Flame Tree Group

Name

Flame Tree Group

Legal name

Flame Tree Group Limited

Website

https://flametreegroup.com

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Flame Tree Group is a Nairobi-headquartered, NSE-listed multi-brand manufacturer producing plastics (Roto Tanks, Jojo Tanks, Rino Tanques, Polyplay), FMCG (Suzie Beauty, Alana, Zoe, Siora, Chigs, Go Nuts, Wills, Loosafe), and trading goods for consumers, institutions, and businesses across six African and Middle Eastern markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Manufacturing and Sale of Plastic Products: Revenue generated from manufacturing and selling plastic products including water tanks (Roto Tanks, Jojo Tanks, Rino Tanques), plastic packaging (bottles, jerry cans, containers), and plastic toys (Polyplay). Products range from household water storage to industrial applications.
2. FMCG Products: Revenue from fast-moving consumer goods including cosmetics (Alana, Zoe, Suzie Beauty, Siora), snacks (Chigs, Go Nuts, Happy Golden), cleaning products (Wills, Loosafe), and food products (Nature's Own spices, Honeycomb cookies).
3. Trading Operations: Trading business through subsidiaries like Buildmart Limited and Cirrus International FZC, dealing in various trading goods across multiple markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Flame Tree Group manufactures and distributes a diversified portfolio of plastic and consumer products across East and Southern Africa. Its core offerings include water storage tanks (cylindrical, rectangular loft, underground, and septic tanks from 100L to 24,000L), plastic packaging (bottles, jerry cans, caps, containers), and FMCG products spanning cosmetics, snacks, spices, disinfectants, and plastic toys. The group operates through 11+ wholly-owned subsidiaries and 18+ sub-brands including Roto Tanks, Jojo Tanks, Rino Tanques, Suzie Beauty, Alana, Zoe, Siora, Chigs, Go Nuts, Happy Golden, Loosafe, Wills, Nature's Own, Sun Tank, and Polyplay.

Product overview

Flame Tree Group is a leading regional manufacturing Group listed on the Nairobi Securities Exchange, operating across Mauritius, Kenya, Rwanda, Ethiopia, Dubai, and Mozambique. The company operates in three main sectors: FMCG (fast-moving consumer goods), plastics manufacturing, and trading. Its diverse brand portfolio spans multiple product categories including water storage solutions (Roto Tanks, Jojo Tanks, Sun Tank, Rino Tanques), personal care and beauty (Alana, Zoe, Suzie Beauty, Siora), household cleaning products (Wills, Loosafe), snacks and foods (Chigs, Happy Golden, Go Nuts, Nature's Own, Honeycomb cookies & chevda), and children's toys and play equipment (Polyplay, Toto Balls, Boma Blocks). The portfolio operates as a collection of distinct sub-brands under the Flame Tree Group umbrella, unified by shared manufacturing capabilities in plastics and common distribution networks across East and Southern Africa.

Differentiator

Problem solved

Functional benefit

Brands

• Alana: Skin care products including vitamin C infused lotions with glycerine, lanolin, cocoa butter, and haircare range including shampoo and conditioners.
• Chigs
• Go Nuts
• Happy Golden
• Jojo Tanks
• Nature's Own
• Rino Tanques LDA
• Roto Tanks
• Suzie Beauty
• Zoe
• Polyplay
• Wills
• Loosafe
• Honeycomb cookies & chevda
• Toto Balls
• Boma Blocks
• Sun Tank
• Siora
• Cerro

Products and services

• Roto Tanks
• Rino Tanques LDA Water storage tanks, toilets, load protectors, and drums manufactured in Mozambique from 100% food-grade approved LLDPE (Linear Low-Density Polyethylene) that leaves no taste or residues, suitable for drinking water storage.
• Jojo Tanks (Jojo Plastics) Plastic packaging products including bottles, caps, jerry cans, and various materials handling containers produced using blow-moulding and injection-moulding technologies.
• Sun Tank Plastic water tanks featuring innovative design with user-friendly secure lockable lids and leak-proof engineering for safe water storage.
• Suzie Beauty Kenya's pioneer makeup brand offering beauty products specifically formulated for African women, with colors curated for diverse skin tones and textures suited to regional climates.
• Alana Skincare brand manufacturing vitamin C infused lotions with glycerine, lanolin, and cocoa butter, plus haircare products including shampoos and conditioners.
• Zoe Hand and body lotion brand enriched with essential oils that rejuvenate, hydrate, and impart softness to the skin, featuring exotic fragrances.
• Siora Professional shampoo and conditioner brand designed to transform haircare routines with advanced technology and natural ingredients.
• Chigs Snack brand offering potato crisps and extruded snacks in various flavors including Funky Chilli Lemon, Awesome Cheese, Salt & Vinegar, Masala Treat, Original Salted, Cheese & Onion, and Barbeque.
• Happy Golden Snack brand offering tasty, crunchy snacks including Tangy Tomato or Salted Vinegar potato crisps, Chilli Sticks, Sweet and Sour Chevda, and Masala Nuts.
• Go Nuts Nuts brand offering handpicked fresh nuts in salted and masala flavors, including roasted, fried, and fried roasted skinned peanuts and cashewnuts.
• Nature's Own Spice brand offering spices and premixed spice blends designed to add flavor to various dishes.
• Honeycomb Cookies & Chevda Cookie brand offering rich, crunchy honeycomb cookies and chevda snacks made from quality handpicked ingredients.
• Wills Antiseptic disinfectant brand for household cleaning, used to clean bruises and cuts and to disinfect home surfaces, toilets, floors, and laundry.
• Loosafe High-quality toilet cleaner and disinfectant providing germ-free and refreshing bathroom cleaning.
• Polyplay Plastic toys and play equipment including building blocks and ball pits for indoor and outdoor use, made from UV-stabilized low linear-density polyethylene to endure extreme weather.
• Toto Balls Ball pit and play equipment brand offering colorful, soft balls for children's play areas and entertainment venues.
• Boma Blocks Large loose blocks kit for children's exploratory play, promoting creative thinking, invention, problem solving, and gross motor skills development.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• ARM-USAcoreOthersRoto Moulders Limited is a full-fledged member of ARM-USA (Association of Rotational Moulders). ARM-USA is the primary trade association for the rotational moulding industry in North America, providing access to industry standards, best practices, and networking opportunities for manufacturers using rotational moulding technology.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Mukwano Industries: Ugandan conglomerate producing cooking oils, soaps, plastics, and beverages across East Africa. Highly comparable diversified FMCG + plastics operating model, but primarily Uganda-centric and competing in overlapping product categories (edible oils, plastics packaging).
• Amsons Group: Tanzanian diversified conglomerate with interests in FMCG, manufacturing, and trading. Comparable as an East African diversified consumer group with similar multi-sector holding structure, but operating primarily in Tanzania rather than Kenya/Ethiopia.

Broad incumbents

• East African Breweries Limited (EABL): NSE-listed East African beverage and FMCG leader (Diageo affiliate) operating across Kenya, Uganda, Tanzania, Rwanda, Burundi. Comparable as a large publicly traded East African consumer-products group with regional manufacturing footprint, but operates at materially larger scale and is beverage-specialised rather than diversified.

Direct peers

• Bidco Africa: Kenya-headquartered FMCG conglomerate producing edible oils, soaps, detergents, and personal care products across East Africa. Closely comparable multi-category FMCG operating model with similar regional footprint and distribution-led GTM in overlapping consumer categories (personal care, cleaning).
• Kapa Oil Refineries: Kenyan FMCG manufacturer of edible oils, soaps, and personal care products. Comparable FMCG peer in personal care and cleaning categories that overlap with Flame Tree's Suzie, Alana, Siora, and Wills brands, with similar B2C distribution through Kenyan retail channels.
• Chandaria Industries: Long-established East African plastics and packaging manufacturer producing containers, caps, and industrial plastic goods. Direct comparable in the plastics manufacturing pillar (bottles, jerry cans, packaging) and operating in similar East African end markets.
• Kentainers Kenya: East African plastic tanks and containers manufacturer competing head-on with Roto Tanks and Rino Tanques in water storage, septic tanks, and industrial containers. Direct competitor in Flame Tree's largest plastics product category.
• Sasini PLC: NSE-listed Kenyan agro-processing and FMCG conglomerate with tea, coffee, and consumer goods operations. Comparable as a publicly listed diversified East African consumer-products group with regional operations, though more agro-focused than Flame Tree's plastics/FMCG mix.
• Unga Group Limited: NSE-listed Kenyan flour-based foods and animal feeds manufacturer with regional operations. Comparable as a publicly listed East African consumer staples group of similar vintage and scale, with overlapping FMCG distribution channels across Kenya and the wider region.

Emerging players

• Davis & Shirtliff: East African water solutions company focused on pumps, water treatment, and borehole equipment across Kenya, Uganda, Tanzania, Zambia, Rwanda, and beyond. Adjacent rather than direct overlap — addresses the same underlying water security demand but via pumps/treatment rather than storage tanks, making it a complementary rather than competing player.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/flametreegroup
• Facebookfacebook.com/flametreegroup
• LinkedInlinkedin.com/company/flametree-group-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Flame Tree Group