Hanish Shah, a Kenyan national of Indian descent, stands as the visionary mind behind Arimi’s milking jelly, arguably Kenya’s most cherished skincare product. According to a March 2022 IPSOS and BSD group survey, Arimi’s secured a noteworthy position, ranking fifth among the brands most adored by women, trailing behind Safaricom, Airtel, Mpesa, and Equity Bank.
Not only is Arimi’s a cost-effective alternative for those unable to afford luxurious skincare items, but it also serves as a budget-friendly solution for families running out of petroleum jelly. Remarkably, even the discerning Kenyan consumers, known for their appreciation of high-end brands, recognize the exceptional qualities of Arimi.
The journey of this brand traces back to Hanish Shah’s transition from managing a family business boutique to conceptualizing Arimi’s in 1983 after interactions with German enterprises. Targeting Meru farmers, Shah’s dedication to addressing the needs of small-scale Meru farmers led to the creation of a high-quality product deemed “affordable.”
The brand name, with its apostrophe, holds significance in Bantu, where Arimi translates to farmer. Shah aimed to instill a sense of ownership in the farmers, focusing on milking cows as its primary purpose. Shah emphasizes the formulation of Arimi’s, meeting the US FDA approval standard grade, ensuring its safety for skincare, distinct from regular petroleum jelly.
Unexpectedly, Arimi’s success surpassed Shah’s expectations, leading to a relocation to Nairobi in 1985 to access a broader market. Currently, Tri-Clover Industries, under Hanish Shah’s leadership as Managing Director, manufactures Arimi’s milking jelly.
Despite a surge in milking jelly production claiming antiseptic properties in the 2000s, Arimi’s, with its simple ingredients of petrolatum and color, maintained its market presence due to its affordability and lack of strong scents.
Although not marketed explicitly as a skincare product, Arimi’s remains one of the company’s most successful brands in Kenya. A tweet highlighting the brand’s unique presence in the personal care section sparked discussions on social media, further affirming Arimi’s distinct identity.
Available in various stock-keeping units (SKUs) ranging from 50g to 200g, Arimi’s pricing has remained stable, even during times of increased petroleum prices, as confirmed by the company in June 2021. In October 2021, amidst speculations about rebranding, Arimi’s company clarified through an official statement that there were no plans for rebranding, emphasizing that the circulating brand redesign was merely a suggestion from an individual.
