…branded as ‘Blue Label’ to reflect quality, value and reliability
Regional retailer Nakumatt Holdings has
extended a much-needed lifeline for local consumer products manufacturers’ with
the launch of a range of retail products under its private label.
The products, which will be progressively
introduced on Nakumatt Shelves and branded as Nakumatt Blue Label, are geared
at providing the retailer’s shoppers with a range of quality, value for money
products.
Benchmarked, against leading brands in the
respective categories, all Nakumatt Blue Label products are priced fairly to
provide more value for money to shoppers. The products are distinctively
branded with an iconic blue band to reflect Nakumatt’s commitment to deliver quality
and reliable products.
The range of products developed following a 12
month Research and Development (R&D) process by the retailer are
manufactured in full compliance to local quality standards as outlined by the
Kenya Bureau of Standards (KEBS).
Already, Nakumatt Blue Label products
including: Household Cleaners (Bleach, Scouring Powder, Disinfectants, Window
and tile cleaners), Sugar, Wheat flour (home baking, self-raising, whole meal
and Atta), maize flour and selected grains are now available on Nakumatt
shelves regionally.
Nakumatt Holdings, Managing Director Mr Atul
Shah, speaking when he confirmed the introduction of the Nakumatt Blue Label
range of products, said that the firm’s Kshs 200million venture into private
label brands would be driven through a contract-manufacturing model.
The manufacturers retained by Nakumatt have
been selected from a panel of Industrialists with proven experience in contract
manufacturing for multinational and local Fast Moving Consumer Goods (FMCG)
marketers.
Riding on a 'Trusted Quality at Real
Value' brand promise, Shah
explained that Nakumatt has fast tracked the launch of its private label
products as part of a commitment to support local industrialization efforts
while providing a lifeline for local manufacturers.
“As a regional retailer, we have in the last
few years watched helplessly as local manufacturers’ are driven out of business
through rising imports of hitherto locally produced goods due to the overall
high cost of production for most multinationals locally,” Shah explained.
In addition, “In the spirit of aligning our
corporate goals to Vision 2030 ideals, we are keen to develop a wide range of
Nakumatt Blue Label products locally manufactured and benchmarked against
global standards.”
The Nakumatt Team Leader further assured that
the firm will strictly monitor adherence to quality standards and proper
manufacturing processes using local and international quality audit firms.
Compared to industrial giants such as Egypt and
South Africa, Kenyan leading multinational manufacturers have been forced to
cut their local production preferring to import finished products due to the
high cost of local production.
The move by multinational firms to suspend
local manufacturing has in turn occasioned job losses and stagnated industrial
growth.
However, with the launch of Nakumatt Blue Label
products, Nakumatt Holdings is strategically reaching out to local small and
large manufacturers providing them with an alternative
opportunity to manufacture and retail quality products under its brand name.
“At Nakumatt, we consider this to be a win-win
opportunity for local manufactures to raise their production capacities while
extending quality, value for money products to our discerning customers,” shah
pointed out.
In coming months, Nakumatt also plans to unveil
a line of spring water, ready to eat snacks, detergents and spices among many
other products under its Nakumatt Blue Label brand.
Nakumatt, is also in talks with a number of Ugandan,
Rwandan and Tanzanian manufacturers to provide a regional manufacturing and
retail platform for products’ from the East Africa region including Rwandan
coffee.
Nakumatt, Shah further disclosed will also be
venturing into specialty cosmetic sales and lifestyle sales for global brands
such as Revlon, Skechers and Clarks footwear.
Globally, leading retailers are increasingly
venturing into private label sales that account for more than 20% of their
retail sales as value-seeking consumers increasingly continue to cast their
brand preference nets wider.
International retailers such as Wal-Mart and
Tesco are estimated to be stocking about 40% and 50% of private brands in their
respective stores.
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