Innovation | Quality | Service
DIGI is a home appliance brand committed to delivering high-quality, affordable, and reliable products that meet the needs of African households. We source products from China, Turkey and trusted manufacturers worldwide. DIGI focuses on offering modern, durable, and functional appliances tailored to the unique needs of Africa.
DIGI’s vision is to become the leading home appliance brand in Africa. Our goal is to offer smart, affordable solutions that enhance the daily lives of African families. We aim to be relevant to a variety of lifestyles and environments across the continent, addressing the specific needs of African households.
DIGI’s expansion across Africa will be driven by these brand guidelines, ensuring that every product, campaign, and partnership reflects the brand's core essence: empowering African homes with smart, reliable, and affordable appliances. By staying true to these values, we aim to build a brand that feels local wherever it goes.
Founded in 1956 as Central Trading Company, the business has steadily grown from its roots into a consumer electronics leader by 2003, laying the foundation for DIGI. In 2018, it elevated customer care with the launch of a state-of-the-art service complex, and by 2025, it is set to expand regionally with smart-connected appliances, reinforcing its commitment to innovation and after-sales support.
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*In‑store prices may vary*
