Bidco Africa Ltd, known for its household products such as Elianto and Kimbo has hired former Diageo Plc executives to spearhead a continent-wide expansion plan.

Gerald Mahinda, who previously headed Diageo and Heineken NV joint venture Brandhouse South Africa, will be CEO of the newly-created Dance Africa Corp, a holdings company under which the company will expand. Bidco Africa Executive Chairman Vimal Shah was quoted as saying by Bloomberg that three former Diageo top managers will oversee the growth plan. “Dance Africa is becoming a mother ship,” he said.

“Once these small boats come on to the mother ship, they all come and own the ship and on-board their business.”

Mahinda is joined by Guinness Nigeria Plc ex-managing director, Baker Magunda, as Dance Africa’s chief growth officer and managing director at Bidco.John K’Otieno, who held senior positions at Stoli Group, Diageo, Coca Cola Africa and GE Africa, will head operations at the new Mauritius-domiciled entity. Dance Africa now has a family-owned business called Bidco as its owner, but it intends to enter into more partnerships with businesses looking to expand regionally to become a pan-African corporation, Bloomberg said.

The goal of Bidco Africa is to establish a continental company in Africa, where Statista projects that consumer and business expenditure will increase from around $4 trillion in 2015 to $6.6 trillion in 2030.

The expansion marks a major step as one of the country’s manufacturing companies embarks on an ambitious growth plan that has only been common in the banking sector.