Twiga Expands FMCG Reach with Acquisition of Majority Stake in Three Kenyan Distributors
Kenyan agritech firm Twiga has significantly expanded its footprint in the fast-moving consumer goods (FMCG) sector through the strategic acquisition of a majority stake in three prominent FMCG distributors: Joseph Ngaari, Waylon Investments, and MyLucky Grocers. This move marks a major shift in Twiga’s go-to-market approach, aimed at enhancing control over product distribution and improving value delivery to vendors across Kenya.
Twiga’s decision comes after months of operational restructuring designed to streamline its distribution model. By absorbing these established distribution partners, the company is transitioning from its previous “Tech and Distribute” strategy to a more integrated “Access to Market” model, which takes full ownership of the FMCG sales and distribution chain. This evolution is set to unlock efficiency gains, lower costs, and strengthen Twiga’s route-to-market capability.
The combined entities distribute over 25 FMCG brands to more than 12,000 customers across the country, giving Twiga immediate access to a broader customer base and deeper market penetration. This network includes key accounts, neighborhood retailers, and mini-marts—a strategically vital segment in Kenya’s heavily fragmented retail landscape.
Twiga Co-Founder and CEO Peter Njonjo emphasized that the acquisition is a response to fast-changing consumer buying behaviors, particularly the shift toward value and convenience. The company’s shift to direct market access aligns with the growing demand for optimized last-mile delivery and pricing transparency in the FMCG sector.
Notably, the move also enables Twiga to build a profitable and scalable route-to-market platform capable of supporting both regional and international FMCG brands looking to establish or expand their presence in East Africa. By owning the last mile, Twiga aims to offer brand owners an efficient path to reach informal retail outlets while maintaining visibility and control over pricing and promotion strategies.
Twiga has indicated that this new structure provides a solid foundation to meet current demand while pursuing margin improvement and long-term sustainability in its operations. The integrated distribution model positions the company to better navigate the competitive FMCG environment and reinforce its role as a key partner for suppliers seeking market growth in Kenya’s retail ecosystem.