MITI Day 2024 showcases investment, trade and sustainability initiatives
09 Oct 2024
The event aims to connect the public, businesses and SMEs with MITI’s various initiatives
THE Investment, Trade and Industry Ministry’s (MITI) annual MITI Day 2024 has brought together local businesses, international brands, and government agencies to highlight Malaysia’s commitment to fostering economic growth through trade, investment and sustainability.
The event aimed to connect the public, businesses and small and medium enterprises (SMEs) with MITI’s various initiatives, offering them insights into how they can leverage the government’s support to expand their businesses and contribute to the nation’s economic development.
One of the main highlights of MITI Day 2024 was the focus on electric vehicles (EVs) and green mobility, in line with Malaysia’s National Automotive Policy 2020 (NAP 2020).
Brands such as Proton, Perodua, BMW, Volkswagen and Chery were part of the Mini Malaysia Autoshow, showcasing their latest EV models.
At the launch, MITI Minister Tengku Datuk Seri Zafrul Tengku Abdul Aziz announced road tax exemptions and rebates of up to RM2,400 for the purchase or subscription of electric motorcycles, encouraging more Malaysians to adopt eco-friendly transportation options.
In addition to green initiatives, the event also featured a career carnival offering over 2,600 job opportunities from more than 22 companies, specifically targeting graduates.
The emphasis on Technical and Vocational Education and Training (TVET) was evident, with key players such as the Department of Manpower, Volkswagen Group Malaysia and the German Malaysian Institute actively participating.
This provided attendees with valuable opportunities to explore potential career paths and upskilling programmes.
A key aspect of MITI Day was the launch of the MITI Sustainability Report 2023, the first of its kind at the ministry level in Malaysia.
The report highlighted MITI’s efforts to integrate sustainability practices across the industrial and trade sectors, demonstrating the ministry’s commitment to environmental, social and governance (ESG) standards.
“We expect the industry to adopt these practices, but as a ministry, we must lead by example,” said Tengku Zafrul, reflecting on the significance of sustainability in driving long-term business competitiveness.
Among the entrepreneurs and SMEs at MITI Day is Entrusol, a local brand selling date-based oat drinks.
The drink, which is ideal for breakfast or as a meal replacement, requires only water to prepare, making it a convenient option for busy lifestyles.
The product comes in five unique flavours, combining dates with honey, banana, chocolate, coffee and strawberry.
The sweetness of the drink is derived entirely from date extract, providing a natural and wholesome taste.
Its reseller, Muhamad Shidiq said MITI Day programme has helped in terms of product exposure.
“Previously, people might not have known about us, but now they can see that there is a date-based oat drink in the market,” he told The Malaysian Reserve (TMR).
He said the feedback at the event has been positive, noting increased visibility and valuable customer insights.
“We have met more people in the business and been able to observe different customer segments. We have also gathered feedback to help improve our next product,” he added.
However, Muhamad said there have been some challenges, particularly in educating customers about the drink’s ingredients.
“When offering samples, some people assume it contains milk, so some customers are afraid to try due to lactose intolerance, but our product is not milk-based. Explaining the content and ingredients to consumers has been a key challenge,” he explained.
With its unique blend of flavours and health benefits, he hoped the date-based oat drink would become a favourite among health-conscious consumers in Malaysia.
On the other hand, Ulyaa Natural founder Nurul Alia Md Noor said the brand’s participation at MITI Day attracted customers’ interest in its unique prebiotics drinks and skincare products, all derived from date cider through a bio-fermentation process.
The innovative homegrown brand, established in 2022, is quickly carving out its niche in the market.
Nurul Alia, who previously worked as a researcher, assembled a team of experts in biotechnology, chemistry, pharmacy and health science to develop Ulyaa Natural’s in-house formulations.
Her motivation for starting the business came from the financial pressures she faced during the Covid-19 pandemic.
“The idea to sustain my cost of living led me to establish Ulyaa Natural in 2022.
“Our products are relatively new, so we need to explain them to customers. Participating in MITI Day has been helpful because we can provide product knowledge directly to them,” she told TMR.
She further highlighted that Ulyaa Natural received an invitation to join MITI Day through the State Development Corp of Selangor and the Malaysian Agricultural Research and Development Institute.
In addition, she said government agencies have been very supportive.
“A lot of government agencies have approached us here, and through this event, we have learned that there are many forms of government support available for SMEs,” she said.
Nurul Alia also shared that Ulyaa Natural has attracted interest from agencies that suggested the brand participate in the World Expo in Osaka next year.
“Several agencies are encouraging us to join under their wing for the Osaka event. So, I see the potential for our product to expand internationally,” she added.
Nonetheless, she acknowledged the challenges of raising brand awareness, especially as a new product in the market.
Although she sells online, Nurul Alia found that face-to-face interactions at exhibitions are far more effective in building customer trust.
Under Ulyaa Natural, there are two main product lines: Fermented drinks, which include Dates Valley prebiotics drinks and Khall dates cider; and Orga fermented skincare, available for both adults and babies.
The drinks are available in all Aeon outlets, while the baby skincare range is predominantly sold in pharmacies.
On the celebrity booth side, celebrity entrepreneur Norlie Tamam Idris took the opportunity to showcase a range of Johor products, including asam pedas paste, laksa Johor and steamed fruit cake, at the event.
All of the products featured at the event were personally prepared by her, highlighting her dedication to quality and craftsmanship.
Norlie, who started her business in 2003, has primarily relied on online platforms to sell her products.
However, this was her first time participating in MITI Day, and she expressed satisfaction with the experience.
“As a first-timer here, the initiative to promote SMEs has been very successful. The response has been great and the event’s promotion was excellent. It has really helped and we can now look at expanding our business further,” she shared.
While discussing the challenges faced by small businesses in today’s digital age, Norlie emphasised the importance of maintaining product quality.
“Nowadays, especially with platforms like TikTok, small businesses can easily get overshadowed. That is why we must focus on maintaining the quality of our products to stay competitive,” she said.
She noted her dedication to growing her business to a wider audience at MITI Day, further solidifying her brand’s presence in the local market.
Overall, MITI Day 2024 served as a platform for MITI to demonstrate its continued dedication to strengthening Malaysia’s industrial and trade sectors.
By promoting investment, fostering international trade and ensuring sustainability, MITI reaffirmed its role in advancing the country’s economic agenda while supporting SMEs and businesses in their journey to global markets.
Source: The Malaysian Reserve
