Sumet is a forward-thinking African business that uses innovation and technology to create distribution channels, helping brands and products easily enter new markets. We create products tailored to African tastes while supporting local communities. Our mission is to reimagine African FMCG markets and uplift communities by building tech-driven solutions that simplify market entry for new brands, fill critical market gaps, empower livelihoods, and create lasting value for all stakeholders.
A Vision Rooted in Tanzania
Our journey began in Tanzania in 2022, where we identified an urgent need to unlock the potential of informal markets. These markets, vital to the livelihoods of millions, often faced systemic inefficiencies that stifled growth. We set out to transform the way suppliers and local retailers connect, tackling challenges such as credit risks, and resource-heavy processes. As we grew, we identified a deeper, emerging challenge of new brand introduction: high costs and very high failure rate. This inspired us to develop a streamlined, tech-based distribution model—a solution that reduces costs, eliminates barriers, and ensures efficient access to consumers, creating value for all stakeholders.
2024 Laying the Groundwork for Success
To accelerate Sumet’s momentum, founder Hazem Afify, a seasoned entrepreneur with deep expertise in both technology and supply chain operations, laid the groundwork for the company in Tanzania by developing a clear strategic vision, securing key partnerships, and validating market demand. With a track record of driving innovation and scaling businesses across diverse markets, he recognized the need to build a founding team that could amplify Sumet’s impact. In 2024, Abdallah Omar, bringing more than 20 years of experience in commercial growth, joined to drive market expansion, while Mahmoud Tawfik, with 19 years of experience in technology, brought the technical expertise to turn ambitious ideas into scalable solutions.Our impact is reflected in these results:
- 3X team growth
- Presence across all 26 regions of mainland Tanzania
- Over 6,500 active customers
- 15X growth since Quarter 2 in 2023
- Positioned our insecticide brand Expido as one of Tanzania’s top three insecticide companies
Beyond these achievements, we have strengthened our foundation by establishing our new headquarters and optimizing our organizational structure. Looking ahead to early 2025, we are preparing to launch a complete product range under the Expido brand while also introducing new brands designed to fill key market gaps and capitalize on high-growth opportunities.
Our vision and impact
In this company we measure success not just in growth metrics, but in meaningful impact across communities. Every solution we develop, with insights from predictive analytics to building robust distribution networks, serves a dual purpose: empowering local entrepreneurs while building an ecosystem where businesses thrive and communities prosper.
As we advance into 2025, we remain committed to this vision of shared prosperity, working alongside our partners, investors, customers, and dedicated team to redefine what’s possible in Africa’s future.
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