Pooling expertise to boost halal business


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  • Monday, 10 Apr 2017

(From left) Nur Fatin, Ibrahim and Ainul showing some of Brahims Dewina Group of Companies’ products at Brahim’s booth during Mihas 2017.

DEMAND for halal products and services both locally and internationally is high, prompting Brahim’s Dewina Group of Companies to focus more on this sector.

Four of its companies will join forces and combine their strength to provide comprehensive end-to-end solutions for the halal business, especially for small and medium enterprises (SMEs).

The companies are Dewina Food Industry Sdn Bhd, the manufacturing arm for Brahim’s products; Dewina Trading Sdn Bhd which handles marketing and sales; Dewina Consult Sdn Bhd, which specialises in halal industry projects, consultation, certification and training; and Brahim’s SATS Food Services Sdn Bhd, a leading halal in-flight caterer.

Through this synergy, the group aims to achieve its vision of becoming the number one halal innovation company in the food and manufacturing industry by 2020, said Dewina Holdings Sdn Bhd executive chairman Datuk Seri Ibrahim Ahmad Badawi.

“This joint representation with integrated expertise from our company’s experts is required in order for us to be a successful halal business solutions provider.

“We hope to promote halal business and provide business solutions, from manufacturing, trading and consultation to industrial and project management, engineering and catering through our group of companies,” he said, adding that the group understood the importance of comprehensive halal business solutions for local and global markets.

“There is huge potential for the halal food and manufacturing industry, and we see this as an opportunity to become one of the first innovative halal business solutions providers in the region.

“The future of halal business is about smart partnerships, creative innovation and business integration.

“Our role is to help existing and potential new entrants to the halal business industry according to their specific needs,” he said at a media briefing at Brahim’s booth during the Malaysia International Halal Showcase (Mihas) 2017.

The announcement came at the right time with the upcoming Tokyo Olympic Games in 2020; with Japan estimating that during the games, about 30% of the delegation would require halal food.

This provides a huge export opportunity for Malaysian businesses to supply a wide range of high-quality halal products and services for the games.

However, it will be a major challenge as Japan is very strict about its regulations and standards, making it tough for local SMEs to access and gain entry into the market.

This is where Brahim’s Dewina Group of Companies can come in to consult, guide, assist and train businesses using their resources, expertise and experience.

The group is also working closely with Nippon Express, the global logistics company that focuses on halal transportation.

To-date, Brahim’s has three restaurants in Japan, with 43 products being sold in supermarkets, said Dewina Holdings Sdn Bhd group managing director Nur Fatin Ibrahim.

“We want to help our local SMEs to be able to export their products to Japan,” she said.

On another note, Brahim’s SATS Food Services Sdn Bhd chief executive officer Ainul Hasnizam Abu Hassan said the company was planning to penetrate into the non-airline halal catering business as part of its innovative strategy this year.

“We have recently signed contracts including one with Universiti Kebangsaan Malaysia to upgrade the food hygiene and halal requirement as well as quality of the meals within the campus.

“From next month, KTM has given us the contract of handling the food and beverage for its Electric Train Service (ETS) for the next five years. If we perform well, we get to continue for another five years.

“From this non-airline venture, we are looking to achieve about RM30mil to RM40mil in the next two years,” added Ainul.

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