Tanzanian fast-moving consumer goods (FMCG) startup Sumet is transforming how brands and products enter new markets by using technology to create efficient distribution channels that facilitate brand penetration and expansion across Tanzania and Africa.
Founded in 2022 by Hazem Afify with a vision to improve the connection between suppliers and retailers in Africa, Sumet was initially focused on traditional distribution, but quickly recognised the need to evolve the model to address the complexities of market entry, particularly for new brands.
The startup then pivoted its approach to leverage tech-driven solutions for more cost-effective brand penetration, reduced credit risk, and increased margins. Sumet makes market entry smoother for brands, ensuring their products can thrive while positively impacting local economies.
“Our flagship brand, Expido, is redefining the insecticide market in Tanzania with its unique, fragrance-enhanced formulas. Available in Green Tea, Lemon, and Orange, Expido provides effective protection against harmful insects, such as malaria vectors, while offering a refreshing experience. Proudly homegrown, Expido is designed to be both affordable and accessible for Tanzanian families. In addition to Expido, we have other exciting brands coming soon,” Afify said.
This year Sumet is also building a mobile retailer app that connects distributors with end consumers. This platform will enable fast and cost-effective product penetration, ensuring that new, tailored products can quickly reach African markets and fill FMCG gaps.
“Sumet was founded to solve critical inefficiencies in Africa’s FMCG distribution landscape, particularly in informal markets. We identified key challenges that hinder both brands and retailers from thriving,” Afify said.
Those challenges include inconsistent product supply, high barriers for brand entry, and inefficient, manual processes.
The startup recently closed a US$1.5 million pre-seed funding round to drive its expansion across key strategic areas, to ensure it follows up on a success 2024 in which it saw strong growth and expansion, including a significant increase in team size and a strong presence across every region of mainland Tanzania.
“We saw a substantial rise in active customers and achieved impressive growth. We successfully positioned our insecticide brand, Expido, as one of the leading players in Tanzania’s insecticide market. Beyond these accomplishments, the company laid a solid foundation for the future by establishing its new headquarters and optimising its organisational structure,” Afify said.
Looking ahead, Sumet is preparing to launch a complete product range under the Expido brand in early 2025, along with introducing new brands designed to fill key market gaps and capitalise on high growth potential.
“The uptake has been positive, with strong support from retail partners and growing consumer demand,” Afify said, adding that the startup was looking to expand into other African countries. Sumet generates revenue through a markup on the landing costs of products, ensuring a good margin between what it pays for goods and the price at which it sells them to retailers.
“This model allows us to maintain profitability while keeping products affordable for consumers. So far, we’ve successfully generated over US$1 million in revenue, demonstrating solid market traction and a sustainable business model,” said Afify.
