Chari

Founded in 2020 by Sophia Alj and Ismael Belkhayat, Chari is a Moroccan startup aimed at digitizing the largely informal Fast-Moving Consumer Goods (FMCG) retail sector in Africa. The company operates a mobile application that allows traditional "mom and pop" shop owners to order inventory directly from FMCG suppliers and manufacturers, offering streamlined procurement and free delivery. Beyond e-commerce, Chari has integrated fintech services, notably through its 2021 acquisition of Karny.ma, a credit and bookkeeping app. This allows Chari to offer micro-credit facilities to its users, helping them manage cash flow and grow their businesses. A graduate of the Y Combinator accelerator, Chari has expanded its operations from Morocco to Tunisia and Ivory Coast.