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Red Cap is aiming to build Red Cap into a countrywide brand through a franchise model that will see the gel and related products such as cooking stoves and glow-in-the-dark lamps sold through individual agents around the country. The company plans to recruit 300 street agents equipped with branded product carts to promote and distribute Red Cap gel in the townships by the end of this year.
While gel has been sold as an alternative to paraffin for more than a decade, Red Cap business model involves marketing , sales, consulting and training towards building a highly recognisable brand that generates sustainable income for franchises around the country. A basic start up kit, would be entrepreneurs can obtain a Red Cap "mini-business" which includes a branded cart, umbrella, uniform and start-up stock. Each franchisee will be trained and supported to grow their cart-based enterprise into a larger franchise.
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