Toilet paper lifts a manufacturer to super brand status

Chandaria Industries has been awarded Superbrands status for its sustained growth and regional expansion.

To be named a Superbrands, brands must satisfy brand recognition targets in independent consumer surveys.

“What makes this particularly special for Chandaria Industries is that 100 per cent of our products are manufactured in Kenya, creating Kenyan jobs and earnings as we have moved to market dominance across East Africa, and continue to build our brand position throughout Central and even southern Africa,” said Chandaria Industries Group CEO, Darshan Chandaria.

“The Kenyan business environment and constant attention to upgrading quality and regional expansion is now paying off with emerging brand leadership for Kenyan national brands Africa-wide,” said Darshan.

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The company now supplies 12 African countries with at least three product categories. It is the market leader across East Africa in sanitary items such as toilet and napkin tissues and kitchen towels.

“The ongoing expansion of Kenyan companies and brands across the continent is vital in driving up the county’s export earnings, and underpinning the stability of the shilling for everyone, with the rise of manufacturing export earnings, built on high quality brands, key to our economic success as a nation,” noted Darshan.

Chandaria Industries’ export earnings have risen steadily in the last five years, now accounting for as much as a fifth of it’s sales. “The focus on regional sales also provides a buffer for producers, ensuring ongoing jobs and income through the economic cycles in any one national market.”

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Chandaria Industries’ brands, which span tissues and personal hygiene products, are also market leaders in Kenya, Uganda and Tanzania. The company has also expanded its flagship brand, Velvex, to include toilet paper, cotton wool and toilet cleaner. Recently, it launched the Velvex high absorbency kitchen towels.

The expansion of both its product range and regional markets has been accompanied by a strategy of running multiple brands in the same product category to ensure market access and affordability for different categories of consumers. The brands include Nice & Soft, Toilex, Rosy, Dawn Pekee, Qik Dri, Royale, Safari and Nyati brands.

Chandaria Industries recently entered into Malawian market.

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FRANCIS MULI
FRANCIS MULIhttp://www.businesstoday.co.ke
Editor and writer, Francis Muli has a passion for human interest stories. He holds a BSc in Communication and Journalism from Moi University and has worked for various organisations including Kenya Television Service. Email:[email protected]

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