In 1997, a group of enterprising entrepreneurs established a modest hardware store in Kariobangi, unaware that nearly three decades later, this venture would evolve into a prominent paint manufacturer distributing products nationwide.
While managing the hardware, the entrepreneurs processed client orders for a range of paint colors, which they created by combining various components in a bucket with the use of rods.
Although this traditional method was labor-intensive, it proved to be a valuable learning experience, equipping the entrepreneurs with essential knowledge regarding the production and marketing of paint products.
“The business had a very humble beginning, but has over the years grown to a point where we supply all the categories of paints needed to decorate homes,” Stephen Moche, a director at United Paints Limited said.
As the enterprise expanded, production operations were relocated from Kariobangi to a more spacious facility in Njiru.
Here, the entrepreneurs implemented advanced equipment and recruited additional professionals to elevate the business further.
The company made significant investments in point-of-sale tinting machines, capable of generating over 10,000 unique color shades tailored to customer preferences..
“Many of the clients we interacted with were telling us they couldn’t use certain paints because they perceived them to be for the high end. Meanwhile, the ‘high end’ who used these paints needed an alternative that was high quality but affordable,” Moche said.
After the introduction of their premium product, ‘Unicolor,’ the company gained significant recognition across the nation. In 2021, it was honored as “the most quality affordable paints brand in Kenya.”
Starting with a single employee, the business has grown to employ over 100 individuals and is planning to move to Kamulu, where they have established an additional facility to enhance their production capabilities.
“We have ambitious plans to grow further into serving the larger East African market, where we will be able to take advantage of the expanding construction industry,” posed Moche.
The business primarily operates on a B2B model, selling directly to hardware retailers.
These retailers are equipped with tinting machines, enabling them to provide customers with customized paint colors on demand.
The company maintains a close collaboration with painters, engaging them in various forums during the launch of new products or the introduction of emerging color trends.
Additionally, it offers training to painters on effective paint application techniques and color matching to evoke specific emotions, recognizing that the growth of their business is contingent upon the painters’ ability to enhance value for their clients.
“Our industry is highly influenced by the painters, these are the people who have a lot of influence on the products that the developer will use for the housing, so we have to stay in touch with them,” said Stephen Moche, a director at United Paints Kenya.
The company has recently initiated a campaign titled ‘changamkia unicolour, pata helaa’, designed to attract painters.
Upon purchasing the paint, customers will discover a token inside the packaging that can be scratched off and sent to a USSD code for cash redemption.
Additionally, the firm leverages popular social media platforms such as TikTok, Facebook, and WhatsApp to engage with clients, conduct transactions, and facilitate training.
“Marketing has completely changed and it continues to do so every other day, so depending on the clientele that we are facing, we do both the top line and below the line marketing to engage with our customers,” said Moche.
In an effort to help community, the company engages in various outreach initiatives, which include providing support to a children’s home and offering mentorship to young individuals, equipping them with skills in painting and self-sufficiency.
Additionally, United Paints Limited has established collaborations with higher education institutions, including Embu University, which facilitates internships for its students, allowing them to gain practical experience in business operations and apply their academic knowledge effectively.