Why doesn't he like anime? If he has specific reasons and doesn't seem interested in getting into anime/manga, then it's kind of pointless to try getting him to like it. And the more you push it on him, the more he's likely to resent it. Not saying you do that, of course, but just friendly advice.
On the other hand, if he hasn't found anything he likes and is interested in getting into it, plenty of folks here have some pretty good recommendations.
It depends what sort of things he likes in general.
Maybe something like Me and The Devil Blues. About blues musician Robert Johnson. Maybe Oyasumi PunPun. About a... Well... Find it, you'll see. Does he like cheesy hollywood action movies? Black Lagoon. Agriculture and college shenanigans? Silver Spoon. It depends what he's in to.