Who owns Msafi?
Msafi is owned by Bidco Africa (Kenya).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Bidco Africa — our brands, Bidco Africa Limited. Last checked .
Key facts
- Current owner
- Bidco Africa Limited reported
- Owner HQ
- 🇰🇪 Kenya, Thika
- Origin
- 🇰🇪 Kenya
- Category
- Home care › Laundry › Laundry detergent
- Last verified
- · 1 sources
About Msafi
Msafi is Bidco's value household cleaning range, covering laundry detergent and washing powder, including a lavender variant, alongside other cleaning products for the home. The company positions it on affordability and on being tough on dirt but gentle on surfaces, aimed at households that buy cleaning products in small, frequent quantities.
Ownership timeline of Msafi
- Current owner Bidco Africa [1] reported
Where Msafi sits in Bidco Africa
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Bidco Africa ownership tree →
See the full Bidco Africa brand portfolio (12) →
Other brands owned by Bidco Africa
Bidco Africa controls 12 brands on Brandtree, 3 of them in home care.
Also in home care
Other brands in laundry detergent, and who owns them
The 49 brands in laundry detergent on Brandtree belong to 26 owners. The largest is Alicorp, with 4; Bidco Africa has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Bolívar | Alicorp | 🇵🇪 Peru |
| Dr. Wool | Jyothy Labs | 🇮🇳 India |
| Ciclón | La Fabril | 🇪🇨 Ecuador |
| Ariel | Procter & Gamble | 🇺🇸 United States |
| Savon Étoile | SCS | 🇨🇲 Cameroon |
| Magic | Sulfo Rwanda | 🇷🇼 Rwanda |
| LIQ | Aekyung | 🇰🇷 South Korea |
| Roku | Dinant | 🇭🇳 Honduras |
About the owner: Bidco Africa
Bidco Africa is a privately held company headquartered in Thika, Kenya. Brandtree records 12 brands under its control.
Bidco Africa is a Kenyan consumer goods manufacturer based on General Kago Road in Thika, making edible oils and fats, soaps and detergents, hygiene products and drinks. It runs thirteen factories across Kenya, Uganda and Tanzania and an 84-acre industrial park, says its products reach more than 100,000 retail outlets a day and are distributed in over 25 countries, and buys from around 15,000 contracted farmers. It is privately held and publishes no accounts, so the brands below are taken from its own brands directory. That directory also lists Lucozade, Ribena and Sunquick, which belong to other companies and are not recorded here.
Bidco Africa: full profile, brands and acquisition history →
🇰🇪 Msafi and other Kenyan brands
Brandtree records a controlling owner for 59 brands that began in Kenya. 3 of them (5%) are now controlled by a company headquartered in another country; Msafi is not one of them.
- Afia — Kevian Kenya 🇰🇪
- AirKenya — AirKenya 🇰🇪
- Allsopps — EABL 🇰🇪
- Amana — Unga Group 🇰🇪
- Business Daily — Nation Media Group 🇰🇪
- Dairy Best — Brookside Dairy 🇰🇪
Frequently asked questions
Who is the parent company of Msafi?
The parent company of Msafi is Bidco Africa, a privately held company headquartered in Kenya.
Is Msafi Kenyan?
Yes. Msafi originated in Kenya and its owner, Bidco Africa, is also headquartered in Kenya.
Is Msafi still owned by Bidco Africa?
Yes. As of 16 September 2026, Msafi is still owned by Bidco Africa. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Bidco Africa — our brands — Bidco Africa Limited, Official document; retrieved 16 September 2026.
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