𝐇𝐨𝐰 𝐀𝐫𝐢𝐦𝐢𝐬 𝐁𝐞𝐜𝐚𝐦𝐞 𝐊𝐞𝐧𝐲𝐚’𝐬 𝐌𝐨𝐬𝐭 𝐒𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐁𝐫𝐚𝐧𝐝 𝐖𝐢𝐭𝐡𝐨𝐮𝐭 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠

For more than 40 years, Arimis Milking Jelly has quietly built one of Kenya’s biggest business success stories.

Unlike most brands that rely on expensive television commercials, billboards, influencers and celebrity endorsements, Arimis has become a household name without running major advertising campaigns. Instead, the product has grown through customer trust and word-of-mouth recommendations, making it one of the country’s most recognizable homegrown brands.

Originally developed for dairy farming, Arimis has since become a skincare product found in millions of Kenyan homes.

A Solution for Dairy Farmers

Arimis was launched in 1983 by Hanish Shah, the Managing Director of Tri-Clover Industries.

According to the company, Shah developed the product after researching the challenges facing dairy farmers in Meru County. He found that many cows developed dry and cracked teats, making milking painful and causing them to kick, often spilling milk.

To address the problem, he formulated Arimis Milking Jelly to soothe and protect the animals’ teats, improving both the welfare of the cows and the milking process.

More than four decades later, the product is still manufactured by Tri-Clover Industries in Nairobi.

The Meaning Behind the Name

The name Arimis originates from the Kimeru language, where the word Arimi means “farmers.”

The founder added “‘s” to create “Arimi’s,” giving local farmers a sense of ownership of the product. The now-famous cow illustration on the container was also chosen to reflect its original purpose as a dairy farming product.

The Brand That Never Needed Advertising

Arimis has achieved something few brands manage,it sells itself.While many companies invest heavily in marketing, Tri-Clover Industries has largely allowed the product’s quality and customer experience to build its reputation.

Its popularity spread after farmers who used the jelly on dairy cows reportedly noticed that it also softened and moisturized their own hands. They began using it on dry skin, cracked heels and babies before recommending it to relatives and neighbours.

Those recommendations have been passed from one generation to another, turning Arimis into one of Kenya’s strongest word-of-mouth brands.

Loved in Both Rural and Urban Kenya

Although it was created for dairy farming, Arimis is now used by people from all walks of life.

In rural areas, it remains a trusted livestock care product while also serving as a household moisturizer.

In towns and cities, it has become a daily skincare product used by adults, children and people with sensitive skin.

Its fragrance-free formula, simple ingredients and affordable price have made it popular among consumers across different income groups.

Affordable Because It Doesn’t Spend on Marketing

Business analysts say one factor behind Arimis’ affordability is its low marketing expenditure.

Without the costs associated with celebrity endorsements, television commercials or influencer campaigns, the company has been able to focus on manufacturing while keeping prices within reach of ordinary Kenyans.

This has enabled the brand to compete with both local and international skincare products while maintaining its simple identity.

The Iconic Green Tub That Kenyans Protected

The green container with its cow logo has become one of the most recognizable product packages in Kenya.

When a redesigned version of the packaging circulated online, many consumers expressed concern that the company intended to replace the familiar look.

Tri-Clover Industries later assured customers that it had no plans to change the iconic packaging, preserving a design that generations of Kenyans have grown up with.

By the Numbers

Arimis’ popularity is reflected in consumer research.

Industry insights indicate that about four in every 10 urban households in Kenya use Arimis not only as a milking jelly but also as a skincare product.

Consumer surveys by Ipsos and BSD Group have ranked Arimis among the top five most loved brands by Kenyan women.

Industry estimates also suggest that more than 15 million Kenyans use the product daily for personal skincare, making it one of the country’s most widely used homegrown products.