LG tries its hand in local diapers market
Mr Muhindi during the launch of the diaper brand in Nairobi. Photo/HEZREON NJOREGE
What you need to know:
- Electronics dealer appoints Kenyan firm to distribute product in Nairobi and Coast
Electronics firm LG has made a foray into the household markets in Kenya. It will now be bringing in its diapers brand.
The product is manufactured by LG Household & Health Care Company based in South Korea.
The firm has appointed local business outfit Adonai Enterprises Ltd to champion its market penetration of the product.
“We are happy that the renowned company settled on us to spearhead its interests in household and healthcare in Kenya and the larger East African,” Mr Sadat Muhindi the managing director of the firm told the Saturday Nation.
Currently, Procter and Gamble, makers of the Pampers brand of disposable baby diapers are the major players in Kenya. However, there are other alternatives in the market that have found their way in illegally.
According to Mr Muhindi, the product christened Maman has been in the market for over 12 years and enjoys good command in Asian market. It is this success that the company hopes to replicate locally riding on the LG brand name.
“LG is a trusted brand and this, therefore, gives us an edge against our other competitors in this market. We are selling the product on a line that try and if you don’t like it, leave it,” explained Mr Muhindi.
With the infiltration of numerous brands of fake diapers and counterfeits, the company says that it has undergone all bureau required testing and received approval. This now puts it in direct competition with P&G, which is more of a household name in Kenya.
The entry could likely lead to a price war between the brands as they try to take control of the baby care products market that has been growing in Kenya. This will also trickle down to packaging with Maman promising to offer more.
“The diaper can hold up to 1.5 litres of water for several hours without leaking. Lab tests indicate this can be up to about 48 hours making it more economical to mothers,” added Mr Muhindi during the interview.
Already, the company has subcontracted dealers and supermarkets to sell the product in Nairobi and Mombasa before it is rolled out to other towns.
