VisionPlus Kenya launches first local plant for smart TVs and audio systems

The company is investing Ksh.125 million in this facility to expand its product range, which will initially feature two product lines. This move reflects VisionPlus's strategic shift from importing to locally manufacturing appliances, including smart TVs, refrigerators, audio systems, wearables, and accessories, targeting underserved and emerging populations.

Managing Director Umesh Bhojwani emphasized during the announcement that this investment marks the first phase of a broader ambition to create a “Made in Kenya” range of home appliances and consumer electronics, while also making initial inroads into the East African market.

“We aim to meet the needs of a Ksh.300 billion market, primarily composed of young professionals and families who value quality, style, and convenience in their homes. Our analysts project that demand for home appliances will grow by approximately 4 percent annually, with the total volume of products sold in Kenya expected to reach 23 million units by 2029.

This growth will be driven by population increases, rapid urbanization, an expanding middle class, and changing lifestyles among both rural and urban dwellers,” Bhojwani explained.

He added that many consumers are likely to replace older, less energy-efficient models with newer products designed to meet modern standards.

Echoing his remarks, Principal Secretary for Trade in the Ministry of Trade and Industry, Alfred K’Ombudo, stated that the local home appliance and consumer electronics manufacturing sector stands to gain significantly from the recently negotiated trade agreements with the European Union and a pending agreement with the United Arab Emirates, which is awaiting parliamentary approval for ratification.

“These agreements will provide Kenyan manufacturers with a platform for economic diversification and industrial development, fostering backward integration and a strong drive for innovation in both local and international markets,” K’Ombudo noted. He emphasized that Kenya's appeal, despite a highly competitive environment, is bolstered by its access to a vast market of nearly 500 million people through memberships in COMESA, EAC, and ACFTA.

“By developing our local home appliance and consumer electronics value chains, we will create more job opportunities and facilitate skills and technology transfer,” he explained.