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With the acquisition of Diago, Moroccan retail-tech firm Chari expands to the Ivory Coast.

With the acquisition of Diago, Moroccan retail-tech firm Chari expands to the Ivory Coast

With the acquisition of Diago, Moroccan retail-tech firm Chari expands to the Ivory Coast.
With the acquisition of the Ivory Coast-based software Diago, Moroccan retail-tech firm Chari has launched its growth into Sub-Saharan Africa.


Diago, which began operations in Abidjan in 2021, was formed by Amidou Diarra and Ali Ouattara, former executives from Glovo and PepsiCo. According to a Chari press release, Diago was bought in an all-stock transaction, with Diarra and Ouattara slated to stay CEO and COO for the application.

In order to become a top African startup, Chari is working to expand its application's services across Francophone Africa, allowing local convenience stores to buy things at "unbeatable costs" and receive free delivery within 24 hours.

Islamel Belkhayat, who co-founded Chari with his wife Sophia Alj (COO), says his team continues to "surround [itself] with young and ambitious entrepreneurs from Francophone Africa to build together a pan-African giant of FMCG and financial services distribution," relying on local teams for "successful expansion."

In just ten months, the Moroccan startup has acquired three companies, including Axa Credit for $22 million and retail bookkeeping tool Karny.

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