Sunda International

What Sunda International does

Sunda International is a privately held Chinese-founded multinational that designs, manufactures and distributes consumer products in emerging markets, primarily across Africa, with a recent entry into Latin America. Founded in 2004 in Guangzhou, the group operates through wholly-owned subsidiaries in twelve African countries (Ghana, Côte d'Ivoire, Kenya, Uganda, Senegal, Tanzania, Zambia, Nigeria, Cameroon, Benin, Burkina Faso, Guinea) plus Peru, and runs 32 overseas factories with more than 24,000 employees.

The company's product portfolio spans three business units. Building Materials—its oldest and largest segment—covers ceramic tiles (Twyford brand), sanitary ware (toilets, washbasins), door systems and PVC panels, manufactured locally in Kenya, Ghana, Tanzania and Senegal using high-temperature kiln processes (1260°C firing for sanitary ware). The FMCG unit (established 2008) produces washing powder, soap, hand sanitizer, diapers, sanitary pads and wet wipes for mass-market distribution. The Hardware & Household unit (established 2013) supplies steel, farm tools, daily necessities and small appliances including LEDs, batteries, kettles, blenders and rice cookers.

Sunda's business model is vertically integrated local manufacturing and brand distribution: the group sources raw materials (including local clay), operates its own factories, manages subsidiaries that handle in-country sales, and distributes through direct-to-trade subsidiary networks rather than third-party resellers. Revenue is generated primarily through hardware/FMCG sales (with ancillary brand-licensing economics), and distribution is conducted almost entirely via B2B subsidiary channels across 60+ countries. In November 2025 the group achieved a corporate milestone when its hygiene subsidiary 乐舒适 (Leshushi/Softcare) listed on the Hong Kong Stock Exchange Main Board under stock code 2698.HK.

Name

Sunda International

Legal name

广州市森大贸易有限公司

Website

https://www.sunda.com

Company type

Public

Founded year

2000

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sunda International is a group of industries that specializes in the manufacturing of building materials and hardware products.

Ownership category

akta.pro rank

Product category

Building Materials Manufacturing

NAICS

Textile Product Mills (314)

SIC

Papers & Allied Products (2600), Textile Mill Products (2200)

akta.pro primary industry

Flat Glass (Float/Sheet/Plate) Manufacturing (IMADAHAA)

Keywords

• Ceramic tile manufacturing
• Building materials production
• Consumer hygiene products
• Sanitary ware manufacturing
• Household hardware goods

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices15 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Manufacturing Revenue: Revenue generated from local manufacturing operations across Africa including ceramics, sanitary ware, washing powder, diapers, sanitary pads, soap, wet wipes, glass, steel, and hardware products.
2. Brand Operations: Revenue from branded product sales through subsidiaries across African and Latin American markets, covering building materials, FMCG, and hardware categories.
3. Softcare Brand Hong Kong Listing: Softcare brand under Sunda International has begun the process of listing on the Hong Kong Capital Market, indicating plans for public market capital raise.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Sunda International is a China-founded multinational that manufactures and distributes building materials (ceramic tiles, sanitary ware, doors, PVC panels), fast-moving consumer goods (washing powder, soap, diapers, sanitary pads, personal care products), and hardware/household goods (steel, farm tools, electronics) across Africa and Latin America. Operating 32 overseas factories and 12 country subsidiaries, the company integrates industrial manufacturing, marketing networks, strategic sourcing, transportation, and warehouse management to supply 60+ countries with affordable, locally produced consumer and construction goods.

Product overview

Sunda International is a multinational enterprise integrating manufacturing and brand operations across emerging markets in Africa and Latin America. The company operates three main business segments: Building Materials (including ceramic tiles, sanitary ware, doors, and PVC panels), Fast-Moving Consumer Goods (FMCG covering household cleaning products, hygiene/paper products, and personal care items), and Hardware & Household goods (including steel products, farm tools, daily necessities, and electronics/appliances). The group has established 32 overseas factories across Ghana, Kenya, Tanzania, Senegal and other markets, with its listed member company 乐舒适 (2698.HK) listed on the Hong Kong Stock Exchange in November 2025. The portfolio includes the Twyford tile brand manufactured through joint-venture ceramic factories in Kenya, Tanzania, Ghana and Senegal.

Differentiator

Problem solved

Functional benefit

Brands

• Softcare: Brand under Sunda International's Softcare subsidiary that has begun listing process on Hong Kong Capital Market
• 乐舒适 (Leshushi)

Products and services

• Building Tiles (建材瓷砖) High-strength, wear-resistant ceramic tiles fired at high temperatures for residential and commercial spaces. The Twyford brand covers mainstream specifications and colors and is supported by local factories in Kenya, Tanzania, Ghana, and Senegal.
• Sanitary Ware (卫浴洁具) Bathroom fixtures including toilets, washbasins, and related components with smooth, durable glazing and efficient flushing. Fired at 1260°C for a dense finish with water absorption below 0.5% and corrosion resistance.
• Door Series (门类系列) Quality door products designed to protect wealth, health and happiness, rigorously inspected from design to packaging against door-industry standards under Sunda's door quality control system.
• PVC Panels (PVC系列) 100% virgin PVC panels with stable longevity and high flexibility, providing heat insulation, waterproofing, moisture resistance, sound insulation, moth resistance, corrosion resistance, and UV resistance.
• Household Supplies (家居日化) Home-care products including washing powder, laundry soap, bath soap, and hand sanitizer that quickly established a presence in Africa and now sell in more than ten markets.
• Paper Products / Hygiene (卫生用品) Paper and hygiene products including diapers and sanitary pads embodying 'Love and care', bringing dependable care to families; sold under the Softcare (乐舒适) brand, which listed on the HKSE as 2698.HK.
• Personal Care (个人护理) Personal care products promoting healthy and positive attitudes and encouraging self-care as an expression of love.
• Steel (钢材) Steel products with reliable corrosion resistance, heat resistance, and consistent inspection standards, following unified product standards and factory inspection procedures.
• Hardware Farm Tools (五金农具) Classic, dependable tools including pickaxes, shovels, sprayers, and hoes for farms and households.
• Daily Necessities (日用百货) Daily-use ceramics, baby products, kitchen utensils, cleaning appliances, and other household essentials managed from color approval through production monitoring to shipment inspection.
• Electronics and Appliances (电子电器) Home appliances including energy-efficient LEDs, long-lasting batteries, durable electric kettles, blenders, and rice cookers.

Quantifiable outcome

• Sales coverage expanded to 60+ countries and regions by end of 2025
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Ghana GovernmentcoreStrategic or Co-development Partner · 14 October 2025Ghana's Minister for Trade, Agribusiness and Industry Elizabeth Ofosu-Adjare highlighted Sunda International's Softcare brand at the Ghana–China Presidential Investment Forum in Beijing. The minister noted Sunda as a signal of growing investor confidence in Ghana and invited Chinese investors to drive Ghana's industrial growth, referencing Sunda's operations as a model for bilateral investment.
• China GovernmentcoreStrategic or Co-development Partner · 1 October 2025China's zero-tariff treatment for 100% of tariff lines from African countries provides favorable trade conditions. President Mahama's state visit to China in October 2025 facilitated the Ghana-China Presidential Investment Forum where Sunda International was highlighted as a successful Chinese investment in Ghana.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Hisense Group: Major Chinese multinational with significant manufacturing operations and brand presence across Africa, particularly in appliances and consumer electronics. Highly comparable to Sunda as another China-rooted manufacturer that has built integrated local production and brand sales networks across African emerging markets.
• Haier Group: Chinese appliance manufacturer that operates its own factories and brand distribution across Africa and other emerging markets. Closely comparable to Sunda as a Chinese multinational using local manufacturing plus branded sales to capture African consumer demand.
• Dangote Group: Nigerian diversified industrial conglomerate with vertically integrated manufacturing (cement, sugar, flour) and pan-African distribution. Highly comparable to Sunda's model of building integrated manufacturing and brand operations across multiple African countries with strong government relationships.
• Tiger Brands: South African manufacturer and marketer of branded consumer food and personal care products distributed across sub-Saharan Africa. Comparable to Sunda as an Africa-rooted branded FMCG manufacturer with multi-country distribution networks and household-name products.
• Bidvest Group: South African diversified industrial and services group operating across multiple categories and geographies in Africa. Comparable to Sunda as a diversified group with manufacturing, distribution and consumer-facing operations across the continent.
• Midea Group: Chinese appliance and consumer-electronics manufacturer with growing manufacturing and brand operations in emerging markets including Africa. Comparable to Sunda as a Chinese-rooted manufacturer using overseas factories and brand sales to capture emerging-market consumer demand.
• TCL Technology: Chinese electronics and appliance manufacturer with established manufacturing and distribution across Africa and other emerging markets. Comparable to Sunda as a Chinese multinational leveraging local production and brand presence to serve African consumers.

Emerging players

• Sun King (Greenlight Planet): Emerging-market focused energy and appliance company with pay-as-you-go distribution across sub-Saharan Africa. Comparable to Sunda as an emerging-market consumer-products player with deep African distribution, though focused on solar/energy products rather than building materials and FMCG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ghanasunda
• Facebookfacebook.com/SundaGh1234
• LinkedInlinkedin.com/company/sunda-international

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunda International