Kwely, a Senegalese startup that aims to bring high-quality African-made products to the global market, has recently secured funding from Fuzé, a venture capital arm of the leading investment group Digital Africa.
This significant step forward will empower Kwely to connect local suppliers with international buyers and redefine global perceptions of African products.
Kwely operates as a B2B wholesale distribution network, not only to showcase the best of Africa but also to place these products in major retail outlets, hotels, airports, and speciality stores worldwide.
Beyond distribution, Kwely actively supports local production. In 2021, they launched the TEKKI Challenge, which helped ten Senegalese food and cosmetics companies enhance their branding, packaging, and market access.
With the support of Digital Africa and Fuzé, Kwely is poised to make a significant impact on the global e-commerce landscape and bring the richness of African products to a wider audience around the world. This investment reflects the growing interest in African-made goods and highlights Kwely’s innovative approach to supporting local artisans and businesses.
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A vision to change the narrative of Africa
Kwely’s founder and CEO, Fatoumata Ba, is a passionate entrepreneur who believes in the potential of Africa and its products. She says that Kwely’s mission is to change the narrative of Africa and show the world that the continent is not only a source of raw materials but also a producer of high-quality and diverse products.
“We want to create a platform that showcases the best of Africa, from food to cosmetics to fashion. We want to tell the stories behind these products, the people who make them, the culture that inspires them, and the impact that they have on the environment and society. We want to challenge the stereotypes and prejudices that often surround African products and show that they are not inferior or cheap, but rather valuable and unique,” she says.
Ba adds that Kwely is not only a business but also a social enterprise that aims to empower local producers and create jobs and opportunities for the youth. She says that Kwely works closely with its suppliers to ensure that they meet the highest standards of quality, sustainability, and ethics. She also says that Kwely provides training, mentoring, and access to markets for its suppliers, especially for women and young entrepreneurs.
“We believe that by supporting local production, we are contributing to the development of Africa and its people. We are creating a positive impact on the environment, the economy, and society. We are also creating a sense of pride and identity for African producers and consumers. We want to inspire the next generation of African entrepreneurs and innovators,” she says.
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A future to expand and scale
Kwely’s investment comes at a time when the demand for African products is increasing, both within and outside the continent. According to a report by the African Development Bank, the African consumer market is expected to reach $2.1 trillion by 2025, driven by a growing middle class, urbanization, and digitalization. Moreover, the African Continental Free Trade Area (AfCFTA), which came into effect in January 2021, is expected to boost intra-African trade and create new opportunities for African businesses.
Kwely plans to use the investment to expand its product portfolio, grow its customer base, and scale its operations. The startup currently operates in Senegal and Ivory Coast, but it plans to enter new markets such as Ghana, Nigeria, Kenya, and South Africa. Kwely also plans to diversify its product categories, adding more products from different sectors such as fashion, home decor, and art. Kwely also plans to leverage technology and data to optimise its supply chain, improve its customer experience, and increase its efficiency and profitability.
Kwely’s ambition is to become the leading platform for African products in the world and to create a global community of African lovers and supporters. Ba says that Kwely’s vision is to make African products accessible, affordable, and attractive to everyone, regardless of their location, background, or preference.
“We want to make Kwely the go-to destination for anyone who wants to discover, buy, or sell African products. We want to create a movement that celebrates and promotes African products and culture. We want to make Kwely a symbol of African excellence and innovation,” she says.