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The ‘ch’ is pronounced as ‘sh.’ Thick, when applied to milk, also rich mouthfeel. The opposite of kebekek. As a milk term, it is used to compare the texture of goat, cow, sheep, and camel milk with each other, or changes in milk texture as milk from a given animal becomes more or less fatty depending on the seasonal conditions of the forage and distance from lactation. Goat milk is the most naturally keirucha, as is dry-season milk. Keirucha chai (tea, milk, water, and sugar) that is less dilute (1.5:2 milk to water) than the standard recipe (1:2) is keirucha. The term is also used for other thick/thin comparisons. Cloth with a rich hand can be termed keirucha, as can a chubby person.