Keda Tiles (Twyford) is a giant manufacturer that controls at least 25% of the Kenyan market – that’s according to the Competition Authority of Kenya. However other estimates place the share to be at 31%.
But behind the rise of Keda Tiles are allegations of a brutal price war and the slapping of import taxes on manufacturers from Uganda and Tanzania.
Here is the story as told by WoK:-
Goodwill Uganda, a tiles manufacturer had a strategy that endeared them to Kenyan hardware retailers – offering their goods on credit and requiring that the debt is cleared within one month.
The move worked for Goodwill until the Kenyan government slapped ceramics from Uganda and Tanzania with a 5% excise tax. The move by Kenya saw ceramics manufacturers from Uganda and Tanzania cry foul.
In June 2025, the East African reported that Kampala had officially petitioned the EAC, saying that the move was discriminatory. Uganda brought the matter before the EAC Sectoral Council on Trade, Industry, Finance and Investment (SCTIFI) arguing that it had affected Uganda originating ceramic tiles. Additionally, it was argued that the Kenyan move was in contravention of the principle of National Treatment as enshrined in Article 15 of the EAC Customs Union Protocol.
But as Goodwill Uganda and her subsidiary in Tanzania saw their Kenyan market share shrinking, Kenyan manufacturers include Keda Tiles became beneficiaries.
Price wars?
Keda Tiles has faced accusations of executing a price war. It is alleged that Keda Tiles had once reduced the prices of its tiles, in a move that attracted a petition to the Competition Authority of Kenya.
But the Competition Authority of Kenya ruled in favour of Keda Tiles, in a petition that had accused the manufacturer of anti-competitive practices, predatory pricing and exclusive dealing.
According to CAK, Keda Tiles only controls 25% of the market, and is therefore not a dominant player.
“The Authority established that KEDA was not dominant in the market for the manufacture and distribution of ceramic tiles in Kenya, where it enjoyed a 25 percent market share and lacked market power as the market was contestable. The matter was therefore closed,” CAK said.
A company is only considered dominant if it controls 50% of the market, while players with a market share between 40% and 50% may also be considered dominant unless they demonstrate lack of market power.
Acquiring Ramado
In 2024, Keda Ceramics acquired some of the assets of Ramado Ceramics in a move that was given greenlight by CAK after Ramado reportedly struggled. Ramado experienced liquidity challenges and closed shop on challenges in general business, strategic and operational divisions.
CAK said the merger would help safeguard at least 500 jobs.