ECONOMYNEXT – Supply chain management, strong competition, and the political landscape in Kenya will be the key challenges in managing the newly acquired business Twiga Stationers & Printers, Sri Lanka’s diversified conglomerate Hemas Holdings PLC’s Group CEO Ashish Chandra said.
Sri Lanka’s Hemas Holdings PLC completed its first landmark international acquisition by purchasing a 75% stake in Kenya’s Twiga Stationers & Printers Limited for $16.1 million through its subsidiary, Atlas Axillia Company.
This milestone transaction marks a major strategic shift as Hemas establishes an operational manufacturing and distribution footprint in East Africa’s dynamic $136 billion economy.
Chandra, Hemas Group CEO said the supply chain management will be the biggest challenge as the stationary business is seasonal.
“About 65 to 70% of the business is done in the 3 months, which is typically from November onwards to January because that’s a special school season,” Chandra told EconomyNexrt in an interview on Wednesday regarding the acquisition of the Kenyan firm.
“So, it’s very important to procure and ensure that you have a supply of paper at the right cost during that time. And paper is a commodity. The prices keep going up and down, and especially with the Middle East economic crisis, this becomes a challenge,” he said.
“So frankly, what is very important for us to secure, right paper quantity at the right cost every year. And that’s where I think the expertise of Atlas comes into picture because we had been doing this over for many years where we can bring those expertise there to bring it up. So that’s, frankly, is the biggest challenge that we have.”
Twiga is a market leader with prominent local brands like Kasuku, CrownBird, and Envoy in Kenya.
With the acquisition, Hemas gains immediate access to Kenya’s 54 million consumers as well as broader trade routes across the East African region, which has a 330 million customer base.
Strong Competition
Chandra said the second challenge comes from the competitors as the competition is expected to grow over time, especially since the third and fourth competitors have merged to become a strong number 2 player.
“So there’s a renewed focus from the competition. Than there are few international players also coming into the market. So competition continues. But I always believe competition always take the industry to the next level. But that’s definitely a continuous challenge,” he said.
The acquisition also unlocks commercial synergies between Atlas Axillia and Twiga in product innovation, manufacturing efficiency, and back-to-school consumer segments.
Establishing East Africa and Bangladesh as core pillars of its international consumer strategy allows Hemas to hedge against domestic macroeconomic volatility in Sri Lanka, diversifying its revenue base into high-growth international markets.
Chandra said Kenyan government policies also will matter in the business, as the east African nation is scheduled to hold elections next year.
“Like in Sri Lanka, a lot of the stationery and paper market also depends on the subsidy that the government gives to the schools, which is then further given to the students to buy books and other stuff.” he said.
He said if there is any policy change after the elections, it “can impact the market”.
“But we are pretty well aware and we’ve been handling this here also. The challenges are similar in Sri Lanka, too.” (Colombo/August 20/2026)
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