At Godrej Consumer Products, we are making our largest investment outside of India, in Africa. Africa contributes 31% of our revenues from international businesses; with annualised revenues of USD 200 million. We now have a growing business presence in South Africa, Mozambique, Nigeria, Kenya, Ghana, Uganda, Tanzania and Angola in the hair extensions, hair cosmetics, hair colours, household insecticides and personal wash categories.
In 2006, we made our foray into Africa with the acquisition of the Rapidol hair care business. Today, Godrej South Africa as it is called, is a leading hair care company. Our products are available in over 16 countries in Africa. In fact, it would be rare to find a household in Africa, which has not been touched by our brands.
We have exciting and ambitious plans of being a dominant player in both the Ethnic and Caucasian segments in Africa. Our flagship brand, Inecto’s permanent hair colour, is the market leader in ethnic hair care and has been offering African women up to 100% grey coverage for over 60 years now. Our Inecto Superblack guaranteed permanent hair colour, is the number one selling SKU in the African ethnic hair industry.
Building on this, we added Kinky, a leading brand in dry hair, to our portfolio in 2008. In 2010, we acquired Tura, a prominent beauty brand.
In 2011, we entered into a partnership with Darling Group Holdings, a leading pan-African hair care company, and acquired a 51% stake in the business. Darling, which has operations in 14 countries across Africa, is a market leader in hair extension products; a category which it has pioneered in the continent, with a comprehensive presence across West, East and South Africa. Our plan is to gradually acquire the remaining stake over the next five years.
The Darling brand stands for beauty and is an enabler for every African woman to transform the way she looks. It has tremendous affinity with salons and is the preferred brand for stylists across Africa. Darling enjoys market leadership in most of the countries that it operates in and dominates the landscape in East Africa, where it has been consistently ranked a ‘Superbrand’. We manufacture locally and our products are used by over 100 million African consumers.
To further consolidate our leadership position in South Africa, we acquired Frika, which enjoys a premium positioning in the South African hair care industry, in 2015.
Establishing a strong foothold in Africa is a key part of the Godrej Consumer Products strategy, both in terms of business size today, as well as potential for the future. We are convinced about the tremendous potential that Africa offers; it has one of the fastest growing consumer markets in the world, with a young population. This provides tremendous opportunities for both driving penetration and increasing consumption across our core categories. Our hair care and hair extension businesses are performing well and we have learnt a lot about what it takes to be successful in the region. We also believe that these can, over time, provide a strong distribution and marketing platform for taking other home and personal care products from the Godrej portfolio to the African consumer.