Rubis Energy Kenya is targeting the fast-growing boda boda and tuk-tuk market with dedicated fuel pumps and discounts as it seeks to grow sales while improving convenience for riders.
The oil marketing company has rolled out a programme dubbed “Boda Baze” across 67 stations nationally, giving registered riders access to dedicated pumps, fuel savings, lubricant discounts and services tailored to their businesses.
The initiative targets a transport segment that plays a critical role in last-mile mobility, deliveries and employment, particularly among young Kenyans.
Under the programme, riders receive a Sh3 per litre discount on Rubis UltraTec fuel and Sh10 per litre on Castrol Power 1 lubricant.
The company said the dedicated pumps are intended to reduce waiting time for commercial riders while also easing congestion for other motorists using the stations.
“For a boda boda rider, time is money. A dedicated pump means they get in, get served, and get back to earning and that is why it is the cornerstone of Boda Baze,” Rubis Energy Kenya managing director, Frédéric Maupetit, said during the launch at the company's Airport North Road service station.
“But the pump is only the entry point. What we are building is a set of services around the rider, not around the fuel purchase.”
The programme is also being positioned as a broader platform for rider welfare, with Rubis planning to introduce additional services as the initiative expands.
Rubis has partnered with Mamy Eyewear under the “Clear Vision, Safe Rides” initiative, through which Boda Baze members qualify for a free eye consultation after purchasing 50 litres of fuel.
The company said future phases could include health insurance, ambulance and roadside rescue services, last-expense cover and fuel financing facilities.
Such services could provide riders with access to forms of protection and financing that are often difficult to secure individually.
National Boda Boda Safety Association chairman Kevin Mubadi said the initiative could help address some of the economic challenges facing operators.
“The boda boda sector moves this country, but our riders face tough economic realities every day. This partnership with Rubis Energy Kenya is a game-changer,” Mubadi said.
He said the programme goes beyond fuel discounts by recognising riders as business operators and providing services designed around their daily needs.
The dedicated pumps, he added, would improve the speed of operations while the planned welfare and financial services could provide additional support to riders.
The strategy gives the company a direct engagement platform with a large and commercially active customer segment, while seeking to build customer loyalty around fuel, lubricants and related services.
The rollout of Boda Baze to 67 stations marks the initial phase, with Rubis expected to expand the range of services available to registered riders as the platform develops.
