Multipro: A Selling and Distribution Company in the Food Industry in Ghana

Mahesh Shah, CEO at Multipro, presents the company and explains what are its main competitive advantages.

“We are a selling and distribution company. We create brands. We always try to get into niche categories where we can really make a product which is affordable for the masses, such as socioeconomic classes C1, C2, D, and E class. We want to give a quality product to them at an affordable price. That is who our target customer has always been. We want to be in a category which is very small and grow that category to become a leader in that category. We have been in noodles for the last twelve years. Normal traders in Africa generally have a very short-term approach, they make money and then get out; whereas, we have always had a long-term approach and we make a product that is good for the community. We plan to bring out more products which is good for the Ghanaian population. Traditionally, we have seen that people use their locally made products, which at times are not so hygienically prepared or packed. But, we want to assure the population at large that we will give them a product that is very nutritious and hygienically made”, says Mahesh Shah.

“Currently, we are in dry pasta, with noodles being one of the categories, under the brand of Indomie. We have set up our own manufacturing unit for Minimie pasta. We intend to start breakfast cereals with Kellogg’s being part of the group. Traditionally, Kellogg’s has always been available in 500g or 150g, big boxes, but we want to start offering smaller sachets which will be in the range of 1 to 1.5 cedis. C1,C2, D, or E socioeconomic classes have limited funds on hand and want to buy these types of brands, but because of the price or the size of the product pack, they cannot buy those products. Now, for 1-1.5 cedis to 2 cedis you can provide this nutritious food to your family. In other products, we have already started with a bleach called Hypo bleach. There, our USP is to offer the product in a small sachet which costs 50 pesewas. Traditionally, there are 1L, 900ml, 500ml bottles, but with this one time use size, you can wash your clothes. We want to give to the masses a product which is really affordable and that they can make use of”, he adds.

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