Kenyan enterprise MWINGI is on a mission to construct the most extensive network of interconnected trading outlets, known as “MWINGI Shops,” with the aim of becoming the primary supplier for both its franchisees and other local merchants within the region.
Since its inception in October 2014, MWINGI has been pioneering a wholesale aggregation model that capitalizes on distribution costs to establish a lucrative trade network, particularly in remote rural areas. The company’s strategy is centered on supplying the most vital food and beverage items, along with a selection of solar products, through a technology-driven supply chain and an efficient last-mile distribution system.
To support the franchisees, MWINGI pre-finances the inventory for each MWINGI shopkeeper and provides them with an exclusive, straightforward, and effective point of sale system and enterprise resource planning (ERP) software. This technology not only curtails fraud but also ensures the smooth operation of the franchisee’s business.
At present, MWINGI oversees 142 franchise retail shops, all managed by women from the local communities, which in turn cater to an additional 2,500 independent retailers.
Manuela Raith, co-founder and managing partner of MWINGI, outlined the company’s vision: “Our primary customers are rural farmers and pastoralists who lack consistent access to essential food and beverage products. With plans to expand to 2,000 shops within the next five years, MWINGI is set to become a dominant retail chain for these products in Kenya and across the African continent.”
Backed by venture capital investors, particularly those with an impact-driven focus, MWINGI is currently active in six Kenyan counties and has aspirations to broaden its reach to all counties in Kenya and eventually to other African nations. “Our next milestone is the establishment of 2,000 shops in Kenya,” Raith added.
The local communities, including influential figures such as village chiefs, priests, and teachers, welcome the opening of a MWINGI shop, recognizing the company’s ability to satisfy community demand and provide products at fair prices.
MWINGI generates revenue through sales made in its shops and to other retailers. Raith disclosed that to date, the company’s sales have reached approximately US$1 million. With this growth trajectory, MWINGI is not only expanding its retail footprint but also playing a significant role in the economic development of rural communities across Africa.
