Fast-moving consumer goods products typically pass-through multiple layers of wholesalers, distributors and sub-distributors before they end up in small shops and kiosks, the “traditional trade”. These distribution channels are largely informal, opaque, fragmented, and with limited access to supplier credit, but they are critical for getting products to consumers.

Our partner company MaxAB is addressing the challenges associated with complex distribution chains through its digital B2B distribution platform and integrated end to end supply chain solution. Founded in 2018 and currently employs over 4,000 employees in Egypt and Morocco, MaxAB is re-engineering the traditional retail market using digital technologies, data science, and embedded finance solutions designed to empower both small retailers and suppliers in North Africa. Among the many benefits of MaxAB’s supply chain solutions is the ability to identify gender inequalities in distribution networks, such as gaps in the participation of female distributors and retailers and differences in sales performance in addition to leveraging digital transaction data to facilitate access to working capital for retailers and distributors. This particularly beneficial for women as they often face larger gaps in access to finance. Addressing gender inequalities can enable women-owned/led traditional retailers to grow their business and reduces entrenched performance gaps between women and men led traditional retailers, leading to greater sales for manufacturers and more orders for B2B distribution platforms. Furthermore, women merchants play a key role in a company’s efforts to reach women consumers as traditional retailers play an important role in influencing the purchasing decisions of their customers. MaxAB is actively working to identify the number or share of traditional retailers that are owned/led by women to help its suppliers with better engagement to increase its market share and the sales of its products. In addition, MaxAB has started rolling out Point of Sale solutions to its traditional trade customers to digitize payments and empowering them with inclusive finance solutions and access to affordable credit to grow their businesses. 

We believe that the depth of impact will be significant for retailers who currently operate within the informal economy, and are constrained by a lack of access to working capital, low margins due to supply chain inefficiencies, and limited growth opportunities.

MaxAB currently has over 4,000 employees in Egypt and Morocco. Our investment will contribute towards providing economic opportunities through improved value chain and market integration and enhanced access to finance (SDG 8.3, 9.3) and creating jobs as per SDG 8.5: Achieving full and productive employment.

Manufacturing is a route for creating employment opportunities and building more sophisticated supply chains that will have a positive impact on sustainable economic growth. Increasingly, manufacturers like our partner company Lilas are looking not only at optimizing costs but also at the environmental and social impact of production and the ways to improve sustainability.

Lilas’ transformation into a leading and regional FMCG manufacturer tackled the issues of inclusive employment and gender balance through a targeted recruitment strategy favoring women living in the neighboring local communities. Through local community hiring, the company created decent jobs and training opportunities and contributed to advancing economic prosperity and stability of its local communities. Not only did Lilas impact thousands of people and their families, but it also reached millions of customers as it expanded its product base. To address the growing supply-demand gap in the hygiene and detergent sectors, the company placed a focus on providing quality and affordable products to a wide segment of the population, catering to the needs of both middle class and low-income populations and offering an alternative to high-priced imported products and international brands. Lilas invested in building a supply chain network reaching more than 40,000 points of sale and expanded the accessibility of its products to rural populations across Tunisia. Lilas’ commitment to mitigating climate change and supporting the environment motivated the adoption and implementation of sustainable practices within its production processes. To eliminate reliance on diesel generators, Lilas installed a gas powered co-generation boiler that produces steam for the cellulose wadding manufacturing and electricity for its own consumption. As part of the company’s commitment to sustainable consumption and production, and to ensure its products remain affordable to reach a wide segment of the population, Lilas integrates recycled paper and plastic within its production process with 35%of its production being based on recycled paper and 15%of its recycled plastic being re-used.

Lilas employs currently over 4,300 people in Tunisia, Algeria, Libya, Ivory Coast and Senegal, 30% of whom are female. This investment will contribute towards providing economic opportunities through improved value chain and market integration (SDG 8.3) and creating jobs as per SDG 8.5: Achieving full and productive employment.

The capacity of governments to serve the entire population's health needs is limited in many countries, including Egypt. The private sector is often crucial in filling these gaps, providing essential healthcare services where the public sector can't meet demand. Egypt's healthcare sector, in particular, has suffered from underinvestment and rapid demographic shifts, leading to a fragmented landscape with a shortage of quality healthcare services, and a dearth of beds relative to the population size.

Stepping into this healthcare gap is our partner company Cleopatra Hospitals Group (CHG), the largest integrated private hospital group in Egypt by both the number of hospital beds and operating hospitals. CHG's network includes six operational hospitals, three polyclinics, a leading IVF Centre, and a new 200-bed hospital in Greater Cairo. The Group is making concerted efforts to improve patient care by investing in the latest medical technology and training the next generation of medical practitioners.

CHG's commitment to quality and accessible care is underpinned by a robust digitalization strategy. The Group implemented a fully integrated HIS/ERP system across all its facilities, enabling patients to access their medical records seamlessly. To enhance patient care, CHG developed CLINIcare pro®, an in-house, web-based solution designed to curb excessive use of antimicrobials, thereby reducing antimicrobial resistance and related complications.

In line with its goal of fostering medical talent, a dedicated training academy for CHG employees and third-party healthcare staff was established, elevating the standard of healthcare professionals across the sector and subsequently improving patient care. CHG delivered training to over 2,000 of its employees in 2021 alone, amounting to over 4,500 individual training sessions. The Group also established a joint medical scholarship program for students in Upper Egypt and provides sponsorship and employment opportunities to final-year nursing students, thus ensuring a well-trained workforce that upholds CHG's high standards.

CHG's commitment to its staff goes beyond professional development; it also involves fostering a safe, diverse, and inclusive work environment. The Group signed the Gender Diversity Pledge in September 2021, affirming its commitment to achieving gender balance. Initiatives have been implemented to improve women's leadership skills and increase the representation of women in executive and management roles.

Our investment in CHG supports the enhancement of health services, increase public access to medical care, and broaden the Group's hospital footprint. Furthermore, this investment aligns with the Egyptian Government's vision for Egypt 2030 by expanding the number of quality healthcare beds available.

By the end of the 2021 fiscal year, CHG employed over 4,500 people, 36% of whom were women, and women held 26% of management positions. Our investment will contribute towards  SDG 3: Ensure healthy lives and well-being for all, creating jobs as per SDG 8.5: Achieving full and productive employment and offer improved skills training as per  SDG 4.4: Increasing the number of people who have relevant skills.