Sefalana Group

What Sefalana Group does

Sefalana Holding Company Limited is a Botswana-headquartered, Botswana Stock Exchange-listed diversified FMCG group that emerged in 1974 from the takeover of Bechmalt Holdings Limited. It operates over 130 retail stores across Botswana, Namibia, Lesotho, and Australia through five store formats — Sefalana Shopper supermarkets (34), Sefalana Cash & Carry (23), Sefalana Hyper (6), Sefalana Quick convenience stores (6), and Sefalana Liquor (57) — plus Puma and Caltex filling stations, and a franchise network of nearly 400 voluntary retail members operating under the Supa 7, Supa Deal, Citi Saver, Bonanza, Pula Value, Triple Seven Liquor, and Saveway brands. Beyond retail, the Group owns food manufacturing operations (FB Milling in Serowe producing sorghum, soya, and maize-based products; FB Beverages in Gaborone producing UHT milk under Delta Fresh and A Star), vehicle dealerships through Commercial Motors (MAN, Honda, TATA), fresh produce distribution, and a property portfolio of nearly 800,000 sqm of land with 165,000 sqm developed property.

The Group generates revenue through transactional sales across retail, wholesale distribution to franchisees and SMBs, automotive sales and servicing, food manufacturing, fresh produce distribution, and property rental income (25% of developed property is let to third-party tenants). Its go-to-market combines physical retail dominance in Botswana with regional expansion via Metro Namibia (32 stores, the single largest profit contributor), Sefalana Lesotho (the country's largest retailer), and a 40% stake in Seasons Group Australia (8 stores, targeting 12). Digital channels include sefalanaonline.com (Botswana's first FMCG online shopping site, launched 2016) and a mobile app with over 32,000 products, supported by a 24-hour delivery partnership with Botswana Post and FNB payment integration. The Sefalana Rewards loyalty program has over 100,000 registered members and accounts for approximately 1 in 5 sales. The Group employs over 8,100 people, is the only BSE-listed company without a controlling shareholder, and is led by Group Managing Director Chandra Chauhan (responsible for growing market cap from P64 million in 2004 to just under P4 billion).

Name

Sefalana Group

Legal name

Sefalana Holding Company Limited

Website

https://sefalana.com

Company type

Public

Founded year

1974

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sefalana Group is a Botswana-listed diversified FMCG company operating 130+ retail stores across Botswana, Namibia, Lesotho, and Australia through supermarkets, cash & carry, hyper, convenience, and liquor formats, supported by food manufacturing, automotive dealerships, property holdings, and a 400-member franchise network.

Ownership category

akta.pro rank

Headquarters

HQ city

Gaborone

HQ country

Botswana

HQ region

Africa

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Operations: Revenue from retail supermarket, convenience store, Cash & Carry, Hyper Store, and liquor store operations across Botswana, Namibia, Lesotho, and Australia. Also includes filling station operations under Puma franchise.
2. Wholesale Distribution: Wholesale distribution to franchise members (nearly 400 voluntary retail franchise members) and other retailers under names Supa 7, Supa Deal, Citi Saver, Bonanza, Pula Value, Triple Seven Liquor and Saveway.
3. Vehicle Sales and Service: Vehicle sales, parts and service for MAN (heavy commercial vehicles), HONDA (passenger vehicles and motorcycles), and TATA (light and heavy commercial vehicles) dealerships in Botswana.
4. Food Manufacturing: Milling and production of sorghum, soya and maize-based products, malt and diastatic malt through FB Milling. Manufacturing of UHT milk under Delta Fresh and A Star brands through FB Beverages.
5. Fresh Produce Distribution: Wholesale of fresh fruit and vegetables to Sefalana retail and wholesale stores, with purchases from local and South African farmers.
6. Property Rental Income: Rental income from warehouse and commercial properties. KSI owns warehouse space in Broadhurst, Gaborone. Sefalana holds nearly 800,000 square meters of land with 165,000 square meters developed property. 25% of developed property is let to third party tenants.
7. Manufacturing (Discontinued): Soap manufacturing (laundry and bath soaps under Marang, Olga and Fusion brands) through KSI was discontinued as it was no longer considered core to Group activities.

Go-to-market motion1 record

Distribution channels12 records

Marketing channels6 records

Core offering

Sefalana Group is a diversified Fast Moving Consumer Goods (FMCG) holding company that operates multi-format retail stores (supermarkets, hyper stores, convenience stores, cash & carry outlets, liquor stores, and filling stations), food manufacturing (grain milling and UHT milk production), franchised automotive dealerships (MAN, Honda, TATA), and commercial property holdings across Botswana, Namibia, Lesotho, and Australia. The Group serves consumers directly through its retail network, supplies nearly 400 voluntary retail franchise members through wholesale distribution, and operates an in-house online shopping platform, mobile app, and loyalty program.

Product overview

Sefalana Group is a diversified FMCG retail and wholesale company operating as a platform of multiple business units. The core retail operations include Sefalana Shopper (34 supermarkets), Sefalana Cash & Carry (23 wholesale outlets), Sefalana Hyper (6 hyper stores), Sefalana Quick (6 convenience stores), and Sefalana Liquor (57 liquor stores), supported by Puma/Caltex filling stations and nearly 400 franchise members. Manufacturing operations span FB Milling (grain processing) and FB Beverages (UHT milk). Automotive interests include Commercial Motors dealerships for MAN, Honda, and TATA vehicles. Regional expansion includes Metro Namibia (32 stores), Sefalana Lesotho, and Seasons Group Australia (8 stores, 40% shareholding). Fresh produce distribution, property holdings, and loyalty/rewards programs round out the ecosystem. The Group employs over 8,100 people across 130+ stores in 4 countries.

Differentiator

Problem solved

Functional benefit

Brands

• A Star: House brand for various products including food items, household goods, and personal care products
• Sarona
• Sechaba Mabele
• Malutu
• Tsabana
• Tholo
• Tsabotlhe
• Maatla
• Delta Fresh
• Sefalana Rewards
• Sefalana Online

Products and services

• Sefalana Shopper Supermarkets Retail supermarket chain operating 34 stores across Botswana, offering a wide range of FMCG products to individual consumers.
• Sefalana Cash & Carry Wholesale cash and carry outlets operating 23 locations across Botswana, serving small businesses and bulk buyers.
• Sefalana Hyper Hyper stores located in Gaborone, Francistown and Mahalapye offering an expanded product range and larger format.
• Sefalana Quick Convenience Stores Convenience store format operating 6 stores under the Sefalana Quick brand for quick-stop consumer purchases.
• Sefalana Liquor Stores Liquor store chain operating 57 dedicated liquor stores across Botswana.
• Puma and Caltex Filling Stations Petrol station franchise operations under Puma and Caltex brands with 6 filling stations operating.
• FB Milling Milling division operating a factory in Serowe producing sorghum, soya and maize-based products, malt and diastatic malt under house brands including Sarona, Sechaba Mabele, Malutu, Tsabana, Tholo, Tsabotlhe and Maatla.
• FB Beverages Beverages division operating a milk processing plant in Broadhurst Industrial, Gaborone, producing UHT long life milk under Delta Fresh and A Star brands, with expansion planned into fruit juice, dairy blends and bottled water.
• Commercial Motors - MAN Dealership Official franchised dealership for MAN heavy commercial vehicles in Botswana, offering vehicle sales, parts and service.
• Commercial Motors - Honda Dealership Official franchised dealership for Honda passenger vehicles and motorcycles in Botswana (dealership taken over in 2003), offering vehicle sales, parts and service.
• Commercial Motors - TATA Dealership Official franchised dealership for TATA light and heavy commercial vehicles in Botswana, offering vehicle sales, parts and service.
• Metro Namibia Retail Chain FMCG retail chain in Namibia operating 32 stores across the country under the Metro brand, the single largest contributor to Group profits.
• Sefalana Lesotho Operations Retail and wholesale distribution and logistics operations in Lesotho, including cash and carry and liquor wholesale, operating as the largest retailer in Lesotho.
• Seasons Group Australia Retail operations in Australia operating 8 stores in Brisbane area, Queensland, with a medium-term target of 12 stores. Sefalana holds 40% shareholding.
• Sefalana Fresh Produce Wholesale of fresh fruit and vegetables supplying Sefalana retail and wholesale stores, operating as a 90% subsidiary from Gaborone North.
• Sefalana Properties Property holding and development division managing nearly 800,000 square meters of land with 165,000 square meters of developed property, including the Sefalana Shopper 'Big One' flagship store in Setlhoa.
• Sefalana Online Shopping Botswana's first FMCG online shopping platform offering home delivery within 24 hours through partnership with Botswana Post, with FNB as payment partner. Available in Gaborone, Francistown and Maun.
• Sefalana Rewards Loyalty Program Customer loyalty program allowing customers to earn Sefbacks on purchases redeemable for cash discounts, with the 'Bank Your Change' feature. Over 100,000 registered customers; loyalty accounts for approximately 1 in 5 sales.
• Sefalana Mobile App Mobile application available on Apple and Android platforms offering access to over 32,000 products with all in-store specials accessible.

Quantifiable outcome

• Loyalty program accounts for approximately 1 in 5 sales
• +3 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Seasons Group AustraliaminorStrategic or Co-development Partner · 1 May 2020Sefalana acquired 40% shareholding in the Australian FMCG business as associate entity, first offshore FMCG operation for the Group
• KSI Strategic PartnerminorStrategic or Co-development Partner · 1 January 2014Strategic partner for KSI manufacturing operations resulting in dilution of shareholding to 25% effective interest, business later discontinued
• Botswana PostcoreGTM or Marketing PartnerPartnership for home delivery services ensuring delivery within 24 hours of placing an order for online shopping customers
• FNB (First National Bank)coreTechnology or IntegrationProvides safe and secure payment platform for online transactions, ensuring customer personal details are protected
• MAN Truck & BuscoreChannel Partner/ Reseller/ DistributorOfficial franchised local representative for MAN heavy commercial vehicles in Botswana
• Honda Motorcycles and AutomobilescoreChannel Partner/ Reseller/ DistributorOfficial franchised local representative for HONDA passenger vehicles and motorcycles in Botswana (dealership taken over in 2003)
• TATA MotorscoreChannel Partner/ Reseller/ DistributorOfficial franchised local representative for TATA light and heavy commercial vehicles in Botswana
• Puma EnergycoreChannel Partner/ Reseller/ DistributorFranchise partnership for Puma fuel stations including 6-lane station at Setlhoa and first filling station under Puma franchise
• CaltexcoreChannel Partner/ Reseller/ DistributorFranchise partnership for Caltex filling stations as part of retail and fuel services expansion

Scale indicators17 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Makro South Africa: South African cash-and-carry/wholesale club-style retailer owned by Massmart-Walmart. Comparable to Sefalana Cash & Carry across formats, particularly in Botswana where both serve small retailers and the trade.
• Shoprite Holdings: Africa's largest food retailer operating supermarkets, hypermarkets, and wholesale formats across Southern Africa. Comparable multi-format FMCG retail platform with extensive store and supply-chain reach; benchmarks Sefalana on scale, sourcing, and franchise economics.
• Metcash Limited: Australian wholesale distributor and retail franchise operator (IGA, Mitre 10, Home Timber & Hardware). Comparable on the wholesale-to-independent-retail model, voluntary franchise mechanics, and adjacent grocery retail (Seasons Group Australia operates under similar dynamics).
• Pick n Pay Stores: Listed South African grocery retailer with multi-format stores (supermarkets, hypermarkets, convenience) and franchise operations across Southern Africa. Closely comparable on format mix, value-based grocery positioning, and cross-border African expansion.
• Choppies Enterprises: Botswana-headquartered grocery retailer and Sefalana's most direct in-country competitor, operating supermarkets and convenience formats across Southern Africa. Highly comparable in store format, customer base, and product mix, particularly in Botswana where the two groups compete head-to-head.
• Spar Group Limited: Operates Spar, Build it, and Pharmacies via voluntary retail franchise/wholesale model across Southern Africa. Direct comparable on distribution-to-franchisee structure, similar to Sefalana's voluntary franchise and Cash & Carry wholesale network.

Broad incumbents

• Wesfarmers: Diversified Australian conglomerate with significant FMCG retail, hardware, and industrial operations (Bunnings, Kmart, Target, WesCEF). Comparable as an Australian retail conglomerate, providing perspective on retail/industrial portfolio dynamics similar to Sefalana's multi-segment structure.
• Massmart Holdings: Massdiscounters, Game, Makro, Builder's Warehouse operator with wholesale and cash-and-carry (Shield). Comparable to Sefalana's Cash & Carry and supply chain scale across Africa, though broader mass-general-merchandise focus.
• Coles Group: Major Australian supermarket and convenience retailer with nationwide FMCG footprint. Comparable to Seasons Group Australia operations and provides a benchmark for grocery retail metrics in that market.
• Woolworths Holdings: Listed South African premium grocery, fashion, and beauty retailer with adjacent food operations. Comparable as a large Southern Hemisphere multi-format food retailer, though concentrated in higher-income consumer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SefalanaSaRona
• YouTubeyoutube.com/channel/UCdKikA6uwa_kl-7vHR9PMJw
• Facebookfacebook.com/SefalanaSaRona
• Instagraminstagram.com/sefalanatrading

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 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 Sefalana Group