Indian consumer products company Godrej has been pushing into Africa’s hair care market with four acquisitions in the last five years, putting it in a strategic position to compete with major western companies. The company sells hair colourants, hair extensions and soaps through brands such as Inecto, Renew, Tura and Darling, and according to Omar Momin, Executive Vice President, Mergers & Acquisitions and Business Development for Godrej Consumer Products, using local personal care brands to expand sales in Africa is a smart move. Markets are served by both local and foreign brands, but the most successful ones do not operate as foreign labels.
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