TABITHA KARANJA
Africa's gender-and-monopoly-busting brewer
Founder of Keroche Breweries
Country: Kenya
Sector: Brewing & Alcoholic Beverages
Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art production facility is targeting 20% of the Kenyan market.
For her enormous contribution in liberalizing the liqour market in Kenya, Tabitha was honored by President Mwai Kibaki in 2010 with a most significant Kenyan accolade - the Moran of the Order of the Burning Spear (M.B.S.) Award.
Tabitha's Startup Story
For the past 18 years, this determined woman entrepreneur has battled against monopolies, high taxation, industry sceptics and other challenges to create a Kenyan business success story that is internationally admired.
Tabitha is the Chief Executive of Keroche Breweries, the first alcoholic beverage producer to be wholly owned and operated by an indigenous Kenyan – and, a woman. Her inspirational story is one of a woman who started small in business but dreamed big, and because of her determination and perseverance emerged as one of the most successful women entrepreneurs in Kenya and a true force to be reckoned with in the beer brewing industry in Africa.
Read more about Tabitha's startup story →
Tabitha epitomises the 'against-all-odds' entrepreneur's story. She chose a path that led her to confront a totally male dominated industry in her country. She battled with banks unwilling to part with desperately needed start-up capital; stared down a 87 year-old intrenched multinational monopolist; incurred the wrath of uncooperative government officials who at one point shut-down of her offices! Yet somehow, Tabitha has successfully navigated all these setbacks and today controls at least 20 percent of Kenya’s beer market. This gender busting and pioneering woman is a true inspiration. --- Melanie Hawken, LoA founder & editor-in-chief
"The support of the Kenyans has kept me going all this time because I think that without their support it would have been very hard for anybody to continue doing the business,"...."If we support one another, we Kenyans, we Africans, we'll be able to do even bigger than what the multinationals can do."
"Women have always believed that it is men who are supposed to do that ... so for me what we can do is challenge the women to think further and to believe that we can do even better than men."
"If we support one another, we Kenyans, we Africans, we'll be able to do even bigger than what the multinationals can do."
Featured
The Keroche Foundation Young Entrepreneurs Mentorship Program is one of the tangible ways that leading Kenyan entrepreneur, Tabitha Karanja, founder of Keroche Breweries, is fulfilling her vision of empowering a new generation of young entrepreneurs in her country. Five young women entrepreneurs have just been recognized for their business building activities in the second cohort to graduate from the program.
The Africa Report has just published its list of the 50 women Star Dealmakers, the trendsetters, trailblazers and game-changing business brand-builders, who are shaking up the world of business on the African continent. Two of the women making the list and who have definitely made their significant mark in the drinks industries are Tabitha Karanja, CEO Keroche Breweries; and Julian Adyeri Omalla, Managing Director of Delight Uganda.
The inspirational Kenyan entrepreneur, Tabitha Karanja, founder of Keroche Breweries, has been recognized for her achievements with the 2016 Global Inspirational Women Leadership Award. This prestigious award was presented by the Centre for Economic and Leadership Development (CELD) an organization in special consultative status with the United Nations Economic and Social Council (UN ECOSOC) and the National Organization of Black Elected Legislative Women (NOBEL Women), USA.
Kenya's Keroche Breweries founder and chief executive Tabitha Karanja has been recognised for her fighting spirit and entrepreneurial mind. She received the Entrepreneurial Excellence in Africa Award in the Lifetime Africa Achievement Prize in Accra, Ghana on Saturday 20 August, becoming only the fourth Kenyan to have won the prize after former President Mwai Kibaki, industrialist Manu Chandaria and US-based Harvard University Professor Calestous Juma.
Marrakech, Morocco: The 9th annual Africa Awards for Entrepreneurship, a celebration of successful African entrepreneurs from across the continent, has awarded Tabitha Karanja founder of Keroche Breweries, their 2015 Transformational Business Award. This award is given to a notable business leader who has created significant socio-economic impact in Africa by building a business with revenues greater than USD $50 million.
Tabitha Karanja does not boast about being a woman in an industry dominated by men; rather, she asserts that an entrepreneur is defined by his or her innovation. “When I began Keroche Breweries in 1997, I did not believe in copying other brands that were in existence. Instead, I carried out research to understand the gap in the market,” she says. Her findings, a little savings and acres of land jointly owned with her husband formed the foundation for a thriving alcoholic beverages business worth billions today.
Source: BBC News | By Maina Waruru | 4 May 2015
It was a thirst for success that saw Tabitha Karanja put herself in the role of a David taking on a Goliath. The 50 year old is the founder and boss of the only large-scale brewery in Kenya actually owned by a Kenyan. Mrs Karanja, one of only a handful of female brewery owners across Africa, set up the business - Keroche Breweries - with her husband back in 1997. Initially making a fortified wine, the company has since moved into spirits and, from 2008, making beer
Kenya's Keroche Breweries is investing 5 billion shillings ($55 million) to increase its capacity tenfold and help it grow its share of the alcohol market six-fold to 20 percent in about a year, its chief executive said. Founder, Tabitha Karanja told the Reuters Africa Investment Summit the money was being used to build a new 1 million hectolitres-a-year brew house and bottling line to be launched this month that would help the company raise its market share from 3 percent.
Keroche Breweries, founded by leading Kenyan entrepreneur Tabitha Karanja, is all set to launch its new, ultra-modern and automated beer bottling plant in March. The Naivasha-based bottling plant will commence full operations end March producing over 30 beer brands, increasing Keroche Brwereries annual beer production from 10m litres to 100m litres. The investment in the new plant has been estimated at 2.5 Billion Kenyan Shillings.
Entrepreneur Advice
Always treat your customer as king....
"For me the customer is always king. They are and always will be my number one priority. I am up at night wanting to make sure they are happy and satisfied with the products we produce for them.”
Tabitha Karanja, founder and CEO of Keroche Breweries (Kenya)
Always value the people around you - it is they who help you succeed....
“I have my family to thank for motivating me to succeed, in addition to many Kenyans who have continued to stand by us. My employees have also believed in my dream and helped me accomplish it and without them I would not be where I am today”
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art production facility is targeting 20% of the Kenyan market.
Ladies, don't by shy about competing with men in business....
“This is the 21st century and what a man can do a woman can do. It’s time we showed them through action”
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art factory produces 10,000 bottles of gin and ready-to-drink vodka, as well as 15,000 bottles of beer per hour.
Videos
Tabitha Karanja, founder and CEO of Keroche Breweries in Kenya, talks about the importance of empowering women and allowing them to play a key role in growing the economy in their country.
Source: SABC News | Published on March 4, 2015
Tabitha Karanja, founder and CEO Of Kenya's Keroche Breweries talks about her latest move and major investment to increase her company's production capacity. Keroche Breweries plans to raise its share of the beer market by 20 percent over the coming twelve months. It started in 1997 as a wine maker, then diversified into beer and spirits in 2008.
Source: CNN African Voices
Watch this against all odds story of this 48-year-old entrepreneur who has painstakingly turned the first Kenyan-owned brewery into a lucrative business. In the process, she had to succeed where others had tried and failed in the face of an entrenched monopoly.
Source: Citizen News Kenya
Watch this video where Tabitha Kranjathe the amazing Kenyan entrepreneur who founded Koroche Breweries 15 years ago talks about her entrepreneurial journey - starting out as a small family hardware store to now running a massive brewery empire.
Source: Capital Talk | published on Jul 30, 2012
Keroche Breweries Limited Chief Executive Officer Tabitha Karanja discusses a 15 years journey of founding Keroche Breweries Limited, sharing the ups and downs and challenges she has been through.
Source: KTN Kenya | published on February 6, 2011
KTN's Money and Power programme features Kenya's femme fatale of business, Tabitha Karanja. Her's is a David and Goliath type- story. When she first opened her distillery, many thought she was crazy to enter the brewing business which was then a monopoly of the East African Breweries Limited. The challenges were many, but she has managed to rise to become an industrialist while running a billion shilling brewer that's still growing. KTN's Cynthia Nyamai spoke to Tabitha Karanja about "the money and power".
Quotes
"For me the customer is always king. They are and always will be my number one priority.”
Tabitha Karanja, founder of Keroche Breweries (Kenya)
“… women feel their products and want to provide quality as they pay attention to details, causing customers to keep coming back.”
Tabitha Karanja, founder and CEO of Keroche Breweries (Kenya)
“There are no shortcuts in life and to be successful you need to go the extra mile. There is also no time, so don’t waste it and whatever you do, be it as a student, parent, employer or employee, always strive to be the best”
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art factory produces 10,000 bottles of gin and ready-to-drink vodka, as well as 15,000 bottles of beer per hour.
"I have always been driven by the need to prove that African women have what it takes to get things done and at the right time.”
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art factory produces 10,000 bottles of gin and ready-to-drink vodka, as well as 15,000 bottles of beer per hour.
“I knew what I wanted in life and I worked day and night to achieve it, and here I am.”
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art factory produces 10,000 bottles of gin and ready-to-drink vodka, as well as 15,000 bottles of beer per hour.
“Morocco is at the top of Africa. Until I reach Morocco with Summit (one of Keroche’s beer brands) and go all the way down to South Africa, I am not stopping. I will never say I am tired because there is still more ahead.”
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art production facility is targeting 20% of the Kenyan market.
"We have that challenge now we as Africans, to be part of investing in our own continent. Africa is rising."
Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer.
“I believe women entrepreneurs can do so much better than men, because women feel their products and want to provide quality as they pay attention to details, causing customers to keep coming,”
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer.
"If we support one another, we Kenyans, we Africans, we'll be able to do even bigger than what the multinationals can do."
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art factory produces 10,000 bottles of gin and ready-to-drink vodka, as well as 15,000 bottles of beer per hour.
"I believe in myself. I also work very hard and I've got the inner determination to achieve what I set out to do."
- Tabitha Karanja is founder and CEO of Keroche Breweries. She is one of Kenya's leading entrepreneurs, a remarkable trailblazer and an example of a woman made good against all the odds. Tabitha chose to venture where none before her had dared. She took on an 87-year-old business monopoly and entered an industry with a deeply entrenched male gender stereotype. Tabitha broke the mould to become Kenya’s first home-grown beer and alcoholic drink manufacturer. Today, her company's state-of-the-art factory produces 10,000 bottles of gin and ready-to-drink vodka, as well as 15,000 bottles of beer per hour.
Social Impact
Tabitha Karanja, CEO of the groundbreaking Kenyan Keroche Breweries empire, has a vision for the empowerment of a new generation of young entrepreneurs in her country. The Keroche Foundation Young Entrepreneurs Mentorship Program is one of the tangible ways she is fulfilling that vision.
Tabitha Karanja's Keroche Breweries has announced plans to expand its young mentorship programme to other parts of the continent as part of supporting emerging young entrepreneurs. The Keroche Foundation has set aside Sh50 million this year as part of empowering and connecting the group with masters of industry, experts and consultants.
The Keroche Foundation, the brainchild of Keroche Breweries CEO, Tabitha Karanja, whose 18 year journey to create the first truly Kenyan owned beer manufacturer has become a celebrated benchmark for locally owned businesses in Kenya and Africa, has announced it will spend about Sh20 million to mentor nine young and established entrepreneurs in the second phase of its business academy.
Source: Keroche Foundation | Published on June 18, 2014
Tabitha Karanja founder of Keroche Breweries has launched the Keroche Foundation a not-for-profit organization dedicated to helping young Kenyan entrepreneurs harness their leadership potential and passion to sustain business ideas. Watch this video which provides a look at their mentorship programme.
Source: Kenya CitizenTV | Published on May 27, 2014
Tabitha Karanja, founder of Keroche Breweries has established the Keroche Foundation to mentor young Kenyan entrepreneurs. The Foundation's launch comes at a time when the government is preparing to establish 60 new technical training institutes to enhance the skills of the country's youth.
Awards & Accolades
Tabitha's awards and honours include:
- 2016 - Tabitha receives the Entrepreneurial Excellence in Africa Award in the Lifetime Africa Achievement Prize
- 2015 - Tabitha receives the 2015 Transformational Business Award from the Africa Awards for Entrepreneurs AAE
- 2014 - Tabitha is awarded Business Woman of the Year at the East African round of the CNBC Africa All Africa Business Leaders Awards (AABLA)
- 2010 - Tabitha is honoured by former President Mwai Kibaki with a Moran of Burning Spear (MBS) for contribution to liberalizing the liquor market in Kenya
Tabitha Karanja, CEO of the groundbreaking Kenyan Keroche Breweries empire, has a vision for the empowerment of a new generation of young entrepreneurs in her country. The Keroche Foundation Young Entrepreneurs Mentorship Program is one of the tangible ways she is fulfilling that vision.