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About Us |
| SERBA WANGI SDN. BHD. | Background and History
Just name it! "JATI" rice is so much synonymous with the producer Serba Wangi Sdn Bhd. Started its operation in 1993, it has become one of the nation's leading rice wholesalers focusing on rice business covering extensive activities ranging from processing, packaging to producing more than 17 other different varieties of rice product under the brand "JATI".
Such compelling products that is simply reputed with other Jati brand comes in with the trusted names in the market like Kapal Layar, Carnation, Songhe Noble Pine Crane, S. Wangi and Fres-Harves. ecoBrown's is the company's latest series of health rice and has earned a place among health conscious consumers.
Realizing the need to strengthen marketing strategies, the company had realigned its position through joint venture undertakings with Padiberas National Berhad (BERNAS) to improve market share and consumer loyalty. Located at Bukit Raya, Pendang, the company's head quarter operates its business entity right from the heart of 'Rice Bowl of Malaysia', that is where the rich fertile region of the states of Kedah Darul Aman lies, being the nation's biggest producer of rice.
Excellence in Product Quality
There is no secret in attributing the success of Serba Wangi other than quality product. Driven by good grading processes and stable market, quality products can only be obtained from quality paddy that is specially grown in these fertile regions of the states of Kedah Darul Aman. Amidst to good marketing strategy along with distributing high quality rice, paddy from this region are processed by its own milling plant operates by her Holding Company Ban Heng Bee Rice Mill (1952) Sdn. Bhd.
Award winner Ban Heng Bee Rice Mill (1952) Sdn. Bhd. which had earned the Best Rice Mill Award in 1988 used multi million ringgit cutting edge European technology Rice Husk Fired Co-generation Steam Boiler (COGEN) using an environmental and eco-friendly drying system thorough generating hot air from water. The plant consistently churned out rice with the highest standard of hygiene, quality and purity. It seeks to maintain the natural goodness and taste in every grain produced. Thus making the best rice choice from any consumer signifying stability and the assurance of its quality in the market.
Behind the scene, the company maintained a striking balance between trained qualified and experienced personnel to run the show in realizing its dreams to pursue a new paradigm in processing, packaging and distributing excellence making the company among the top of quality rankings and the best in class by all its peers and competitors for its high quality. Believe it or not always be ours as leader who led by example.
Popular Products With Variety of Choices
Today Serba Wangi Sdn Bhd markets a wide variety of rice just to cater the ever-increasing diverse consumers' taste. Consumers are assured to get the availability of Organic Rice, Fragrant Rice, Brown Rice, Glutinous Rice, Basmathi Rice, and Parboiled Rice from the nearby Mall. It offers a choice of packaging sizes ranging from 1kg, 2kg, 5kg and up to 50kg.
More importantly, all the products produced under the company holds the HALAL certification approved by Jabatan Kemajuan Islam Malaysia or JAKIM signifying that all manufacturing process of the product is in full compliance with the standard halal procedures based on the laws of syarak.
The company embarks on brand building and endorsement programme on JATI has always assured the consumers of their choice and satisfaction of the product. As such the latest brand market survey conducted by AC Nielson shows that JATI remains as No 1 top seller brand in Malaysia in both market share and brand awareness categories for 5 consecutive years since 2001. Hard work has definitely pays the work well and proven commendable performance.
At present, Serba Wangi Sdn Bhd has a wide distribution network with branches in Perai, Ipoh, Kuala Lumpur, Seremban, Malacca and Johor Bahru to support and handle processing, distribution and wholesaling operations.
Mission and Vision
To deliver products and services to our business partners with the highest level of quality for maximum customer satisfaction.
To strengthen our current markets with the support of advertisements, promotions and high publicity for building a stronger brand identity and brand awareness level.
To become a comprehensive and dominant force in the food distribution network while transforming itself into a well-diversified company.
Worldwide Recognition and Award Achievements
More than just knowing is not enough. Serba Wangi Sdn Bhd has been consistently under the spotlight and rating of the local and international business agencies. The amazing business success story begins when the company became the first rice wholesaler in Malaysia to earn the prestigious ISO 9001: 2000 Quality Management System certificate by International Lloyld's Register Quality Assurance in July 2001 for its packing and wholesale of rice,
Other recognitions earned by the company includes ASEAN Clean Energy Award 2003, Brand Equity's Top 10 Most Visible Brand Award 2006, Reader's Digest Superbrands Award, Reader's Digest Trusted Brand Award and the Superbrands Malaysia Award. The Superbrands Award is awarded to companies based on five criteria guidelines covering Market Dominance, Longevity, Goodwill, Customer Loyalty and Overall Market Acceptance. Being a recipient to this award, it has become daunting task to improve our effort and to embark on creation of new values and satisfaction toward customer's requirements.
Ultimately with this winning tool Serba Wangi Sdn Bhd will strengthen market shares at the wholesaling level besides enhancing consumer confidence, trust, long term relationship and loyalty simply with the product under the classical flagship brand name of Jati - The Malaysia's leading brand.
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