Anthony Muthungu built Kenya’s first USB cable brand, challenging imports and pushing toward phone assembly. Can his startup spark a local tech shift?
At just 32, Anthony Muthungu has etched his name into Kenya’s industrial history as the first local manufacturer of USB cables—a space long dominated by foreign imports. His startup, TOTOSCI Holdings, is now making waves from a small factory in Kirinyaga County, 136 km south of Nairobi.
This milestone is no accident. Kenya, often called “Silicon Savannah” for its booming tech ecosystem, ranked 8th among 28 Sub-Saharan African economies in the Global Innovation Index (2023). Although Mauritius, South Africa, Tunisia, and Morocco top the continental list, Kenya continues to rise slowly and steadily.
Muthungu, a computer engineering graduate from Zetech University, is now recognized across East and Central Africa as a pioneer in tech manufacturing. His high-quality USB cables, which rival global imports, mark a turning point in local innovation.
From STEM School to Manufacturing Floor
In 2020, with a fresh degree in hand, Muthungu launched TotoSci Academy, a mobile STEM school for children aged 4–17. But COVID-19 forced it to shut down. Frustrated but restless, he pivoted—triggered by something surprisingly mundane: faulty USB cables at home.
“I had six cables—and none worked,” he says. Curious, he bought 7,000 broken cables from friends at KSh 10 each (~US$0.08), dismantled them, and discovered a common flaw: low-quality materials. That discovery sparked a bigger idea.
Within months, he launched TOTOSCI Holdings to build something better—locally made, quality USB cables. His first prototypes gained approvals from KEBS and KEPROBA, Kenya’s standardization and export branding agencies.
Building a Brand in a Skeptical Market
Despite official certification, Muthungu faces challenges. Many Kenyans view local products as inferior—a colonial-era mindset that undervalues domestic innovation.
“Some want me to sell cheaply just because it’s made in Kenya,” he says.
With startup capital of KSh 3 million (US$24,900)—loaned by a friend—he set up operations. Today, his factory produces 300–500 USB cables daily, priced competitively at KSh 135–200 (US$1.12–1.66). All cables are promoted via social media, where the brand is gaining traction.
The business now directly employs eight engineers and supports 20 more through its supply chain. The manufacturing machinery is imported from India and China—another hurdle that adds to startup costs due to Kenya’s high tax regime.
Innovation in an Unregulated Ecosystem
Kenya’s startup scene is thriving—raising KSh 21.4 billion (~US$178 million) in 2023 alone, according to the Association of Countrywide Innovation Hubs. Yet unlike South Africa, Tunisia, or Nigeria, Kenya lacks a formal startup policy.
That may change with the Startup Bill 2021, which aims to govern relationships between startups, investors, incubators, and government institutions. Meanwhile, agencies like KeNIA offer support through commercialization guidance and investor linkages.
Eyes on the Future: From Cables to Smartphones
Muthungu’s vision doesn’t stop with USB cables. By 2023, he plans to start manufacturing mobile phone accessories. By 2025, he hopes to be assembling full mobile phones in Kenya.
“Even if I make just KSh 1 profit per cable and sell to a million people, I’ll be at KSh 1 million,” he says. “The environment is tough—but I’m here for the long haul. I’m an industrialist at heart.”
Keywords:
Kenya USB cable manufacturer, Anthony Muthungu, TOTOSCI Holdings, Kenya tech innovation, Silicon Savannah, startup challenges, mobile phone assembly