Situated in the heart of Nairobi’s industrial district, the Flame Tree Group stands as a living tribute to the enterprising nature and unyielding resolve of its originator, Heril Bangera.
Heril Bangera. What began as a plastic tank manufacturing enterprise named Roto Moulders Limited has grown into one of Kenya’s leading diversified consumer goods makers.
Here is his story as told by WOK
The story of the Flame Tree Group began in 1989 when an 18-year-old Heril Bangera took a leap of faith and utilized a startup capital of Sh500,000 provided by his father, Fredrick Bangera, to establish Roto Moulders Limited.
The young mechanical engineering student, studying in Bangalore University, saw an opportunity in the plastics industry, particularly in the manufacturing of plastic tanks.
At that time, there was only one manufacturer in the market.
Overcoming initial challenges and relying on his father to manage the business while he completed his studies, Heril Bangera steered Roto Moulders Limited to steady growth.
The company started by producing just four tanks per day, but it soon expanded its production capacity to around 500 tanks per day under various brands and sizes.
One distinguishing factor in the company’s growth strategy was its cautious approach to financing.
Heril Bangera chose to rely on retained earnings rather than high-cost bank loans.
For the first eight years of the business, profits were slim, but a well-executed regional expansion plan eventually led the company to break even and lay the foundation for future growth.
In 2003, Roto Moulders Limited rebranded to become the Flame Tree Group as it diversified its operations into the fast-moving consumer goods (FMCG) market.
The group introduced its own Zoe brand, which quickly gained market acceptance. Emboldened by the positive reception, the company ventured into manufacturing synthetic wigs and hair extensions under the Siora brand in 2011, demonstrating its willingness to explore new markets.
The Flame Tree Group continued its expansion into the food industry in 2012 through its subsidiary Happy Eaters Kenya Limited.
Utilizing its existing distribution networks, the company ensured that new products gained visibility and market penetration, which contributed to their success.
With its plastic products remaining at the core of its business, the Flame Tree Group expanded its manufacturing plants to several African countries, including Kenya, Ethiopia, Sudan, Rwanda, and Mozambique, while establishing offices in the Democratic Republic of Congo and Burundi.
In addition to its East African presence, the company also ventured into international markets with active trading in polymers, chemicals, and hardware products through subsidiaries in Rwanda and the UAE.
As the Flame Tree Group plans to go public and list on the Nairobi Securities Exchange, Heril Bangera envisions a future where the company’s FMCG unit becomes the driving force behind its expansion.
Instead of launching new product lines, the company aims to grow its existing brands and establish itself as an African multinational.
The journey has not been without challenges, especially as a sole proprietor. Accessing capital, particularly during the early stages of growth, proved to be a significant hurdle.
Additionally, competing with multinational FMCG companies that enjoy advantages such as cheaper credit from their home countries posed further challenges.
Nevertheless, the Flame Tree Group’s innovative strategies, commitment to quality, and resilience in the face of obstacles have positioned the company as a prominent player in Kenya’s consumer goods market.
With the appointment of advisors and consultants to facilitate the planned listing, the Flame Tree Group is poised to embark on a new phase of growth and expansion.
As it prepares to go public, the company’s success story serves as an inspiration to aspiring entrepreneurs, proving that with vision, determination, and hard work, one can transform an 18-year-old’s leap of faith into a successful 43-year entrepreneurial journey.
