KUALA LUMPUR: Lembaga Tabung Haji (TH) has denied that it spent RM20mil on rebranding, calling it a false and defamatory allegation.
In a statement, TH clarified that the actual cost for the brand rejuvenation process was RM2mil per year over a three-year period.
“Efforts to strengthen the brand have been undertaken multiple times as a vital investment aimed at changing mindsets and encouraging Muslims to save systematically in order to fulfil the requirements for performing the haj,” it said.
TH said the rebranding process also involved market surveys and engagement with depositors to better understand their needs while taking into account demographic shifts within the Muslim community in Malaysia.
“The claim that TH need not strengthen its well-known brand after 60 years of operation is also inaccurate,” said the statement.
As of now, TH has 9.6 million depositors, which accounts for about half of the Muslim population in the country.
According to TH, over 53% of depositors hold savings of less than RM1,300, which is significantly below the estimated RM15,000 needed for a pilgrim from the B40 group to undertake the haj in 2025.
“Over 80% of the depositors’ financial transactions are carried out online. Therefore, TH plans to launch a campaign to encourage Muslims to save early, consistently and systematically to build sufficient savings, while ensuring stable investments for the institution’s sustainability,” the statement said, Bernama reported.
TH stated that its board of directors had chosen to reassess the agency’s strategy in order to maintain competitiveness, enhance service quality, and appeal to a younger demographic of Muslims as potential depositors.
