Broadways Group honored Superbrand East Africa’s choice for 2024 – 2026
The accolade reflects Broadways’ sustained commitment to quality, reliability and excellence across its bakery and milling businesses.
KENYA – Broadways Group of Companies, a leading player in East Africa’s baking and milling sector, has been named a Superbrand East Africa’s Choice for 2024 to 2026, recognizing its steadfast commitment to quality, reliability, and excellence in food production.
The prestigious accolade was awarded during the Superbrands Tribute Awards on January 29, 2026, at Nairobi’s Sankara Hotel, celebrating brands that exemplify consumer trust and market leadership across Kenya, Uganda, and Tanzania.
Mr. Devan Bimal Shah of Broadways Bakery Ltd and Mr. Rohin Hiten Shah of Bakex Millers Ltd proudly received the honor on behalf of the group, which spans baking, milling, and distribution of staples like bread, flour, and confectionery essentials.
This recognition aligns Broadways with regional giants such as Naivas Supermarkets, Chandaria Industries, and Festive Bread, all lauded for their resilience in a competitive FMCG landscape where quality drives loyalty amid economic pressures.
Superbrands East Africa, in its 9th edition, partnered with Mastercard, evaluated winners through rigorous consumer surveys, spotlighting 61 firms and 75 brand custodians for sustained impact.
The award underscores Broadways’ role in Kenya’s vibrant agribusiness, supplying consistent, affordable products to households, bakeries, and institutions from Nairobi to rural outlets.
With milling capacities supporting fortified flour and bakery lines catering to diverse tastes, the group has built a reputation for reliability, crucial in a market where food inflation hovers above 10% and consumers prioritize trusted staples.
This milestone reflects strategic investments in sustainable sourcing, modern facilities, and supply chain efficiency, mirroring trends among East African peers like Joy Millers, recent Superbrand honorees for premium grains.
Broadways extends gratitude to customers, partners, and teams whose support fuels this journey, echoing Superbrands’ ethos of honoring brands that “create moments of delight.”
As East Africa’s food sector grows toward a US$100 billion valuation by 2030, fueled by urbanization and exports, this accolade positions Broadways for deeper penetration into Uganda and Tanzania.
The Shah family’s leadership signals continuity, promising innovations in clean-label breads and nutrient-rich mill products to meet rising demands for health-focused staples.
Dr Vimal Shah, Chairman of Bidco Africa, urged African executives to embrace their potential, saying, “There is a leader inside everyone, but in Africa, we have repressed that leader because we have always been told we are donor dependent. The beauty is that this is changing. It is our time to make a difference.”
The 2026 Superbrands Awards show that East African businesses are not just surviving, they are growing, innovating, and positioning themselves as regional and global leaders.
The awards emphasize that leadership, strategy, and innovation are key drivers of long-term business success in the region.
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