Serba Wangi Sdn Bhd is a leading Malaysian food manufacturer and exporter specializing in rice and rice-based products. Known for its flagship brands like JATI and ecoBrown’s, the company has been instrumental in transforming Malaysia’s rice industry with innovation, quality assurance, and sustainable practices. With its headquarters in Alor Setar, Kedah—the heart of Malaysia’s rice bowl—the company has carved out a formidable presence in both local and global markets.
Company Overview
Established in 1993, Serba Wangi Sdn Bhd has grown into one of Malaysia’s largest rice processors and distributors. The company operates under the umbrella of the Seri Wangi Group, and its vision is to deliver healthy, nutritious, and accessible rice-based food products to households globally. Serba Wangi’s operations include rice milling, packing, branding, and product innovation, supported by a fully integrated supply chain.
Core Products and Brands
Serba Wangi offers a comprehensive portfolio of products under several brands:
Rice
- Super White Rice
- Parboiled Rice
- Thai White Rice
- Thai Fragrant Rice
- Specialty Rice
Brown Rice Products (ecoBrown’s)
- ecoBrown’s Original Brown Rice
- ecoBrown’s Steam Brown Rice
- ecoBrown’s Pusa Brown (Premium Basmathi Brown Rice)
- ecoBrown’s Gold Rice
Rice-Based Beverages
- ecoBrown’s Brown Rice Cereal Plus
- ecoBrown’s Brown Rice Cocoa Plus
- ecoBrown’s Brown Rice Coffee Plus
- ecoBrown’s Vita Original Wholegrain Rice Drink
Rice Vermicelli
- Jati Bihun Rice Vermicelli
- Jati Premium Bihun
- Nuuna Instant Vermicelli Series
- ecoBrown’s Premiere Brown Rice Vermicelli
Snacks
- ecoBrown’s Brice Seaweed Rice Puff
- ecoBrown’s Brice Spicy Cheese Rice Puff
- ecoBrown’s Brice Truffle Rice Puff
Notable Brands
- JATI
- ecoBrown’s
- Kapal Layar
- Carnation
- Songhe Noble Pine Crane
- S. Wangi
- Fres-Harves
- Nuuna
- Bihun Kampung
Unique Selling Proposition (USP)
Serba Wangi stands out for:
- Pioneering wholegrain brown rice innovation through the ecoBrown’s brand.
- Diverse product formats including drinks, vermicelli, and snacks, catering to modern health-conscious consumers.
- Integrated production system ensuring traceability and quality control from paddy sourcing to retail shelves.
- Strong presence across ASEAN and Middle Eastern markets.
Financial and Operational Strength
While Serba Wangi is privately held and does not disclose financials publicly, its market reach, brand visibility, and production scale indicate robust financial health. The company operates state-of-the-art rice mills in Kedah with automated sorting, polishing, and packing machinery. Annual processing capacity exceeds 100,000 metric tons of rice.
Export and Shipment Performance
Trade data and industry reports indicate:
- Serba Wangi exports to more than 15 countries, including Singapore, Brunei, Indonesia, UAE, and Saudi Arabia.
- ecoBrown’s and JATI are the primary export brands.
- Regular participation in international trade shows such as Gulfood, SIAL, and THAIFEX supports their global reach.
- Exports represent approximately 30% of annual revenue based on product trace data.
Target Market
The company’s products cater to:
- Health-conscious consumers seeking high-fiber, low-GI alternatives.
- Households across Asia and the Middle East preferring premium rice brands.
- Retailers and wholesalers in supermarkets, grocery chains, and online platforms.
- Institutions and foodservice sectors needing consistent bulk supply.
Capabilities and Infrastructure
- Fully integrated rice milling facilities in Kedah
- Dedicated R&D team focused on functional food development
- Distribution centers across Malaysia and selected overseas regions
- Automated packing lines for efficiency and hygiene
- eCommerce channels and digital marketing platforms
Certifications and Quality Standards
Serba Wangi ensures its products adhere to rigorous food safety and quality norms:
- HACCP
- ISO 22000
- Halal (JAKIM Certified)
- MeSTI (Malaysian Food Safety and Quality Division)
These standards enable the company to distribute both domestically and internationally with credibility.
Brand Sentiment and Recognition
- ecoBrown’s enjoys widespread consumer trust for its health benefits and local heritage.
- The brand maintains strong social media presence with health tips and recipe content.
- Favorable customer reviews highlight taste, digestibility, and nutritional value.
Major Achievements
- Introduced Malaysia’s first brown rice-based beverage range.
- Recognized as a top FMCG rice brand in Malaysia.
- ecoBrown’s product line awarded for product innovation and design by Malaysian trade authorities.
- Collaborations with health institutions for wholegrain nutrition education.
Serba Wangi Sdn Bhd represents a Malaysian success story in agri-food manufacturing, fusing traditional rice products with modern health trends and innovation. Its extensive brand portfolio, export presence, and nutritional focus continue to strengthen its footprint in the global food marketplace.
