustain long-term growth.
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