Flourishing business of making rolled tarts with a twist


KUALA LUMPUR – ‘Tart-de Inti’, a creative wordplay for rolled tarts has contributed to flourishing the ‘kuih raya’ business as cookie-loving fans flock to get their hands on the out-of-the-ordinary creation, this festive season.

Business owner, Aida Balqis Zafrul Azmi, 26, has added a twist to the bite-sized confection which is commonly filled or topped with pineapple jam or chocolate by not putting the jam but instead, substituting it with more dough.

“At first, one of my customers requested me to bake tarts without the jam for them and I tried selling it to other people as well, but I did not expect that it would become a hit.

“I was just trying out to test the market (acceptance) last year and started taking orders online for these modified tarts,” she told Bernama recently, adding that she initially sold the classic pineapple-filled and chocolate-filled tarts.

Aida Balqis, who runs the business via Shopee (@cactibyda), said most of the customers for Tart-de Inti preferred to enjoy the buttery, soft and melt-in-the-mouth texture of the biscuit without the hassle of removing the jam beforehand.

She said she received over 200 orders for the rolled tarts in just two days after it went viral on social media in April (Ramadan) this year.

“I stopped taking orders at the moment due to the high volume of orders for Raya but I will continue to restock the tarts on Shopee after Syawal.

“I managed to bake 20 jars of the tarts (approximately 27 pieces per jar) daily and surely I do have plans to expand the business.

“But currently, I don’t have the capacity (sufficient manpower) to bake and pack the product to ensure customers’ satisfaction,” she said, adding that her mother would also lend a hand and bake together at times.

Based in Semenyih, Selangor, Aida Balqis runs the business on her own after she took over it from her mother two years ago and started selling tarts on Shopee in March 2020 during the Movement Control Order (MCO) 1.0 period.