Values & Objectives


Excellence in Product Quality

There is no secret in attributing the success of Serba Wangi to other than quality products. Quality products can only be derived from quality paddy grown in the fertile regions of Kedah Darul Aman and also in the states of Perlis, Perak and Selangor, (collectively known as “The Granary”). We have set up rice mills to receive freshly harvested paddy at first hand from farmers. This enables us to implement quality control on the spot based on our quality standards of the rice being milled there before being sent to our branches for repacking. Complementing this natural factor, the other attributes include a good marketing strategy, good grading process and a stable market.

 

Amongst the group of rice mills, Ban Heng Bee Rice Mill (1952) Sdn. Bhd., the single largest rice mill in the country located in Kedah Darul Aman, won the prestigious Best Rice Mill Award in 1988. It utilises the multi-million cutting-edge European technology Rice Husk Fired Co-generation Steam Boiler (COGEN), operating an environmental and eco-friendly drying system through generating hot air from water. All our plants consistently churn rice with the highest standards of hygiene, quality and purity. It seeks to maintain the natural goodness and taste in every grain produced. In our endeavour to cater for consumers’ never-ending quest for the best, it would invariably reinforce our determination to ensure the stability of quality in the short-term and enhancing it in the longer term.

 

Our Company maintains a healthy composition of trained, qualified and experienced personnel to run the show, in pursuit of our dream to achieve a paradigm shift in processing, packaging and distribution par excellence to secure top rankings among our peers and competitors; and ultimately be rated as “The Best Amongst the Best” or “Crème de la Crème”. For it has been, and will always be, our Company’s philosophy to lead by example.

 

Popular Products with Variety of Choices

Today Serba Wangi Sdn Bhd markets a wide variety of rice just to cater to the ever-increasing diverse consumers' taste. Consumers are assured of the availability of Organic Rice, Fragrant Rice, Brown Rice, Glutinous Rice, Basmati Rice, and Parboiled Rice from their nearby retail outlets. Our Company offers packaging of various sizes ranging from 1kg, 2kg, 5kg and up to 50kg.

More importantly, all the products produced under our Company holds the HALAL certification approved by Jabatan Kemajuan Islam Malaysia or JAKIM, signifying that the all manufacturing processes of our products is in full compliance with the standard halal procedures based on the laws of Syariah.


Our Company’s emphasis on brand-building and endorsement programs on JATI has always inspired the consumers in their choice of brand. As such the latest brand market survey conducted by AC Nielson shows that JATI remains as the No.1 top seller brand in Malaysia in both market share and brand awareness categories for several consecutive years since 2001.


At present Serba Wangi have a wide distribution network with branches in Penang, Perak, Kuala Lumpur, Negeri Sembilan, Malacca, Johor and Pahang to support and handle the processing, distribution and wholesale operations collaborated by an efficient domestic logistic system.

 

Mission and Vision

  • To deliver products and services with the highest level of quality for maximum customers’ satisfaction.
  • To strengthen our current market position with the support of advertisements, promotions and greater publicity for building a stronger brand identity and enhancing the brand value and equity level.
  • To become a comprehensive and dominant force in the food distribution network whilst transforming into a well-diversified company.