iSmart Kenya is a brand that offers consumers an aspirational experience.

iSmart’s brand is designed for our target consumers – urban slum residents. We found that urban slum consumers aspire to have the same benefits that the urban economy offers to richer economic classes. As such, our products, customer service, branding and marketing strategies are tailored to the prestige and luxury that urban slum residents aspire to attain. Smart, in the British sense of the word, means clean, good-looking, cool, and neat, which inspired our brand name. In a sense, our brand itself is “aspirational.” Additionally, all of our products save consumers money, and improve the health, education and environment of families in slum communities, which is critical for our brand loyalty.