Sedania Innovator Bhd, innovation and sustainability-driven technology firm, has gone on an aggressive move to become the first fast-moving consumer goods (FMCG) multinational corporation from Malaysia.
Recently, Datuk Azrin Mohd Noor revealed the company’s bold vision of becoming a FMCG leader worldwide at the just-concluded 10th Annual General Meeting. According to him, this vision is a new chapter in the story of the company and inspires the younger generation, showing that a globally known FMCG brand can come from Malaysia.
Sedania Innovator, which has recently refocused its operations in consumer products and services, now sources more than 70% of its revenue from these areas. The company has seen remarkable growth across its proprietary brands, such as Offspring, Tanamera, and JomHibah. Azrin emphasized the importance of brand ownership, noting that, unlike many other companies that represent international brands, Sedania owns and scales its own brands—a key differentiator as the company sets its sights on becoming a global leader.
Important initiatives of this strategic direction include a reconstituted leadership team and new board members appointed to provide greater objectivity in the running of the business, besides improved governance structures. Such strides underscore Sedania’s path towards long-term growth and resilience, with a diversified business model that includes B2C, B2B, and B2B2C verticals. Thereby, this diverse business vertical is expected to act as a wall against uncertain global economic scenarios and continue sustained growth for the company.
As part of its efforts to improve profitability, Sedania has achieved a 20% cut in the cost of goods sold and a 10% saving in distribution costs. Reinvestments in brand-building initiatives are therefore being made to accelerate growth in international markets.
Azrin has set a target of achieving an annual turnover of RM500 million, which he believes is the threshold for becoming a true FMCG multinational.
Looking ahead, Azrin highlighted the potential for growth in international markets, particularly in China and Vietnam, where the company’s Tanamera products have gained traction. Additionally, Sedania has secured a RM150 million contract in China and anticipates major banking partnerships for its JomHibah platform in the coming months.
Despite facing challenges such as global inflation and evolving consumer behaviors, Azrin is confident that Sedania is well-positioned to navigate these hurdles, with digital tools enabling more agile and responsive marketing strategies.
With a clear vision for the future, Sedania Innovator is poised to redefine the global FMCG landscape, scaling responsibly and inspiring future generations to dream big.
