Kifaru and Farasi matchboxes is one of the most popular brands in the Kenyan and East African markets. These top brands of wooden matches are manufactured by Match Masters Limited (MML), which is owned by Kushal Shah.
Shah currently serves as MML managing director.
He took over the position in August 1998 when the Company’s journey began in 1998 with a small operation on Magana Road, Kikuyu, Nairobi.
The Company consisted of a very basic match manufacturing plant, a tiny office and one distribution van.
“At the time, the challenges of running a match manufacturing business were many: we were the smallest manufacturer, competing with much more established brands, had limited presence due to market access in some regions only and limited technology,” says the Company.
Shah is an alumnus of Manchester Metropolitan University, where he studied between 1990 and 1994.
How Kushal Shah Has Guided MML to Success
In 2000, Match Masters Limited made its first major investment in advanced match manufacturing machinery and launched its flagship brand, Rhino — later also known as Kifaru.
The Company made significant investments over the following 5 years to establish Rhino/Kifaru as the leading brand nationwide.
A similar focus was placed on Farasi to make it the leading wax brand of choice.
Major focus and investment were channeled to quality formulation and innovation, both in its products and technology.
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Other Brands
In 2003, a new and innovative product category of 60-stick matchboxes was launched as Rhino Kubwa (Big), offering the consumer more choice and value for money.
The product was received positively in the regional market, and Rhino/Kifaru Kubwa became the choice of consumers in this category.
Other regional brands, Flora and Paka, were launched during this period.
This was to offer the consumer more choice once again and grow the Company’s portfolio of brands.
Export Markets
In 2005, MML started pursuing various export markets with its leading presence in the local market.
MML established its leadership in Tanzania using similar principles adopted in Kenya.
It had a flagship brand of Kasuku, which has become the leading brand of choice in the country.
In 2012, the Company’s second brand of Tinga was launched in Tanzania.
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Growth, Machinery and Employees
The company has also experienced unprecedented growth, acquiring larger, more modern machinery, more skilled staff, extra office space, equipment and systems.
“Despite various challenges and a highly competitive marketplace, the brands have established leadership position in their respective markets,” MML explains.
It currently has over 500 employees and a fleet of over 20 vehicles to service the whole of the East African region.
It has one of the largest networks of distributors, ensuring the availability of its brands to consumers across the region.
“The MML team has been, and still is, at the forefront of innovation and exceptional quality and service delivery, which has propelled the company to become one of the leading manufacturers of wooden and wax safety matches in Africa,” the Company adds.
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