Kenyan businesswoman Mary Ann Musangi’s Haco Industries is set to launch in Ghana by the end of April, marking a significant expansion into West Africa.
The company will enter the Ghanaian market through a joint venture with a local firm, adopting a lean model that avoids building new factories.
Instead, the Ghanaian partner will provide production capacity, while Haco supplies raw materials manufactured in Kenya.
Haco Industries, known for its personal care and home care products, aims to build an Africa-wide business, not just a sales footprint.
The company’s strategy focuses on sourcing and processing African raw materials, promoting backward integration.
Musangi emphasized that Haco sources natural oils from within Africa, including argan oil and jojoba from North Africa, shea butter from Ghana and Uganda, and cocoa butter.
This move comes as manufacturers seek growth beyond their home markets, where price competition is stiff and distribution costs are rising.
Ghana offers access to a large consumer base and a gateway into neighboring markets, while Kenya remains a base for product development and sourcing.
