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ADABI LESSEN THE BURDEN OF THE HOUSEWIVES – Continue to diversify products that meet consumer demand.
Monday, 12 Feb 2011
Sinar Harian
Starts with two daily use products in the early 1970an who would have thought that it will continues to become the driving force to its founder to start diversifying products to meet the current market.
The mentions of Datuk Syed Mahmood Syed Manshor’s name are probably rare, but his contribution and role in the development of Adabi spices products are indisputable.
Recalled the history of the Adabi brand products, Syed Manshor was the first person to operate business by selling fried banana flour and fried rice condiment in wet markets around Kuala Lumpur in the early 70s.
Adabi brand was manufactured by Adabi Consumer Industries Sdn Bhd, a leading spices and food manufacturer in Malaysia.
Talked about the history and philosophy of the brand, it was used to be sold without the brand name and most of the recipes were inspired by his aunt.
With the warm reception, he finally began to gives identity to the products.
Adabi brand was first commercialized aggressively in 1984. The Logo of the product was created, following by the increasing demand; the first manufacturing plant was built in the industrial area of Batu Caves.
Sajian istana di zaman silam was chosen as the motto to provide clearer picture of the product thereby providing variations to achieve standards for both export and local markets. In term of logo, it was inspired accidentally when Syed Manshor saw his daughter’s school books. The logo said to provide an overview of the benefits of Malay spices in addition to restore the glory of food and Malay dishes since centuries ago.
Seeing an opportunity and more stable market, Adabi continues to expand and in the year of 1986, Adabi moved to a larger plant in Kepong Industrial Park, as well as an additional plant in Taman Perindustrian Ehsan in the year of 1990 and 1992.
The steps of Adabi development has preceded since the official opening of its own possession of the premises in Rawang Industrial Park in the year of 1996.
To date, 80 to 90 percent of the products were produced through the plant in Rawang, while the sardine products were produced by the factory which located in Indonesia. The area also includes storage for the stock, administrative, research and also product development.
Now, Adabi products formed four segments which consist of spice powder, paste, soy sauce and mixed flour with three house brands such as Adabi, Lazat and new beverage based product, ASFA which consists of soy drink, tamarind juice and mineral water. Sup bunjut is the best selling products and so far has mastered 90 percent of the soup market in the country.
Adrian with two brands new products Adabi ASFA soy beverages and tamarind.
Adrian Roslan the marketing manager said, almost the entire brand products have market value of its own and stand until today because of the quality and also meets the tastes and needs of the consumer.
“Recently, we tried to lessen the burden of the housewife with brief introduction of the product, but we still maintain the taste and the quality, “he said.
According to him, the company intends to introduce seven new products in line by this year to maintain its market share as the number one consumer choice brand in Malaysia.
“A new product which would soon be released is the rendang condiment, curry condiment, fish and dates which I think is suitable for the women who are learning to cook and is always busy with daily tasks,” he said.
He said the company typically uses investment up to RM100, 000 for the new product development. The investment takes account of the research, layout and packaging.
Adabi has just launched Asfa beverage product and targeting new products in the new food and beverage segment which would soon contribute 15 and 20 percent of this year total revenue.
For the market trial, 4,000 cartons of the beverage products are distributed.
Adrian said, in term of fractions, sales are mostly generated through sauce products especially soy sauce, which contributes between 50 to 60 percent of revenue, turmeric products from curry segment always shows increase of between 20 to 30 percent on annual sales.
The rest of the sale was gained through canned food such as sardines and corn which had recorded RM24 million sales for last year.
“We are projecting the sales growth of this year existing products by reaching five to six percent,” he said.
For the purpose of developing and ensures the existing products to remain stable, the company provides RM12 million this year for the purpose of publicity and promotion and priority which was given to the new product.
In addition to our mark in the country, adabi brand also attracted customers from the neighboring countries, particularly Indonesia, Thailand, Singapore, China and entered the Europe and Australia markets through the agents.
For the Thai Market, the curry and the fried rice powder are the products of choice. Meanwhile in Indonesia, fried banana flour became the favorite product while Singaporeans prefer the fried rice and instant powder.
“The oversea market now contributes 30 percent on earnings and the company will strive to maintain the holding through the foreign sales agent, particularly in the United Kingdom and London,” he said, targeting 10 percent growth over the part in this year. Adabi recorded the total sales of RM288 million for 2010.