Equator Bottlers looks to value addition, local outlets for growth

One Degree Solar founder Gaurav Manchanda(left), Coca-Cola Kiosk owner Jemimah Njoki (centre) and Nairobi Bottlers limited managing director Patrick Pech during the Coca-Cola launch of solar initiative to empower small businesses, April 17, 2013. SALATON NJAU 

 

By MOSES ODHIAMBO

The Kisumu-based Coca-Cola franchise Equator Bottlers has embarked on a new strategy to boost its presence in the western Kenya market.

The company, which is under new management, has also put up a high speed production line and increased value addition to its products.

Managing director Enrique Huguet told the Business Daily that the company was seeking to enhance its product presence through building networks with individuals and associations.

“We have grown to more than 3,000 outlets in our territory, creating employment for women who are the key focus in the new initiative,” said Mr Huguet.

“We have reached about 300 women entrepreneurs drawn from our territory to be empowered in the ‘5 by 20 Initiative’ launched and scaled up across other 11 countries,” said Norma Asimba, Equator Bottlers public relations and marketing manager.

The new team of managers has also revised the company’s operation strategy that will see more of its product brands outdo new arrivals from competitors.

Mr Huguet said the entry of the county governance structures has opened opportunities for the bottler’s regional growth through expanded market, good relationships that build investor confidence and an opportunity to advertise widely.

He added that said the new Sh500 million bottling line was performing in an exemplary way.

“The new line is working at the rate of 40,000 bottles per hour; this is closing the gaps in the service to the company’s customer base of over six million people in Western Kenya territory with an assured sustained capacity till the year 2020,” he said.

Equator Bottlers officials said their products conform to high quality standards set by the Coca-Cola Company and regulatory authorities.  

“We have witnessed a huge potential for growth of our volumes as we have achieved more than half of our projected target for 2020 through the heavy investment in mass market equipment,” said Mr Huguet.