Africa's vibrant consumer market is witnessing a quiet revolution in maternal and child care products, with Chinese brand Softcare emerging as an unlikely market leader through localized strategies and deep distribution networks.
A Steel Executive's Pivot to Consumer Goods
The story begins in the 1990s when Shen Yanchang, working at a Nigerian steel company, recognized Africa's untapped potential. After facilitating a successful trade deal for Nigerian suppliers, Shen established Senda Group in Guangzhou in 1999, exporting construction materials to Africa as one of China's earliest entrants into the market.
Facing shrinking margins in traditional exports by 2004, Senda made a strategic shift—establishing local subsidiaries across Africa and building a direct-to-retailer distribution network that bypassed traditional Indian intermediaries. This grassroots approach proved crucial when urbanization accelerated in 2009, creating explosive demand for daily necessities that Senda met through local manufacturing.
The Rise of Softcare
In 2023, Senda spun off Softcare as a dedicated maternal and child care brand, leveraging its established supply chains to capture 20% of Africa's diaper market and 14% of sanitary napkin sales within its first year. The brand's June 2025 recognition as Kenya's most popular personal care brand by Brand Africa validated its market positioning.
Unlike multinational competitors focusing on urban centers, Softcare adopted an unconventional distribution model—using motorcycles and small trucks to reach remote villages. By 2024, the company had established 18 branches across Africa, Latin America, and Central Asia, serving over 2,500 retail outlets in 30 countries.
Multi-Brand Strategy and Localization
Softcare's product strategy mirrors its distribution innovation. The flagship brand targets urban middle-class consumers, while sub-brands Maya and Cuettie cater to price-sensitive segments. Local manufacturing enables rapid customization—adjusting product sizes and packaging faster than import-dependent competitors can respond to market shifts.
Africa's Baby Care Boom
With Africa's diaper market penetration at just 22.7% in 2023—compared to over 70% in developed markets—Frost & Sullivan projects the continent's baby care sector will exceed $5.2 billion by 2028. This growth, fueled by young demographics and rising urbanization, presents opportunities for brands willing to invest in localized operations.
Softcare's journey illustrates how deep market understanding, adaptive distribution, and product localization can unlock Africa's consumer potential. As competition intensifies, early movers with entrenched brand recognition may secure lasting advantages in this emerging frontier.