In a draconian era, someone would have told Keroche CEO Tabitha Karanja to steer away from the business of beer making and maybe focus her energy on a more “Woman friendly enterprise” But luckily enough, we are in a life time where women can do anything. From CEO’s, entrepreneurs to presidents, name it, you will find a women occupy the seat with no apologies to offer. What a man can do, you know how that goes.
Tabitha Karanja dared to tread where many feared to tread since few were bold enough to go there. The market hadn’t been penetrated yet and the risks of incurring losses due to high competition from already established companies were high. But over the years since 1997, Tabitha has proved that no mountain is too high to scale.
Tabitha Karanja, has been rated the second woman to watch in 2013 by Ventures Africa Magazine. She has also been rated among 13 other iconic women in Africa.
From an intense research around the web and other publication we gathered this much about the first Kenyan to own a beer company.
What was her first job?
I worked as a librarian with a government parastatal. I later started a hardware business.
What challenges did she face while starting up Keroche Industry?
Who had the biggest impact on her career and why?
My family. I have always felt the responsibility to succeed and never fail them. They have also held me up and encouraged me during tough times.
What keeps her awake at night?
I owe the success of Keroche Breweries to Kenyans who decided to support me no matter what. How to satisfy our customers keeps me awake. We are currently thinking of expanding the beer section. I will be at ease when I know Kenyans can get constant and regular supply of their beer throughout the country.
What are the top reasons for her success in business?
Having a vision, a dream and a cause. Hard work and resilience have also been key. Finding the right team to work with you is also paramount.
What challenges have she had to deal with in recent years?
In 2003 over ten depots in Central Province were raided by the provincial administration. she almost gave up as many forces including politicians and provincial administration conspired to bring down her emerging business.
But when she thought of her dreams crumbling down, Karanja would get renewed energy and this motivated and made her stronger.
Most recently as politicians campaigned their way around Kenya, Tabitha came forward to say the Uhuruto were posing a threat over her business since they had asked Kenyans to steer away from her beer.
What are her future career plans?
My future lies here at Keroche Breweries. Right now our focus is to build more on the five year strategic plan for the company. We are hoping to fully increase our market share in Kenya to 30% and 20% in the spirit and beer markets respectively. Then we hope in the next three years to explore the East African market before finally going African. My dream is to see Keroche grow to the whole of Africa.
What is her message for Africa’s aspiring young business people and entrepreneurs?
In whatever you do, money shouldn’t be your only objective.
A mother of two boys and two girls, Karanja always has time for the family despite her busy schedule. She says that in most cases, dinners are shared and birthdays are marked in a special way as ‘family is the best thing in her busy schedule’. Her advice to fellow women it to be strong and not to shy off from their dreams as nothing is impossible.
“I knew what I wanted in life and I worked day and night to achieve it and here I am.”Tabitha says.
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