Singaporean firm capitalises on Africa’s home appliances market

Voracious demand for home appliances from Africa’s rising middle class is attracting Singaporean exporters such as Newmatic.

After a promotion, Grace Mutai, a 32-year-old marketing professional in Nairobi, planned a kitchen revamp. She chose a modern, modular design from Newmatic, featuring a fan-vented cooker to dispel food odours. Her selection is emblematic of Kenya’s growing appetite for high-end home appliances – a trend that the Singaporean firm, Newmatic, has been quick to capitalise on.