the market


  • 30% of drugs in East Africa are counterfeit or have substandard active ingredients.
  • Consumers demand expensive branded drugs because generics are not trusted.
  • Consumers pay higher prices because inefficient free-standing stores dominate the market.
  • Under 2,800 pharmacists work in Kenya, far below the estimated 8,000 required with little on-the-job training to promote the profession or ensure quality.


In 2010 East Africa was home to over 300M people, where consumer spend is expected to grow to $150B in 2020. Despite the rapid rise of purchasing power, consumers at all levels of the economic pyramid lack access to quality, affordable medicines in East Africa. Kenya is the regional leader and an excellent launching pad for a regional brand.