Multi-national company launches new tissue products into Nigerian market

dayo adesanya

May 24, 2017 6:40 PM

The launch of the new products coincides with the completion and launch of Hayat Kimya’s $100million ultra-modern factory in Agbara.

Hayat Kimya officially launched two new tissue brands into the Nigerian market today – Familia and Papia.

The launch held at the prestigious Eko hotel, Victoria Island Lagos on Wednesday, May 23, 2017.

The event was attended by dignitaries from Turkey and Nigeria such as founder and Chairman of Hayat Holding, Mr. Yahya Kigili, CEO of Hayat Kimya, Mr. Avni Kigili, Honorable Commissioner of Commerce & Industry, Ogun State, Otunba Bimbo Ashiru, and the MD Hayat Kimya Nigeria Ltd., Mr. Hakan Misri.

The Molfix diapers, global flagship baby diaper brand was launched in Nigeria in 2015. Molfix has been a verified success as it rapidly attained the position of strong number two brands in the diaper category despite the tightly contested market space.

The Institute for Government Research Leadership Technology also awarded the brand with “Best Baby Diaper of the Year” at the African Product Awards 2016. Indeed, Molfix has made both Consumers and Customers ‘Happy today, Happy tomorrow’ with its consistent high quality and availability.

Now, with the launch of these two high quality tissues brands, Papia and Familia, the company now has three products on offer in Nigeria. The launch of the new products coincides with the completion and launch of Hayat Kimya’s $100million ultra-modern factory in Agbara.

The largest tissue manufacturer of Africa, Middle East, and Eastern Europe with 420.000 tons capacity per year, Hayat Kimya introduced its luxury tissue brand Papia is introduced with high quality 3-ply toilet paper and kitchen towel.

Familia is positioned as a high quality but affordably priced family tissue. It contains no artificial whiteners, is full to the touch, and made of 100% pure cellulose. The unique composition of Hayat Kimya tissue brands makes them environment-friendly, such that it decomposes when disposed in water.

The product launch opened with a business meeting where Hayat Kimya’s trade partners were introduced to the new products followed by a photo and video session with Nollywood actress, Funke Akindele then rounded up with a Gala dinner night with a grand performance by Tubaba.

Mr. Hakan Misri, MD, Hayat Kimya Nigeria, briefly outlined the stages that culminated in the product launch. He went on to thank the various state and federal agencies which helped the company achieve this feat, while extolling the virtues of Hayat staff in Nigeria.

The Marketing Manager of Hayat Kimya Nigeria, Mrs. Roseline Abaraonye stated that in less than two years of Hayat Kimya’s presence in Nigeria, the company was able to attain the number two position in the diaper category with its flagship brand Molfix diapers.

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