KENYA- Discounter supermarket chain Jaza Limited has opened two new outlets in Nairobi’s Athi River and Mirema Drive estates as part of its belligerent expansion strategy.
They will be the discounter chain’s 11th and 12th outlets since its establishment in December 2023. Jaza Limited has also announced plans to open its 13th outlet in Karinde, located at Karen End Mall next to Shell Petrol station along Dagoretti Road.
The chain expressed excitement and optimism following the launch of the two new stores, reiterating its commitment to offering the best possible deals to customers.
Willy Kimani, Founder and Director of Jaza Limited, said, “Supermarket is thrilled to announce the continuous expansion in the retail industry. This ambitious expansion plan includes the opening of several new locations across the region notably, Mirema and Greatwall Athi river just to mention but a few.”
The chain’s first store opened in Nairobi’s Buru Buru Estate, with subsequent stores opened in Gachie, Kayole, Githurai 44, Embakassi and Chokaa estates.
According to the company’s founder, the chain’s strategy is focusing on suburbs and outlying estates, which are not necessarily well-served by the big supermarket chains.
This strategy is intended to appeal to customers through offering the convenience of providing access in residential areas, while at the same time giving customers more affordable pricing options.
“The launch of Jaza outlets 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 and shopping malls and offering convenience while serving residential areas,” Kimani added.
Although Kenya’s FMCG market has experienced significant, exponential growth in the past few years, it is characterized by intense competition and currently faces inflation challenges that have translated to price increases.
Trendtype, a London-based market analysis firm, commented, “The growth and premiumisation of the modern trade – driven by Carrefour, Naivas, and Chandarana – as well as the economic pressures, has opened up a gap for smaller format stores focusing on a more basic range, and with a clear target audience of less well-off consumers.”
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