Maad is an FMCG distributor that connects small retailers and Fast-Moving Consumer Goods suppliers. The company was founded in 2020 and is headquartered in Dakar, Senegal. The software digitizes traditional retail supply chains by allowing shop owners to use a mobile app to source inventory directly from partner suppliers. Retailers use the app to order products, secure working capital loans, and receive deliveries within 24 hours.

The business provides suppliers with software-as-a-service (SaaS) tools and generates revenue through data sales. The system tracks product performance, market share, and inventory levels in real time. These data insights help brands execute sales strategies, analyze competitive positioning, and run targeted promotional campaigns. The software enables large producers to maximize product visibility and sell directly to tens of thousands of informal market retailers.