of animal husbandry like chicken sheds , cow sheds and any agri-based industries where people want to make cold storage , among many others .
What is your typical route to market like ?
We have a number of established MRM Service Centers across the country which come in handy as our key selling points , besides the distributors who help beef up our route to market foray . We also work hand in hand with industry related professionals like architects , engineers , consultants , influencers and direct industries who need customized structures .
With an ever-expanding footprint in Kenya and regionally , we are determined to build capacity at all our sales and service points to offer SAFBUILD and all our other growing building solutions . In time , SAFBUILD shall be offered on a franchise model , equipping an army of technical fabricators region-wide with the skills and tools to deliver a universally guaranteed quality at the local level and the benefit of a superior technology to all our clients using local capacity to address local needs .
How would you rate your product uptake thus far ?
Although the landing of Covid-19 in the ecosystem slowed our take off , enthusiasm for the new technology continues unabated . Over a hundred design and commercial proposals have been made against leads gathered not just from Kenya but also in Uganda and Tanzania . This is both testament to the formidable brand equity built up by MRM over the years as well as the clarity of the SAFBUILD message with which the organization has gone to market . These are exciting times as we open up a new frontier towards being truly a building solutions leader in Africa and beyond !
How do you involve your key market in infusing more value in your solutions to their challenges ?
We have latched on the insights from the market to develop scientific solutions to the myriad of challenges bedeviling them and we educate them to change their mindsets and walk with us as we change from constructing buildings to manufacturing buildings and reap the attendant benefits of this mega shift .
What key challenges are you facing in rolling out the new baby to the market ?
Covid-19 has been a big challenge as it came in just as we were embarking on our rollout plan throwing a spanner in the works on our initial drift as multiple changes and protocols came into play affecting normalcy to a great deal .
Changing people ’ s perceptions from old conventional traditional tried and tested construction habits and getting a buy-in to our new scientific building solution has been another very big challenge for us .
Educating people on the new offering is another tall order as we are addressing people who are vastly different and require different skills , approach , tact and even language since not everyone speaks the same language . As much as we will keep tweaking our messaging , we have to keep on talking for this to sink in well .
What took this technology so long to come to Africa ?
Today 90 % of the buildings are made the SafBuild way in America . I would say that it ’ s the steel manufacturing capacity that prompted this , and the rapid industrialization in America . It is only now that it is coming to Africa . One challenge is that the African continent does not make their own steel , and since we have been agricultural and tourism driven economies , rapid industrialization hasn ’ t hit the continent yet . India embraced this technology thirty years ago , in the nineties when they opened up their economy that ’ s when the steel became important .
What is Safal ’ s role in the journey to ensure the dream of achieving quality constructions is realized to safeguard the nation from disastrous scenarios from poor structures ?
All our building designs exceed the Kenyan Code Of Requirement . That is why even if something that has never happened before like a storm or an earthquake hits us , SafBuild will still stand , so we play our own role by saying that our buildings are designed , some surpassing what is required by the code .
How have you rewired your team engagement to ensure your brand promise is sustained amid the pandemic as you ensure their safety and that of your customers ? Generally how has the Covid-19 pandemic impacted your operations ?
Safal Group has had very high level of safety standards even before Covid-19 . So it wasn ’ t very difficult for us to shift to additional measures to accommodate the new protocols at all our offices , sites and operational points .
We have had to change our sitting arrangement for instance at the canteen to achieve safe distancing by removing sits to reduce patrons at any one time . We have also pooled teams who come to office in alternating shifts as others operate remotely from home .
What in your considered view , is the future of the construction industry in Kenya ?
I see lots of growth in this sector in Kenya driven by numerous parameters .
These are excerpts from the discussion with Manish Garg , Business Head , Safal Building Systems Limited as recorded by Marketing Africa Crew . For more information or comments drop us a line on : Info @ marketingafrica . co . ke .