Mahsuri Dagang Sdn. Bhd., based in Shah Alam, Malaysia, is a prominent food manufacturing and distribution company specializing in halal-certified sauces and condiments. The brand "Mahsuri" is widely recognized for its authentic Malaysian taste and has been a staple in households and the food service industry across Southeast Asia.
Company Overview
Established with a clear mission to promote Malaysian culinary heritage, Mahsuri Dagang Sdn. Bhd. has steadily grown into one of the country's trusted sauce manufacturers. The company emphasizes quality, innovation, and halal assurance in all its product lines.
- Headquarters: Shah Alam, Selangor, Malaysia
- Key Executive: Mohd Jazri Ikmal Hijaz
- Ownership Type: Private Limited Company
- Primary Brand: Mahsuri
- Secondary Brand: Panda Brand
Core Business and Product Portfolio
Mahsuri specializes in the development and distribution of value-added sauces that cater to both local and international taste preferences. Its product offerings include:
- Hot Sweet Soy Sauce
- Oyster Flavoured Sauce
- Black Pepper Sauce
- Spicy Sweet & Sour Sauce
- Korean Garlic Sauce
These products are tailored for home use, HORECA (hotels, restaurants, and catering), and international markets, with recipes that align with both traditional Malaysian flavors and trending Asian cuisine.
Market Position and Target Segments
Mahsuri targets a broad customer base including:
- Malaysian households
- Food service operators
- International buyers seeking halal-certified Asian condiments
The company has positioned itself strategically in the ASEAN market, benefiting from Malaysia’s status as a global halal hub. It continues to expand its export footprint to countries with significant Muslim populations and demand for Asian culinary products.
Unique Selling Proposition (USP)
- 100% Halal Certified Products
- Authentic Malaysian Taste
- High-Quality Raw Ingredients
- Innovative Flavour Profiles
- Products Tailored for Local and Export Markets
The company’s commitment to halal integrity and authenticity distinguishes it from many other regional competitors.
Infrastructure and Capabilities
To support its production goals and international expansion, Mahsuri has invested in a new manufacturing plant, which was marked by a groundbreaking ceremony publicized through its digital channels. This facility is designed to meet modern food safety standards and increase production scalability.
- Modern Production Facility in Shah Alam
- R&D Capabilities for Product Innovation
- Packaging and Private Labelling Capabilities
- Distribution Network Across Malaysia and Export Markets
Financial and Export Insights
While specific financial statements are not publicly disclosed, Mahsuri's ongoing growth initiatives—such as facility expansion and brand outreach—indicate healthy financial positioning. Export data and market presence suggest:
- Strong ASEAN Distribution
- Regular Export Shipments to Brunei, Singapore, and Middle East
- High SKU turnover in local supermarkets and hypermarkets
Online platforms like TradeMo and ImportYeti show recurring imports of Mahsuri products, particularly sauces, into regional markets, signaling demand consistency.
Certifications and Compliance
- Halal Certification (JAKIM Malaysia)
- Compliance with Malaysian Food Safety Standards (MeSTI)
- Good Manufacturing Practices (GMP)
- Hazard Analysis Critical Control Point (HACCP) – Select Products
These certifications are critical for ensuring compliance in Muslim-majority countries and enhance the company’s trustworthiness among international buyers.
Customer Sentiment and Testimonials
Mahsuri maintains active social media channels, especially on Facebook and Instagram, with thousands of followers. Customer feedback highlights:
- Appreciation for consistent quality
- Positive reviews on flavor authenticity
- Regular interaction and recipe content through digital platforms
This engagement builds brand loyalty and enhances visibility among millennial consumers and urban families.
Strategic Vision and Achievements
Key milestones and achievements include:
- Launch of the new Mahsuri manufacturing plant in Shah Alam to enhance capacity
- Expansion of product line to meet global flavor trends (e.g., Korean Garlic Sauce)
- Growing recognition in the ASEAN region as a premium halal condiment brand
- Ongoing efforts to penetrate new export markets in the Middle East and Europe
Mahsuri Dagang Sdn. Bhd. continues to play a pivotal role in promoting Malaysian food products on the global stage while ensuring adherence to the highest standards of taste, quality, and halal compliance.