Rubis Energy

What Rubis Energy does

Rubis Energy Kenya is the Kenyan operating subsidiary of French energy group Rubis (Euronext Paris: RUBI) and operates the largest petroleum product distribution network in Kenya, with over 230 service stations under the Kenol, Kobil, Gulf Energy, and Rubis brands and more than 21% national market share. The company was created through Rubis Group's acquisition of KenolKobil Plc in March 2019 and Gulf Energy Holdings Ltd in December 2019, and was officially launched in October 2020. Headquartered in Nairobi's Kilimani district, it serves individual motorists, commercial fleets, industrial customers, and airlines, and maintains wholly owned subsidiaries plus depot and LPG-filling infrastructure in Burundi, Ethiopia, Rwanda, Uganda, and Zambia, giving it a regional footprint of 450+ stations across East Africa.

The product portfolio spans Rubis Ultra Tec premium petrol and diesel, Rubis Gas LPG in 6kg, 13kg, and 35kg cylinders, exclusive distribution of Castrol lubricants in Kenya, Enjoy Store convenience retail, Rubis Brioche bakery outlets, and into-plane aviation refueling at Jomo Kenyatta International, Wilson, and Moi International airports. A proprietary digital ecosystem — the Rubis Card chip-and-PIN smart card, the Rubis mobile app, M-Pesa Paybill 485111 integration, and a web-based fleet management portal — unifies payment, loyalty, utility bill settlement (KPLC, TV subscriptions, airtime), and LPG home delivery across the network. Strategic partnerships extend the platform into adjacent services, including the XpressFit tyre and auto-service franchise with AutoXpress, Mobius Motors service centres, the Solarise Africa Rubisol solar offering, and a May 2026 MoU with Kenya Airways to build Africa's first dedicated sustainable aviation fuel refinery in Nairobi (32,000 metric tonnes/year capacity, EUR 60-70M investment).

Rubis Energy Kenya generates revenue primarily through transactional retail of fuel and LPG at owned stations, with supplementary revenue from lubricants distribution, aviation into-plane services, convenience and food retail, and government compensation (including a Sh3.52 billion settlement tied to the defunct Kenya Petroleum Refineries Limited). Go-to-market combines enterprise field sales for industrial, commercial, and aviation accounts with high-volume self-serve retail and channel partnerships, notably the BSAK arrangement covering over 1.4 million boda boda operators. Pricing is unit-based across products and is subject to Kenyan fuel-price regulation; specific price points are not publicly disclosed. The business operates under ISO 14001:2015 environmental management certification and benefits from the capital base and global scale of parent Rubis Group, which reported 5.2 billion EUR of revenue and 5.5 billion EUR of market capitalisation at end-2019.

Name

Rubis Energy

Legal name

Rubis Energy Kenya Limited

Website

https://rubiskenya.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Rubis Energy Kenya is the largest petroleum products distributor in Kenya, operating over 230 service stations and serving retail motorists, commercial fleets, industrial customers, and airlines through fuel, LPG, lubricants, convenience retail, and aviation refueling offerings.

Ownership category

akta.pro rank

Product category

Petroleum Products Distribution

NAICS

Petroleum and Petroleum Products Merchant Wholesalers (4247), Petroleum Bulk Stations and Terminals (424710), Petroleum and Petroleum Products Merchant Wholesalers (except Bulk Stations and Terminals) (424720), Fuel Dealers (457210)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Aviation Fuel Marketing (Into-Plane, Airport Fueling) (EUALAIAH), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Petroleum product distribution
• Fuel retail services
• LPG distribution
• Lubricants distribution
• Convenience retail

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Fuel Retail (Petrol, Diesel, Kerosene): Sale of petroleum products through a network of over 230 retail service stations under Kenol, Kobil, and Rubis brands. Revenue is generated through volume-based fuel sales with Ultra Tec premium fuel option offering enhanced performance.
2. LPG (Liquefied Petroleum Gas): Sale of cooking gas in 6kg, 13kg, and 35kg cylinders at service stations and authorized dealers, plus commercial bulk supply. Rubis Gas is positioned as the number one cooking gas in Kenya with home delivery options.
3. Lubricants Distribution: Exclusive distribution of Castrol lubricants in Kenya covering automotive, industrial, mining, marine, and specialized applications. Products are imported or locally blended.
4. Convenience Retail (Enjoy Store): World-class convenience store brand offering snacks, drinks, and quick shopping at service stations. Provides ambient shopping experience with fully stocked shelves and customer service.
5. Food Service (Brioche): French-inspired bakery and restaurant franchise at select Rubis stations offering fresh pastries, savory treats, coffees, and beverages. Rubis Energy Kenya operates as local franchise owner.
6. Aviation Fuel Services: Into-plane refueling services for regional and international commercial and cargo carriers at Jomo Kenyatta International Airport (Nairobi), Wilson Airport (Nairobi), and Moi International Airport (Mombasa). Meets IATA standards.
7. Government Compensation: Settlement from Kenyan government for yield shift losses at defunct Kenya Petroleum Refineries Limited (KPRL) in Mombasa. Rubis Energy (formerly KenolKobil) received payout following forensic audit by Deloitte Consulting.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Rubis Energy Kenya distributes and retails petroleum products (petrol, diesel, kerosene, aviation fuel, bitumens) and LPG through a network of over 230 service stations under Kenol, Kobil, Gulf Energy, and Rubis brands. The company also distributes Castrol lubricants, operates Enjoy convenience stores and Rubis Brioche bakeries at stations, and provides into-plane refueling services at major Kenyan airports. The Rubis Card smart-payment system and Rubis App unify transactions across fuel, gas, lubricants, and convenience retail.

Product overview

Rubis Energy Kenya operates as a diversified energy company with a platform-plus-modules product architecture. The core offering centers on petroleum products (Ultra Tec fuel in petrol and diesel variants) and LPG (Rubis Gas in 6kg, 13kg, and 35kg cylinders), supported by the proprietary Rubis Card payment system enabling cashless transactions at over 230 service stations. The portfolio extends through strategic add-on modules including the Enjoy Store convenience retail brand, the Rubis App mobile platform for virtual card management and bill payments, Rubis Brioche franchise bakeries, and XpressFit auto service workshops. The Castrol Lubricants distribution partnership rounds out the offering with automotive and industrial lubricant products. This modular approach creates an integrated ecosystem where fuel customers access ancillary services (convenience shopping, food, auto care, utility payments) at the same location, while the Rubis Card serves as the unifying payment mechanism across all products and services.

Differentiator

Problem solved

Functional benefit

Brands

• Enjoy Store: Youthful, fun, vibrant and dependable convenience store brand offering world-class shopping experience with fully stocked shelves and excellent customer service.
• Brioche
• Rubis Card
• Rubis Ultra Tec
• Rubis Gas
• Rubis Lubricants
• XpressFit

Products and services

• Rubis Ultra Tec Fuel Premium petrol and diesel formulated with Ultra Tec advanced additive technology that cleans engine valves and combustion chambers by removing deposits, delivering improved fuel economy, reduced emissions, enhanced engine cleanliness, and better acceleration. Sold through the company's network of over 230 service stations across Kenya.
• Rubis Gas (LPG) Liquefied petroleum gas (cooking gas) available in 6kg, 13kg, and 35kg cylinders for households and commercial customers, sold at service stations and authorized dealers, with accessories such as burners, regulators, hoses, and grills, and a home delivery service ordered through the Rubis App.
• Rubis Card Smart card payment and fleet management system providing cashless payments and real-time settlement for fuel, LPG, lubricants, and shopping at Kenol, Gulf Energy, Kobil, and Rubis stations, managed through a web portal with M-Pesa top-up.
• Rubis Lubricants Exclusive distribution of Castrol lubricants in Kenya, covering automotive, industrial, mining, marine, and specialized applications, with products imported or locally blended to OEM specifications.
• Enjoy Store Convenience retail brand operating at Rubis service stations, offering snacks, drinks, and quick shopping, plus utility bill payments (KPLC electricity tokens, TV subscriptions) and M-Pesa transactions.
• Rubis Brioche French-inspired bakery and restaurant franchise operated at select Rubis service stations, offering fresh pastries, savoury treats, coffees, and beverages.
• Rubis App

Quantifiable outcome

• Market share of over 21% in Kenya following 2019 acquisitions
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Kenya AirwaysflagshipStrategic or Co-development Partner · 12 May 2026Kenya Airways signed MoU with Rubis Energy Kenya on May 12 to develop Africa's first dedicated sustainable aviation fuel refinery in Nairobi. The facility will have 32,000 metric tonnes annual capacity, process locally sourced waste cooking oil and animal fats into aviation fuel through hydrodeoxygenation and isomerisation processes. Investment of 60-70 million euros (~$70.5-82.2 million), witnessed by Presidents William Ruto and Emmanuel Macron at France-Africa Summit.
• Solarise AfricacoreStrategic or Co-development Partner · 27 November 2024Strategic partnership to launch RubiSol solar energy solution at Rubis stations, combining Rubis retail network with Solarise Africa's solar expertise to provide renewable energy options to customers.
• CastrolcoreChannel Partner/ Reseller/ Distributor · 21 February 2024Exclusive distribution partnership for Castrol lubricants in Kenya. Rubis Energy Kenya markets an extensive range of Castrol lubricants covering automotive, industrial, mining, marine, and specialized applications. Products are imported or locally blended meeting highest OEM specifications.
• Mobius MotorscoreStrategic or Co-development Partner · 7 June 2022Rubis Energy Kenya partnered with Mobius Motors as official Mobius 3 service and repair center at 14 stations nationwide. Over 25 factory-trained technicians provide premium car maintenance services with genuine Mobius parts, saving motorists time and money.
• AutoXpress LtdcoreOEM/ Whitelabel/ Licensing Partner · 14 March 2022Joint venture franchise for XpressFit tire and auto service workshops at select Rubis stations. XpressFit offers tires, oil changes, mechanical parts, and accessories. Plan to open 50 outlets across East Africa by 2027 with ~USD 5 million investment creating 300+ jobs.
• Women Development Centre (WODEC) and Kenya Community Sports Foundation (KESOFO)minorOthers · 22 January 2022CSR partnership supporting GirlsRun marathon initiative for menstrual hygiene management. Rubis donated reusable sanitary pad kits targeting 1500 school-going girls in Elgeyo-Marakwet County. WODEC produces pads creating jobs for women groups.
• Kibera Black Stars AssociationminorOthers · 27 October 2021CSR partnership supporting Kibera Black Stars FC (30 members aged 16-27), Slum Soka children's team (100+ boys and girls aged 6-17), and Youth Centre. Rubis donated branded bus (leased with Loxea and DT Dobie), funds for sports training, and conducts LPG health campaign in Kibera community.
• Loxea Ltd and DT DobieminorChannel Partner/ Reseller/ Distributor · 27 October 2021Vehicle leasing partners that provided Mercedes Benz bus for Kibera Black Stars Association through partnership with Rubis Energy Kenya.
• Brioche FranchiseminorOEM/ Whitelabel/ Licensing Partner · 20 January 2021Rubis Energy Kenya operates as local franchise owner of Brioche, French-inspired bakery and restaurant brand. 7 outlets operating at Rubis stations offering fresh pastries, savory treats, coffees, and beverages.
• Boda Boda Safety Association of Kenya (BSAK)coreGTM or Marketing Partner · 4 November 2020Partnership providing BSAK members access to quality fuel, LPG, and lubricants at discounted prices. Members receive RUBiS Card with rebates deposited into savings accounts, plus protective equipment and road safety training.
• Shining Hope for Communities (SHOFCO)minorOthers · 1 April 2020COVID-19 response partnership installing hand washing stations in 6 major Nairobi slums serving as sanitation points and health awareness information distribution centers.
• Faraja Cancer Support TrustminorOthers · 1 December 2019CSR partnership funding Crafts4Cure program supporting children undergoing cancer treatment at Kenyatta National Hospital and Moi Teaching Referral Hospital. €5000 annual donation for milk, apples, and therapeutic art/music activities. Over 700 children benefit yearly.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• National Oil Corporation of Kenya:
• Vivo Energy Kenya: Operator of Shell-branded service stations and fuels/lubricants distribution across Africa, with a directly overlapping Kenyan forecourt network and similar commercial/aviation fuel offerings — the closest direct competitor to Rubis Energy Kenya.
• TotalEnergies Marketing Kenya: Local affiliate of TotalEnergies marketing petroleum products, lubricants, and LPG through a national branded service station network in Kenya, competing head-to-head with Rubis for retail and commercial customers.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/RUBiSKenya_
• YouTubeyoutube.com/channel/UCk2cBBZ8THZJpJvZTK2GO8g
• Facebookfacebook.com/RUBiSEnergyKenya
• Instagraminstagram.com/rubisenergykenya

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rubis Energy