People build businesses.Relationships build them for generations.
Family-owned since 1977. Built on grit, intelligence, trust and getting the job done.
Making Things Happen
- Established
- Kigali, 1977
- Ownership
- Family-owned, professionally managed
- Sectors
- Property · Mobility · Trade · Materials · Equipment · Resources
- Presence
- Africa, the Middle East and Asia
Who we are
Our Story
SAR started in 1977 with a simple garage and repair business. Nothing fancy — just good work, good relationships and a determination to get things done.
That spirit stayed with us as we grew.
By the 1980s, we were representing international brands across Africa and trading across the continent, with a particular focus on markets such as Nigeria. We learned early that doing business in Africa takes more than a good product. You need to find a way, deliver on your word and build relationships that last.
The 1990s took us deeper into Asia, building the sourcing, trading and commercial relationships that would become an important part of our DNA.
From 2012 onwards, we turned our focus back towards Africa, expanding our representations, businesses, developments and infrastructure.
Today, SAR is a little different from that first workshop — but the fundamentals haven’t changed.
We are technically and commercially smart. We are conservative in how we manage risk, but dynamic in how we pursue opportunity. We build relationships, we deliver, and when there isn’t an obvious way forward, we find one.
Almost five decades on, we are stronger than ever — and geared to grow faster.
SAR Africa
Making Things Happen.
What we do
Our Businesses
Six operating businesses delivering specialised industrial, retail and infrastructure solutions across three continents.
Property & InfrastructureReal Estate
Retail, residential and logistics assets in Kigali — anchored by Masterpiece Mall, our flagship destination on Airport Boulevard.
Learn more→
Dealerships, Body Building & WorkshopsAutomobiles
Isuzu · Special Purpose Vehicles · Hyundai
Exclusive Isuzu and Hyundai distribution across Rwanda and Burundi — commercial trucks, pickups, purpose-built vehicles and passenger cars, backed by our own Kigali body-building plant and workshops.
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Global Sourcing & Trade FinanceTrading & Distribution
Casio · Sakura Hoseki · FMCG (Nescafé, Hershey’s)
Sourcing, consolidation and trade finance linking Hong Kong, Guangzhou and Dubai to African growth markets — carrying Casio, Sakura Hoseki and FMCG brands including Nescafé and Hershey’s.
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Architectural & Industrial SupplyBuilding Materials
Electrical cables · Tiles · Sanitary
Electrical cables, tiles and sanitaryware supplied at volume to contractors and institutional developments.
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Machinery Spares & ToolsHeavy Equipment
Caterpillar parts
Caterpillar parts, engines and tooling that keep extraction and earthmoving fleets running across the DRC and East Africa.
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Resource ExtractionMining
Alluvial gold
A 50 square-kilometre alluvial gold concession in the Central African Republic, operated to strict regulatory and community standards.
Learn more→Our history
Almost five decades, one direction
From a single garage in Kigali to six businesses across three continents — the same way of working at every step.
1977A garage and repair business
SAR starts with a simple garage and repair business. Nothing fancy — just good work, good relationships and a determination to get things done.
Kigali, 1977 — the city SAR started in.
1980sBrands and trade across Africa
We represent international brands across Africa and trade across the continent, with a particular focus on markets such as Nigeria.
Lagos, 1980 — Nigeria was one of the decade’s principal trading markets.
1990sDeeper into Asia
The sourcing, trading and commercial relationships built across Asia become an important part of our DNA.
Hong Kong, 1995 — the decade the Asian sourcing relationships were built.
2012Back towards Africa
From 2012 onwards we turn our focus back towards Africa, expanding our representations, businesses, developments and infrastructure.
Downtown Kigali, 2012 — the year the focus turned back to Africa.
TodayStronger than ever
Six sectors and eight offices across three continents — conservative in how we manage risk, dynamic in how we pursue opportunity.
Masterpiece Mall, Kigali — retail, property and the Isuzu showroom on one site.
Our People
A message from the Managing Director
“We believe good businesses are built over time.”
We look for opportunities where others may see complexity — and we build businesses around what those markets actually need.
Chirag Daswani
Managing Director, SAR Africa
How we operate
Governance & Values
SAR is a privately owned, family-led business built over almost five decades.
Our long-term ownership gives us the freedom to think beyond the next quarter, while our professional management approach keeps us disciplined in how we operate.
We believe good governance starts with simple principles: integrity, accountability, prudent risk management and doing what we say we will do.
Family ownership provides continuity. Professional management provides discipline. And strong relationships with our partners, customers and people remain at the heart of how we do business.
As we grow, we continue to strengthen our systems, processes and controls across the markets in which we operate.
Integrity
Accountability
Prudent risk management
Doing what we say we will do
Where we operate
Different Markets. Different Challenges. One Way of Working: Get It Done.
Africa
Bangui
Central African Republic
Mining operations
Bujumbura
Burundi
Automotive distribution
Kigali
Rwanda
Group headquarters
Middle East
Dubai
UAE
Trade & finance
Asia
Hong Kong
SAR, China
Trading house
Guangzhou
China
Sourcing
Yiwu
China
Consolidation
Tokyo
Japan
Precious stones export
Ever Expanding
Get in Touch
Whether you are a supplier, a customer or a partner looking at a frontier market, we would like to hear from you.