The paint industry is one of the booming sectors in Kenya, thanks to the increasing construction activities.

Investors are now rushing to invest in the sector to address the high demand for paint products. United Paints, a renowned manufacturer of the Unicolor brand, is one of the major players in Kenya’s paint industry.

The company is owned by a businessman George Gichuki, a former hardware dealer whose entrepreneurial journey began in 1997.

At the time, Gichuki, in partnership with like-minded friends, started a small hardware store in Kariobangi, Nairobi, unaware that the venture would transition into one of Kenya’s leading paint manufacturers.

The early days of the business were marked by numerous challenges, from sourcing quality materials to competing with established players in the industry.

“The business had very humble beginnings, but over the years, it has grown to a point where we supply all categories of paints needed to decorate a home,” said Stephen Moche, one of the directors of United Paints, in an interview with Nation.

Kenyan man narrates how coffin business backfired: “I was left with 170 unsold”

The entrepreneurs persevered and did all they could to ensure customer satisfaction. As the demand for their products continued to soar, Gichuki moved United Paints’ operation from Kariobangi to a bigger space in Njiru.

This allowed him to install modern equipment, enhancing the production capacity of the company as well as market competitiveness.

“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 added.

Following the launch of their premium product ‘Unicolour’, United Paints began to receive nationwide recognition, and in 2021, they were voted as ‘the most quality affordable paints brand in Kenya.’

The business is mostly B2B, which means that they sell directly to hardware shops, whom they equip with tinting machines to be able to deliver whatever colour of paint a client would want, on the spot.

To effectively penetrate the market, the firm also works closely with painters, whom they engage on various forums whenever they launch new products or whenever new colour trends emerge.

“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,” remarked Moche.

United Paints uses digital tools for marketing, with most of its clients drawn from social media platforms, including TikTok, Facebook, and WhatsApp.

“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 top-line and below-line marketing to engage with our customers,” said Moche.

The company has so far created employment for over 100 people, contributing to the economy.