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Case study: Clean leap for Tunisian family firm expanding with private equity

Search the shelves of most North African supermarkets for a bag of nappies, a roll of toilet paper or a pack of sanitary towels and you will ... see the name Lilas, the brand of Tunisia's Sociéte d'Articles Hygiéniques (SAH). Founded in 1995 by wife and husband team Jalila Mezni and Mounir el Jaiez, SAH had captured 50% of the Tunisian market for hygiene products within two years and quickly began exporting to neighbouring countries.