Crown Paints banks on dealer incentives to sustain premium paint sales amid economic pressures
NAIROBI, Kenya, May 14 – Crown Paints is ramping up dealer incentives and expanding its regional distribution network as the company navigates slowing consumer spending, rising raw material costs and growing competition in the paint industry.
The manufacturer on Wednesday unveiled the second phase of TAJI – The Elite Club, a dealer rewards programme that will see more than 70 top-performing dealers earn an all-expenses-paid five-day, four-night trip to Morocco as part of efforts to drive sales of premium paint products.
Group Chief Executive Officer Mustafa Turra said the programme is aimed at strengthening relationships with dealers who remain central to the company’s access to consumers and contractors across East Africa.
“We created a club we call TAJI, which is an elite club for our top-tier dealers dealing in premium products,” said Turra.
“There are incentives, rewards and discounts on the products they buy, but the biggest prize is the travel programme where this year we are taking 70 dealers to Morocco.”
The programme, first launched in Kenya in 2025, has now been expanded to Uganda and Tanzania, with participation growing to more than 200 dealers this year from about 100 dealers previously.
The expansion comes as manufacturers contend with softer household spending and higher operating costs linked to global supply chain disruptions and crude oil price volatility, which directly affects paint raw materials.
Turra acknowledged that consumers have scaled back spending but said the company is focusing on durable and premium products that offer long-term value.
“There has been a little bit of pullback in spending, but what we try to do is give products that deliver value to consumers.”
Besides the TAJI programme, Crown Paints also unveiled a new decorative finishes range dubbed Italia Series targeting consumers seeking premium interior décor finishes inspired by Italian marble textures.
The company said dealers remain critical to sustaining the wider construction and SME ecosystem, particularly through connections with contractors, painters and property developers.
The manufacturer recently sponsored 80 painters on a training and recognition trip to the Maasai Mara as part of efforts to strengthen technical skills and loyalty within its value chain.
Crown Paints is also pursuing wider regional growth, with the company indicating plans to expand into at least two additional East African markets within the next year while increasing exports to markets such as the Democratic Republic of Congo and Burundi.