Nura Kemis 
Former Naivas Supermarkets Chief Commercial Officer, Willy Kimani launched a new retail concept of hard discounted stores targeting the mass market in what is aimed at helping households cope with the tough economic times.
Jaza outlet will be the first branch to be strategically located at Buruburu Estate to serve the expansive residential area of Eastlands, Nairobi.
The new outlet will stock a wide range of commodities including dry foods, personal care products and essential household items, as well as a variety of beverages affordably tailored for the region’s diverse customer base.
Speaking when opening the new retail outlet, Jaza Founder Willy Kimani said: “I saw an opportunity in the general trade market and came up with a concept set to offer consumers everyday affordable pricing considering the current macroeconomic situation.
As a business, this branch opening marks the kick-off of the retailer’s expansion plans.”
“We are set to open doors for 5 more branches ahead of the Christmas festivities; two outlets in Kayole Estate, one outlet in Githurai 44, Gachie, Chokaa Embakasi area and more outlets in 2024.
The launch of Jaza outlet is a very strategic and calculated business move supported by market research and data to ensure that wherever the business sets up shop, there is a ready market.
We are moving away from the supermarkets in shopping malls and offering convenience while serving residential areas,” concluded Willy Kimani.
The market for fast-moving consumer goods (FMCG) has been growing rapidly with the focus being on food and non-alcoholic beverages, personal care products, and household items.
This sub-sector is characterized by intense competition, with players competing on price and product innovation.
The sector is heavily dependent on imports, which explains the current spike in prices owing to the depreciation of the Shilling and disruption of the global supply chain due to the Russia-Ukraine war.
However, there are efforts by the government to increase local production of most of these items, especially agricultural produce.
The reduction on imports will help the country make vital savings on foreign exchange reserves, which have been dwindling.
The Government initiatives include supporting local manufacturers and increasing access to finance for small and medium-sized enterprises.
The retail industry is expected to continue growing in the coming years, driven by a young population and a growing middle class.
