Egypt’s ILLA raises $2M to diversify its offerings to FMCG value chain

Most FMCG brands rely on a combination of owned and outsourced assets to carry out delivery operations. The variety of both models brings about a fragmented logistics cycle and FMCGs can lose significant value in the process.

ILLA is an Egyptian startup that provides full-stack delivery solutions to corporates and small businesses in the FMCG sector. And today, it is announcing the close of a $2 million funding round to scale across Egypt.

“Having worked for over 15 years in the FMCG industry working for Coca-Cola, Clorox and others, I could see firsthand the kind of fragmentation that exists within logistics operations for big-name FMCG brands, and that called for a better approach than the existing solutions,” said Mahmoud El-Zomor, the startup’s CEO who founded the company in 2019.