In the heart of New Brighton, in the Eastern Cape, a determined Khulile Moyake set out to rewrite the narrative of his community as being crime ridden.
“I was wondering why 
this was the case,” he said, reflecting on the high crime levels. “And the answer I received was that ‘I have no one to look up to’. I went to the drawing board to figure out how I could solve the problem of a lack of role models and tackle unemployment in the process.”
From that deep reflection, Asicoce Products was born — a homegrown detergent manufacturing business with a mission to provide affordable, high-quality cleaning products while also empowering the community.
Moyake adds that the aim is to control the entire value chain in the manufacturing process while ensuring that the products are affordable.
While the business began in 2022, the journey started much earlier.
Before founding Asicoce Products, Moyake worked at a local Hungry Lion franchise.
“I had this feeling that I was not doing enough. I decided to quit my job and started researching opportunities that I could pursue. I realised that every household uses detergents and I thought maybe I could give it a try,” he said.
Initially, he sold and resold established detergent brands, but the model was not financially sustainable.
“I did not have the money to do proper research, so I had to settle for just searching on the internet. I googled ‘how to make a liquid soap’ and I found a channel on YouTube,” he said.
With no formal training or funding, Moyake dedicated a year and a half to learning and refining his formulas.
“The first year was purely research and development and I kept making mistakes. I tried to sell it, but customers complained that the soap was not foaming. I went back to the drawing board and tried again until I got it right,” he recalled.
Today, Asicoce Products manufactures and sells three key cleaning products: dishwashing liquid, thick bleach, and a multi-purpose cleaner.
Moyake handles everything himself — production, marketing, and sales.
“The business is still growing. So, I go door-to-door trying to make sales. I try to market the business wherever I go,” he said.
Moyake remains steadfast in his dream.
Asicoce Products aims to become the first-choice detergent brand in South Africa — not just for its affordability and effectiveness, but for its commitment to sustainability and community upliftment.
Visit asicoceproducts.com for more information.
You can reach Asicoce Products on WhatsApp: 067 941 9990 or Email: info@asicoceproducts.com
Email
Facebook
Twitter
WhatsApp