Brands/Products
SweepSouth Acquires Filkhedma to Penetrate Egyptian Market
By Modupe Gbadeyanka
An Egyptian start-up, Filkhedma, has been acquired by SweepSouth, a South African-based company also currently operating in Kenya and Nigeria.
“We are thrilled to have Filkhedma as part of the SweepSouth family,” the CEO and co-founder of SweepSouth, Ms Aisha Pandor, stated.
“It’s not only their services that align with ours, but also their values and culture. Just like us, Filkhedma is passionate about providing quality and trusted home services, while creating work opportunities for those who need it most,” she added.
“We’ve proven our technology and operational expertise in numerous markets in sub-Saharan Africa, and this acquisition gives us the opportunity to extend that reach into Egypt, a huge market with millions of households.
“Coming together with the Filkhedma team represents the next phase of building SweepSouth into a global platform that will continue to expand our services not only on the continent but further abroad as well,” the co-founder of the firm, Mr Alen Ribic added.
Filkhedma is Egypt’s leading home services marketplace operating across three regions on the continent and serving tens of thousands of customers with cleaning, maintenance, and beauty services while empowering over 2,000 service providers through technology with consistent incomes and professional development.
“We are happy with this incredible milestone and excited about joining forces with the SweepSouth team to fulfil our vision of empowering providers and delivering quality services in Africa and beyond.
“We already have well over 2 000 service providers on our platform and we’re confident that with the backing of SweepSouth, we will be able to sign up many more and expand into neighbouring countries, too,” the CEO of Filkhedma, Mr Omar Ramadan, stated.
Under the new arrangement, Mr Ramadan will play a key role in the executive team of the combined entity and that all employees of Filkhedma will stay on.
The acquisition means that SweepSouth will be one of a few African start-ups operating in the continent’s four key tech ecosystems of South Africa, Egypt, Kenya, and Nigeria. It also means that all markets will have access to new services almost immediately, while the company as a whole will be primed for further expansion into other parts of Africa and the Middle East.
For South Africa, the biggest change will be the imminent rollout of beauty services. This will include manicures and pedicures, hair care and makeup services that can be done at home. This not only gives SweepSouth customers access to more services, but it also gives entrepreneurs in the field the opportunity to list on the platform. This, in turn, allows access to a larger pool of potential customers.
For Egypt, the company will benefit from SweepSouth’s technology, as well as the indoor and outdoor home cleaning services already available in South Africa, Kenya and Nigeria.
Naspers Foundry Head, Fabian Whate, said, “This acquisition has the potential to yield significant synergies. Filkhedma is an excellent business and is aligned to SweepSouth’s ambitions to expand its service offering and gain access to high growth markets across the region.
“Egypt’s growing middle class and rising financial inclusion and internet penetration, offer huge opportunities for the combined home services platform of the two companies. Helping high-potential early-stage tech companies scale is central to what Naspers Foundry does and we’re particularly excited about this milestone in SweepSouth’s journey.”
“We are very excited to see this partnership happen and the prospects of this combined entity,” said Tarek Assaad, Managing Partner at Algebra Ventures, the lead investor in Filkhedma. “Filkhedma pioneered the home services industry to become the largest player in Egypt, and this consolidation with SweepSouth demonstrates the parallel fits between Egypt and Sub-Saharan Africa. Companies partnering across the continent pave the way to cross-border investments, and highlight that we are one step closer in addressing the untapped opportunities existing in Africa’s key markets.”
“Egypt has been a strong economic player on the continent for many years,” notes Pandor. “The country has a strong, and growing, middle-class that has been underserved in the domestic home services arena. With a compelling economic growth track record and outlook, and an economy that has been resilient in the face of challenging times, it made sense for us to eye this market for our next big leap.”
“We are entering a rapid growth phase and executing on a number of other new country launches in 2022,” adds Pandor. “Having the Filkhedma team on board is particularly exciting as it’s an intra-African acquisition by two companies in the same vertical. This acquisition almost doubles our addressable market on the continent and enhances the products and services that we already offer.”
“We are particularly excited about the growth prospects this acquisition presents us with,” Ramadan notes. “Already we have a string of new software updates coming thanks to this acquisition and we are also able to offer our expertise in onboarding our popular services, such as air conditioning technicians, satellite dish installations and home appliance repairs, in other regions.”
“I look forward to working with Aisha, her co-founder Alen Ribic, and their team as we enter this exciting new chapter,” he concludes.
By Kestér Kenn Klomegâh
Driven by shared strategic interests within BRICS group and accelerating their bilateral trade and economic cooperation, Russia has signed an agreement to export Russian vodka brands to South Africa.
The Russian vodka is among the best in the whole world. At the plenary session of the 28th St. Petersburg International Economic Forum (SPIEF), South African Deputy President, Paul Mashatile, told the audience in his speech interlaced with applause that South would import vodka brands from Russia.
“We have a Business Council between Russia and South Africa, within the framework of which we discuss what can be imported from Russia.
“Just the previous day, colleagues told me that an agreement was signed on the import of Russian vodka to South Africa and, of course, to the African continent as a whole,” he said part of the speech in an atmosphere marked by a strong sense of optimism and with desire of strengthening business relations.
According to Vladimir Putin, “My colleague from South Africa said that vodka supplies to the Republic of South Africa have already been established. You know, this is a very correct, serious step. Why? Because if you drink vodka, as they say, you need to have something to eat with it. Therefore, this will certainly be followed by supplies of meat products or grain supplies.”
The traditional plenary session on June 20, was chaired by Russian President Vladimir Putin. Several special sessions featuring business dialogues with foreign partners from Africa, Bahrain, India, Iran, China, and EU countries were conducted.
The Russia signed series of strategic trade agreements with participating countries including South Africa. In addition, American entrepreneurs also participated in SPIEF.
More than 20,000 delegates from over 140 countries participated in the SPIEF programmes which featured over 350 events, including 24 business dialogues with major partners. The St. Petersburg International Economic Forum (SPIEF) was held on June 18-21, under the theme “Shared Values: The Foundation of Growth in a Multipolar World” and was organized by Roscongress Foundation.
As GOtv continues to offer more flexible ways for customers to access their favourite content and manage their viewing experience, two apps are at the heart of it all: GOtv Stream and the GOtv App. Although both are official GOtv apps, they serve completely different purposes. If you’re wondering which one to download or why you might need both, here’s everything you need to know:
GOtv Stream: Your Entertainment, On the Go
GOtv Stream is designed purely for entertainment. It allows you to watch selected live TV channels and on-demand content on your mobile phone or tablet without needing a decoder or TV screen. As long as you have an active GOtv subscription and internet access, you can stream your favourite shows, movies, sports and events anytime, anywhere in Nigeria and across Africa.
This is the app that lets you keep up with shows like Nigerian Idol, Big Brother Naija, live football, catch up on missed episodes, or enjoy a movie night on the go. You can also register up to four devices, like your phone, tablet, or iPad, but only one can stream at a time. If you like the idea of watching TV while commuting, travelling, or simply want to free up the family TV, then GOtv Stream is your go-to app.
GOtv App: Manage Your Account with Ease
Unlike GOtv Stream, the GOtv App isn’t for watching content; it is a self-service tool that helps you manage your subscription. Think of it as your GOtv control centre. With this app, you can pay or renew your subscription, upgrade or downgrade your package, fix common errors like E16, check your account balance, and even get alerts about promotions or changes to your account.
It’s perfect for users who want a faster and stress-free way to manage their GOtv account without needing to visit an office or call customer care. You can make payments, clear errors, and get back to watching in just a few taps.
In simple terms, GOtv Stream is for watching TV, while the GOtv App is for managing your GOtv account. One gives you access to entertainment; the other gives you control. They don’t do the same thing, but together, they give you the full GOtv experience.
For ultimate convenience, flexibility, and full control over your GOtv experience, it’s best to have both apps on your device. Use the GOtv App to manage your subscription and fix issues while you use GOtv Stream to enjoy your favourite content on the go.
Both apps are free and available on the Google Play Store and Apple App Store. Once downloaded and linked to your account, you are all set. There is no better time to stay connected because GOtv has got you covered from now till July 31st. When you reconnect or renew your subscription, you get an automatic upgrade to a higher bouquet at no extra cost.
By Adedapo Adesanya
The Brand Management Academy (BMA) held its highly anticipated inaugural Alumni Network ceremony on Saturday, June 14, bringing together some of Africa’s brightest minds in brand and commercial leadership.
Hosted in Lagos, the event officially launched a growing community of over 450 marketing and sales professionals trained by BMA, cutting across key industries including FMCG, tech, finance, telecommunications, and manufacturing.
The ceremony attracted top-tier professionals, C-suite executives, and emerging talents, all bonded by the Academy’s shared mission to drive brand excellence and leadership across the continent.
“This is more than just a reunion,” said Olusegun X. Akinyemiju, the newly inaugurated President of the BMA Alumni Network. “It’s the birth of a movement — a strategic community of commercial leaders committed to raising the bar for brand and business performance in Africa. Our collective impact starts now.”
The event featured inspiring keynote sessions, alumni showcases, industry spotlights, and a vibrant after-party that captured the energy and spirit of the BMA community.
The executive committee of the Alumni Network was also formally unveiled. The team had emerged earlier in February following a fiercely contested election that drew attention from marketing professionals and external observers alike, highlighting how creative campaign strategies can be deployed even in electoral processes.
Speaking at the event, Dr. Abiodun Ajiborode, Founder of BMA, emphasized the importance of the Alumni Network to the Academy’s long-term vision.
“The alumni network was always part of the plan. We didn’t just want to produce skilled professionals, we wanted to build an ecosystem of brand custodians. A platform where leaders can grow, collaborate, and influence the industries they serve.”
The Network is already gearing up for impact, with plans for mentorship programs, thought leadership sessions, community outreach, and strategic partnerships to drive marketing innovation across Africa.
The inaugural ceremony was more than a celebration, it was a declaration of intent. The BMA Alumni Network is stepping into its new chapter with clarity, purpose, and momentum.
“We are just getting started,” said President Akinyemiju. “The real power of BMA is not only in what we learned, but in what we will build together.”
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