Pwani Oil targets regional growth in dealership programme

Edible oils and soap manufacturer, Pwani Oil, has announced plans to expand its regional market by beefing up its local distribution network to serve an increasingly dynamic consumer market.

Pwani Oil Products Commercial Director Mr. Rajul Malde says the Mombasa-based manufacturer is focusing on the sustainability of its value chain by ensuring its distributors have the tools to grow their capacity in tandem with evolving market needs.

“Our distributors form an integral part of our aspiration to grow our business in the region. We are also constantly exploring ways to create a sustainable value chain for our business. This means growing our local and regional distribution capacity to achieve that goal,” he said.

He spoke when the company rewarded its top distributors at an event in Nairobi. Earlier this year, Pwani Oils conducted a successful marketing campaign dubbed ‘Nyakua Canter Promotion’ targeting distributors. A total of Kshs. 18 million in prizes was up for grabs and top sales agents went home with trucks, pickups, motorbikes, water tanks, ploughs and livestock.

Mr. Malde said the company will boost distributors based on volumes purchased in order to grow their businesses.

“We thought we needed to do this differently. Rather than just award cash, we sought ways to help our distributors grow their businesses in a sustainable manner,” he said.

The company has over the last three years rewarded over 300 distributors in marketing campaigns that run three months each year. Pwani Oil now plans to expand the campaign to include distribution agents in the region.

Mr. Malde also lauded the government’s commitment to growing the local manufacturing sector under the Big Four Agenda.

“Manufacturing is a key pillar under the Big Four to transform Kenya’s economy. As one of the largest manufacturers in the region, we see the fast-growing regional consumer market as a great opportunity for local companies to expand our capacity and market.” He concluded.