Umai Organics, founded by Ann Kariuki in 2018, has emerged as a pioneering brand in Kenya, specializing in tamarind-based products known as “ukwaju” in Swahili.
With a range of offerings such as tamarind juice, sauce, jam, paste, and even tamarind seed powder, Umai Organics has captivated the market with its unique and versatile products.
Despite facing challenges, Kariuki remains determined to establish Umai Organics as a household name across Kenya.
Here is her story as told by WoK.
The Birth of Umai Organics
Ann Kariuki’s journey as an entrepreneur began after she quit her job due to payment issues at her previous company.
Inspired by tamarind’s versatility, she established Umai Organics, driven by a desire to offer something unique and untapped in the market.
“It was a series of events that led to the birth of Umai Organic. I quit employment I then set up a fresh juice plus fruits and uji power business which was doing well until Covid started,” Ann Said during an Interview with the Standard.
Tamarind, with its edible fruit and leguminous tree origins, presented a world of possibilities.
Kariuki quickly fell in love with the fruit’s ability to be transformed into various products, including juice, sauce, paste, jam, and even soap and lotions.
Challenges and Market Penetration
Umai Organics faced several challenges along the way, including reaching customers beyond Nairobi and grappling with Kenyan skepticism toward online businesses.
However, with certification from the Kenya Bureau of Standards (KEBS), Kariuki expanded her marketing efforts.
Initially targeting supermarkets, she soon discovered the difficulties of navigating the supermarket distribution system.
”From payment terms to the logistics needed to supply in supermarkets, it was a pure headache. For instance, you need a merchandiser in every branch that has your products. That has cost implications and eats into your profit margins,” Ann Kariuki added.
To overcome these hurdles and increase profit margins, Kariuki made the strategic decision to transition Umai Organics into a fully online e-commerce business, enabling direct access to customers and bypassing intermediaries.
Working with Local Farmers and Empowering Women
Umai Organics not only focuses on providing high-quality tamarind products but also seeks to empower local farmers and women.
The main raw material, tamarind, is sourced from regions such as Makueni, Kitui, Pokot, and Baringo.
Additionally, Ann Kariuki cultivates ingredients like carrots, onions, mint, and chilies for her sauces.
By collaborating with these local farmers, Umai Organics offers them an alternative source of income.
This sustainable and community-focused approach further strengthens the brand’s commitment to supporting local communities.
Umai Organics boasts an enticing selection of tamarind-based products.
Their tamarind juice, available in six variations, offers a tangy and guilt-free alternative to carbonated drinks.
The tamarind sauce, crafted with fresh spices, chilies, and herbs, comes in both sweet and tangy and chili sauce options. Umai Organics also proudly presents tamarind jam—a unique, tasty spread perfect for bread, pancakes, burgers, and hotdogs.
The tamarind paste, with its ability to tenderize and enhance meat, adds depth of flavor to various dishes.
Finally, they utilize tamarind seeds to create a versatile tamarind seed powder known for its potential joint lubrication benefits.
Future Outlook and Expansion
With a steady growth trajectory, Umai Organics envisions becoming a household brand, expanding its presence beyond Nairobi to major cities and towns across Kenya.
The company plans to increase production capacity through process automation.
Currently employing six full-time staff and engaging casual workers as needed, Umai Organics strives for efficiency and collaboration with delivery service partners.
By establishing itself as a reputable and widely recognized brand, Umai Organics aims to make tamarind products accessible to a broad range of consumers and contribute to the growth of the local agricultural sector.
