Trushar Khetia


Trushar Khetia

30 year old Trushar Khetia is one of Kenya’s most outstanding young entrepreneurs. Trushar was born in Kitale, Kenya. He has devoted his life to instigating socio-economic change through entrepreneurship. He has successfully translated his theoretical knowledge in management into his career; wherein he has over 10 years’ experience within retail, wholesale, distribution, procurement, FMCG, supply chain, brand, product and supplier management. His zeal in entrepreneurship has also launched him into the exciting emerging economies in Kenya, Tanzania and Rwanda. Trushar is driven by the zeal of becoming a catalyst of change and growth. This is evidenced by his numerous accolades, among them:

  • Founder and CEO – Tria Group & Tria Transit Media (Out of Home Advertising).
  • Founder and CEO – Society Stores (Retail Supermarkets).
  • Forbes Africa 30 under 30 Entrepreneur – 2016.
  • AABLA (All Africa Business Leaders Awards.) – East Africa Finalist- 2016
  • Forbes – Africa’s 30 Most Young Promising Entrepreneurs -2015 & 2016
  • Business Daily – Top 40 Under 40 Men in Kenya- 2014/15
  • Winner of the Fortis Bank Prize of £1000 having emerged top in Accounting
  • Recognized in the ‘Ed Excel High Achievers’ Award for emerging top in A-Level Economics in Kenya

“I live to nurture and develop my people, my customers and my suppliers in order to make a difference in their lives,” says Trushar. He currently owns six Society Stores outlets in Limuru (which was recently opened in December 2016), Kayole, Naivasha, Meru Maua and Thika.

In 2012, Trushar founded and launched Tria Transit Media as the first venture of Tria Group. Tria Transit Media is a unique and innovative form of advertising via public transport. Tria’s strategy is to partner with customers to enable them to achieve their market growth and strategy, by using expertise in bus media. Within less than 1 year, Tria had secured prestigious clients such as Unilever, Kenafric, Pwani Oil, Google, HP, Dell, Chandaria Industries, Capwell, Mjengo, Text Book Centre, Aryuv and Hotpoint. Tria Transit Media also signed up 7 bus partners in Kenya with a fleet of over 600 buses with companies such as KBS, Metrotrans, Starbus and MOA. Trushar also has partnerships in Kigali, Rwanda with over 100 buses. In 2014, Tria Transit Media launched operations in Tanzania with bus and airline media, through partnerships with Precision Air, RwandAir and UDA bus in Dar es Salaam. Tria Transit Africa is the first media company in Africa to launch a unique bus framing and LED technology as a new concept of advertising on buses in par with Europe and USA.

In his professional life, Trushar has had a vast experience in the employment scene:

  • July 2011 and April 2013; Trushar served in the role of Commercial Team Leader at KDL Group – Khetia’s Supermarket Kitale, Kenya. During this time, he grew the KDL retail business by 25% in one year. He also successfully engineered a new vision, mission, core purpose, values and success drivers of KDL, that drove a culture change and shift in strategic thinking in this company, which employees over 1500 people. He also launched the Okoa Pesa promotional campaign brand, the first of its kind in the retail industry in Kenya, which attracted supplier support leading to an average of 200 – 300% growth in the participating promotional brands.
  • December 2008 – June 2011; Trushar worked at Procter & Gamble (P&G), Weybridge, Surrey, U.K as a Customer Business Development Manager (National Account Manager). It was here that he was rated ‘1’ in a rating accorded to the top 10% of account managers who delivered beyond expectations in all areas of the business.
  • April 2009 – April 2010; Trushar managed the premium pet food business (Iams and Eukanuba) in National accounts including The Range (50 stores), the Garden Centre Group (100 stores) as well as managing 200 independent pet stores, e.g., GJW Titmuss, Trago Mills and Seapets in the South West and East Anglia Region. His achievements include growing the £3 million business by 5%, and the Top 10 customers by 40% in a market that was experiencing a 4% decline, by setting up win-win joint business plans to deliver mutual growth.

This is just a snippet of his professional achievements. Trushar holds a Bachelor of Science (Hons) in Management – Specialization in Marketing, from the University of Manchester. He graduated his GCE A-Levels in 2004, with 4 A’s in Accounting, Economics, Business Studies and Computing Studies.

Trushar also holds an advanced DJ Certification from the National Open College Network. He used the £1000 award from the University to learn the skills required, and he successfully developed himself into a skilled DJ.



The overall BYOB TV Show winner will walk away with;

Ksh. 3 Million Cash Prize

Ksh. 2 Million In Business Support