Mutandis, the Moroccan consumer goods group, is making a bold move to deepen loyalty within its leadership team—by offering them a bigger stake in the company’s future. In an upcoming shareholder vote, the company will propose a targeted capital increase designed to give around thirty top executives the opportunity to boost their ownership in the firm.
The plan involves issuing up to 120 million dirhams in new shares, reserved solely for key figures within the company. If approved, their collective stake would rise to nearly 12%, up from the current 7.3%. This total includes shares already held by founder Adil Douiri, whose influence remains central to the company’s direction.
In announcing the initiative, Mutandis emphasized that its past achievements—and its ambitions for the future—rest squarely on the shoulders of its leadership team. The company praised the strength and unity of a management group that’s been carefully built over the past fifteen years, pointing to their expertise as a cornerstone of continued success.
To make the deal attractive, the offering price is set at 263 dirhams per share, a slight discount from the 310-dirham market price recorded on March 28. But this isn’t a quick windfall—the shares will be locked in for 36 months. That lock-up period is meant to encourage long-term commitment and ensure that leaders stay invested, not just financially, but strategically.
Beyond reinforcing loyalty, the move also aims to align performance with reward. Proceeds from the share offering will go toward reducing the company’s net debt, which currently stands at 850 million dirhams. By cutting down its liabilities, Mutandis will have more flexibility to invest in future projects and navigate the demands of an increasingly competitive industry.
Ultimately, this isn’t just about numbers—it’s a strategic signal. Mutandis is making it clear that growth will be shared with those helping to drive it. In the crowded consumer goods market, where margins are tight and competition is fierce, this kind of internal alignment could be what sets the company apart.
