Dewina’s aggressive A&P registers 30% sales growth

Brahim’s continues to dominate as the leading brand for ready-to-eat and ready-to-cook sauce


Dewina Holdings Sdn Bhd plans to triple its production capacity after the food manufacturer, which is popularly known for its brand Brahim’s, registered a 30% growth in sales revenue this year.

Group MD Nur Fatin Ibrahim (picture) said the group’s steady growth was contributed by aggressive advertising and promotion (A&P) strategies.

“We heavily invested in advertising, conducting roadshows and food demonstrations to push our products. We are confident that our sales revenue will steadily increase by a minimum of 30% next year, based on the existing products.

“At the same time, we have recently installed new machineries to boost the current production capacity of one million to three million, where we are expecting to hit our target by the end of 2018,” she said yesterday.

She said the group’s Brahim’s brand continues to dominate the segment as the leading brand for ready-to-eat and ready-to-cook sauce, conquering 70% of the market share.

“Despite the market is flooded with competition, we are still the market leader as we have designed our products to cater to the convenience of our consumers.

“Our products are simple to cook as it only requires them (consumers) to add in water,” Nur Fatin said after the launch of Brahim’s new adventure meal pack.

The new adventure ready-toeat meals are targeted at the consumer who embraces the active outdoor lifestyle such as mountain climbing, jungle-trekking, four-wheel drives, mountain biking and campers.

“With the introduction of our new adventure meal pack, it will be one of our expansions away from the mainstream market.

“These new products are basically taken from our existing ready-to-eat rice meal products, where it has been repackaged to be light and easy to carry as well as easy to prepare,” she said.

The company had also organised an expedition to Gunung Nuang in November to gauge the responses from consumers to the adventure pack products.

About 50 climbers were part of the consumer trials.

“We received good feedback and they enjoyed the Nasi Goreng Kampung for breakfast and black beef for lunch.

“After the positive responses, we decided to launch these products,” Nur Fatin said.

Dewina expects to place the new adventure products at 150 outdoor adventure shops and school cooperatives by the middle of 2018.

“We are hopeful that we will be able to sell about 10,000 packs within the first year of launching,” she said.

The products are expected to be available nationwide in January next year.

In conjunction with the launch of the adventure meal pack, Dewina also unveiled its first brick-and-mortar retail shop, Brahim’s Shoppe, in Bandar Baru Bangi.