Welcome to The Pulse by Kasi - a weekly newsletter on what Africans think, want and do, in real time.
From cautious consumers to climate-conscious citizens, African markets are shifting fast—and CEOs, banks, and brands need to keep up.
✅ Consumer Confidence Crash: African CEOs must lead the comeback as optimism plunges.
🍷 Kenyan Alcohol Trends: It’s not about drinking more—it’s about drinking smarter.
🏦 Banking in Transition: Retail banking in Kenya and Tanzania must balance trust, tech, and education.
🌍 Climate & Culture: Ghanaian consumers demand real sustainability, while Gen Z Ivorians are redefining fairness in finance and relationships.
💡 The signal is clear: No growth without confidence—and no strategy without empathy.
Bisleri International, India’s most iconic bottled water brand, is making a bold move into African markets as part of its international growth strategy. The company has partnered with Dubai-based Apparel Group to lead its manufacturing, marketing, and distribution efforts across the Middle East and Africa, with the UAE rollout starting in 2025 and African markets next in line.
This move marks Bisleri’s first major international push into the region, targeting rising demand for safe, high-quality beverages amid growing urban populations.
Through its partnership with Apparel Group, a retail powerhouse with strong local infrastructure, Bisleri aims to localize production and scale efficiently without building operations from scratch. This “asset-light” approach mirrors recent moves by other global FMCG brands expanding in Africa.
Africa’s beverage industry, long dominated by players like Coca-Cola, Pepsi, and local bottled water brands, is ripe for innovation and premium positioning. Bisleri’s entry adds competition and consumer choice, while signaling Africa’s growing importance in the global beverage supply chain.
As the continent’s population and consumption grow, so will its role in the strategies of global FMCG players.
Retail & FMCG
📉📊 Consumer confidence in Africa has dropped from 26 to 12 in just over a year, showing rising financial pressure and shrinking optimism. 💡 CEOs must step up to rebuild trust, create value, and guide recovery through data and action.
🍷🍺 Kenyans are drinking less often but with more intention. Gen Z and women are driving a shift toward lifestyle-led choices, favoring wine, vodka, and bitters over routine beer. It’s no longer just about what you drink. It’s about why, when, and with whom.
Finance & Banking
Retail banking in Kenya is shifting as consumers seek more than access, they want confidence, stability, and support 💡 trust in traditional banks is rising 🏦 but financial stress remains high and digital platforms are under pressure.
💰📊 Navigating Tanzania's Financial Landscape: Insights from Kasi Insight's Survey! Discover how rising costs and economic optimism shape consumer behavior and what it means for banks.
Development & Impact
Most Ghanaians believe businesses are not doing enough on climate, with middle and low-income groups most dissatisfied. Consumers expect action through sustainable products, clean technology, and stronger climate advocacy.
In Ivory Coast, financial fairness remains a challenge, with Gen Z the least satisfied. Traditional gender roles still shape responsibilities, but younger generations are starting to push back.
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Kasi CEO gave a presentation at Kasi CMO Breakfast for Marketing Executives - Watch and Comment
