Cairo-based FMCG Logistics company ILLA secures a $2 million investment round co-led by Watheeq Financial Services and Golden Palm Investments to boost its growth in the market and diversify its offering to the FMCG value chain. The round saw participation from Loftyinc Capital Management, Kepple Africa Fund, Cubit Ventures, AUC Angels, Oqal Angel Network, and FLat6Labs Cairo doubling down on its investment in ILLA for the third time.

Mahmoud Elzomor, Alaa Jarkas, Ahmed Sakr, and Hossam Saraya founded ILLA in 2019. They were shortly joined by a well-versed management team with Mohamed Emera as Director of Growth, Mohamed Kamal as CFO, and Khaled Elzomor as Commercial Director.

ILLA aims to optimize post-production supply chain activities for FMCG brands, starting with middle-mile delivery services, being the most fragmented part of the value chain. By focusing exclusively on the FMCG market, ILLA was able to capture the business and trust of over 65 clients in its portfolio, with household names to the likes of Coca-Cola, P&G, Danone, Nestle, Juhayna, and Pepsico.

Since 2019, ILLA has been delivering on its core promise of moving goods with efficiency on behalf of FMCG brands, spanning over 5,000,000 Km and completing over 250,000 transactions, across 27 governorates leveraging its tech platform to power delivery operations. The startup raised $500,000 in a Seed round in November 2020.

Before ILLA, FMCG brands had to rely on a variety of owned and outsourced assets to manage their delivery operations and that adds to the pain of a fragmented logistics cycle, which gave way to the value offering of ILLA to those brands; a streamlined value chain with visibility, control and growth potential for each individual brand, with ILLA acting as an asset-light logistics company, leveraging its tech platform and operational intelligence to deliver an unparalleled experience to FMCG brands.

“ILLA will use the funds to fuel its expansion and growth in Egypt and disrupt the traditional route-to-market for FMCG companies and SMEs while building more around its tech platform to deliver more value to its clients and drivers alike ”, says Mahmoud ElZomor, Co-Founder and CEO of ILLA.

“Mahmoud and the team are tailor-made for ILLA, bringing decades of diversified experience to help drive efficiency into the $15 trillion global FMCG market. With the onset of covid, the global supply chain management industry is suitable for modernization, and ILLA is uniquely positioned as an end-to-end execution platform. In addition, ILLA’s smart logistics solutions also play a crucial role in providing a full stack of operational solutions that will disrupt the sector, and will change the behavior for all stakeholders within the FMCG market,” said Khaled Zaidan of Watheeq Financial Services.

“Middle-mile logistics is one of the most underinvested segments of the global supply chain market. ILLA has identified this massive opportunity in MENA and is offering a full-stack B2B supply chain management platform enabling FMCG brands to reach retailers directly at the lowest cost per case. Mahmoud and team are utilizing the trucking logistics shared economy and tech automation to innovate within a large and fast-growing market,” said AJ Okereke, Partner, Golden Palm.