Keroche CEO: I usually take a Summit Malt after my meals

By Jevans Nyabiage

Keroche CEO Tabitha Karanja tells of her experience at the helm of the rising brewery:

What is your take on the regulations and taxes in the alcohol market?

There are too many changes happening in the market, which can either hurt or be beneficial to the industry. For instance, the “Don’t Drink and Drive” regulations are good for the industry, but others like advertising being pushed to odd hours could affect us.

On taxation, that’s where I feel the more we tax beer, the more people run to illicit brews. This means the Government is losing out as they push more Kenyans to illicit drinks.

Are you selling Keroche?

Not now, though many multinationals have approached us. I feel Keroche belongs to Kenyans, and in the future, we will give them an opportunity to own it. We intend to go to the stock market in the next five years.

What new trends are you witnessing in the brewing market?

Competition is more and more on innovation. The minute we make good products, customers are there. People would want to take a beer every evening; a beer after meals, I’m sure that market is there and that’s the market I’m looking for.

For me, that’s what I do — take one Summit Malt after meals, and I feel good because it is natural. It is better than most soft drinks that have a lot of sugar. Summit Malt is liquid bread. It is only that it is malted barley that’s allowed to ferment and then put into a bottle. It has the same ingredients used for bread.

What were you doing before getting into brewing?

We had a hardware business. I wanted to enter into manufacturing, and we saw a huge market in the low-end alcohol market. Most Kenyans were at the mercy of illicit brews. We came up with a product that was affordable, hygienically produced, well packaged and met international standards. It was received well. After 10 years in this business, we entered the beer market.

How do you spend your free time?

My free time is limited and is usually around weekends. I mostly spend it with my family.

Tell us about your family.

I have two daughters and two boys. The last born is 23. The boys have starting joining us in business and one daughter started her own business, a water brand called Executive. The lastborn is finishing school this year. My husband Karanja is the chairman. He is very active in the business. He works five days a week.

Your top tips for entrepreneurs?

Focus on whatever you are doing, have a good vision and work very hard. Love your job and give it your all. Also, finding the balance between family and business is very important.