Crown Paints is targeting a 50 per cent market share in the Tanzanian premium paints segment.
The company will introduce decorative (water and oil-based), automotive, varnishes and specialized floor paints into the market.
It expects to leverage its superior brand quality supported by strong research and development department to successfully penetrate into the Tanzanian market.
“We are aware of the level of competition in the paints market in Tanzania and we are certain that through sharing product knowledge and educating customers on products uses and benefits, we shall create high demand for our brands,” said Crown Paints CEO, Rakesh Rao.
Mr Rao said since the Tanzanian market is economy-based; there will be a need to promote premium brands so as to raise national overall paints standards.
He, however, lamented the slow pace of clearance at the borders, saying this has impacted negatively on regional trade within East Africa.
The company plans to be in every country in East Africa by 2013 through strategic partnerships.
“2012 and 2013 will see Crown Paints emerge as a truly regional player, with plans to be in each country and supported by partners,” said Rakesh Rao.
The paint maker has already made inroads into the Ugandan market, where it is manufacturing under the brand name of ‘Regal’ and is looking for new investments with regard to manufacturing facilities.
It is also upgrading its manufacturing facility in line with ISO14001 and expects to be fully compliant by the end of 2012.
The company, which operates in Kenya, successfully weathered a difficult economic environment last year to post a pre-tax profit of Ksh200.5 million up from KSh169.4 million in 2010.
Crown Paints annual turnover also increased by 25.5 per cent from Ksh3.06 billion in 2010 to Ksh3.85 billion last year.