Distribution

WIN Industries is a Senegalese company founded in 2012, specializing in the production and marketing of mineral water in several bottle formats through the "O' Royal" brand. From the outset, WIN's mission has been to provide access to spring water for all. One of the company's innovations was the launch of a 30cl format, at the symbolic price of 100 FCFA (€0.15), at a time when bottled water was still reserved for the more affluent. 

Today, Win has expanded its offer to include more eco-friendly formats, including a reusable 19L bottle.

WIN Industries is planning a partial migration to medium and large bottle sizes to minimize the plastic/liter of water ratio while still offering affordable prices, and will implement a plastic bottle recycling scheme in neighborhoods.

The entrepreneur

The project is led by a dynamic and experienced entrepreneur, Khady Cissé DIOP.  

Khady Cissé Diop has 15 years' experience in the telecoms sector, notably with Ericsson and TIGO (operator now Free) as account manager and then sales and distribution director. She co-founded Baraka in 2013, the 1st distributor of telecom products for TIGO in Senegal, which she managed for 3 years. She became CEO of Win Industries in 2016. Khady has strong commercial skills and is well versed in distribution thanks to her experience at Baraka. 

Partnership with I&P

I&P, through the I&P Afrique Entrepreneurs 2 (IPAE 2) fund, has chosen to invest in WIN INDUSTRIES in order to support the company's consolidation and growth ambitions, while lending a helping hand on operational, governance and expansion issues. As an impact fund, IPAE 2 is also committed to supporting the growth of an eco-responsible industrial company that is equally aware of the economic, social and environmental issues involved.

"In this new stage of its development, we needed a partner with definite added value. I&P's solid reputation, experience and expertise in similar sectors in Africa were the reasons for choosing Win Industries. With I&P, and thanks to better governance of the Company, Win Industries hopes to ensure the long-term future of its brand and conquer the national and sub-regional market." Khady Cissé DIOP 

Expected impact

• Improving access to drinking water (SDG 6) 
• Support for women's entrepreneurship 
• Job creation 
• Improving CSR practicesa

NoMAD (Le Nouveau Modèle Africain de Distribution), imports goods and offers a wholesale self-service to professionals in Benin. Nomad is now the main provider for traditional groceries and local minimarkets. In 2008, Nomad signed a master-franchise agreement with the French distribution group Casino. Since then, it undertakes the brand implementation in local stores in Benin. Nomad found its place in a market shared between family monopoles destined to the upper-class and the expatriates on one hand and informal corner shops on the other.

THE ENTREPRENEUR

Adedogni Abimbola degreed from Toulouse Business School. After a senior executive career at Decathlon, he projected to develop a distribution chain linking the foreign brands to the African market, wishing to respond to the middle class growing demand in the sub region.

I&P Partnership

I&P is committed alongside Nomad to:

• Invest in the communication of the Casino brand

• Enable it to equip itself with a performing computer system

• Help it to get financial managing tools allowing an effective follow-up of the activity

Impacts

• Number of jobs created: 25

• Local distribution chain