| Updated Tue, May 9th 2017 at 09:08 GMT +3Kenya is experiencing a race for the bottom as brands discover the lucrativeness of the mass market. From brands in fast moving consumer goods (FMCGs) category such as Unilever’s Blue Band margarine and Omo to the aviation players such as Kenya Airways’ JamboJet, the allure of the ‘kadogo’ economy has been irresistible. One brand that has set an enduring example of ‘kadogo’ economy is Safaricom . Titanic battleBut Airtel’s reluctance to jump into the ‘kadogo’ economy continued even after suffering this setback in their titanic battle with Safaricom. However a study by the World Bank between 2010 and 2011 questioned the economic usefulness of the ‘kadogo’ economy, saying it only serves to perpetuate poverty among low-income earners.

Source: Standard Digital May 09, 2017 06:11 UTC