JATI rice is so much synonymous with its producer Serba Wangi Sdn Bhd. Our Company started its operation in 1993, and has become one of the nation's leading rice millers and wholesalers focusing on rice business. The business covers an extensive scale of activities ranging from processing, packaging to producing more than 20 different varieties of rice product under the flagship brand JATI.
Compelling products that have been associated with the JATI brand come in the form of various renowned household names 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 its marketing strategies, our Company has realigned its position through joint venture undertakings with Padiberas National Berhad to consolidate its market share and secure consumers’ loyalty. Located at Bukit Raya, Pendang, right in the heart of the “Rice Bowl” of Malaysia wherein lie the fertile regions of the State of Kedah Darul Aman, our Company’s headquarter operates its business entity.
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.
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 began when our Company became the first rice wholesaler in Malaysia to win the prestigious ISO 9001: 2000 Quality Management System certificate awarded by International Lloyd's Register Quality Assurance on July 2001 for its packing and wholesaling of rice.
Other recognitions earned include the 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 criterias encompassing Market Dominance, Longevity, Goodwill, Customer Loyalty and Overall Market Acceptance. Being a recipient of this award, it is incumbent on us to embark on creation of new values aimed at creating new awareness and satisfying customers’ incessant requirements.
Equipped with this array of ‘arsenals’ (good physical attributes, right values and the psychological back-up), it is our firm conviction that, ultimately, Serba Wangi Sdn.Bhd. will secure the ‘lion’s share’ of the wholesale market amidst rising favourable perceptions of customers in terms of quality and reliability of our products – all of which are hallmarks of our flagship brand JATI- Malaysia's leading brand.