Serba Wangi Sdn Bhd – Malaysia’s Leading Rice Manufacturer & Wholesaler
Serba Wangi Sdn Bhd is a leading Malaysian rice milling and distribution company, specializing in a wide range of premium rice products. Founded in 1993 and headquartered in Alor Setar, Malaysia, the company has grown to become one of the largest rice manufacturers and wholesalers in the country.
With a commitment to high-quality rice production, sustainability, and food security, Serba Wangi has expanded its footprint in domestic and international markets, supplying premium rice products under its well-known brands JATI, ecoBrown’s, Kapal Layar, Carnation, Songhe Noble Pine Crane, S. Wangi, and Fres-Harves.
Core Business & Product Offerings
Serba Wangi Sdn Bhd specializes in the milling, packaging, and distribution of rice, offering a diverse portfolio of rice varieties and rice-based products to cater to various consumer segments.
Key Rice Varieties
- Fragrant Rice – Aromatic long-grain rice, widely used in Asian cuisine.
- Basmati Rice – High-quality, long-grain rice known for its fluffy texture and unique fragrance.
- Brown Rice – Wholegrain rice rich in fiber and essential nutrients, popular among health-conscious consumers.
- Glutinous Rice – Sticky rice commonly used in traditional Asian desserts and dumplings.
- Parboiled Rice – Pre-steamed rice that retains more nutrients and has a firmer texture.
- Organic Rice – Chemical-free, sustainably grown rice, meeting organic certification standards.
Rice-Based Products
- ecoBrown’s Wholegrain Rice – A premium wholegrain rice brand catering to health-conscious consumers.
- Instant Rice Vermicelli – Convenient, quick-cooking rice noodles, widely used in Asian cuisine.
- Rice Beverages – Nutrient-rich rice-based drinks, providing a dairy-free alternative.
Serba Wangi’s state-of-the-art milling facilities ensure high-quality processing, sorting, and packaging, maintaining consistency, purity, and superior taste.
Market Presence & Global Reach
Serba Wangi has established itself as a market leader in Malaysia’s rice industry, supplying rice products to retailers, food service providers, and international buyers.
Domestic Market Leadership
- Retail & Supermarkets – Supplying major grocery chains, supermarkets, and convenience stores across Malaysia.
- Foodservice & HORECA Industry – Providing bulk rice supply to hotels, restaurants, and catering businesses.
- Government & Institutional Supply – Partnering with public sector agencies and food security programs.
International Expansion
- Exports to Over 20 Countries, including Singapore, Brunei, China, the United States, Australia, and the Middle East.
- Strategic partnerships with global distributors, expanding access to premium Malaysian rice worldwide.
- Growing demand for Asian rice varieties, with Malaysian rice exports increasing by 8-10% annually.
With rising global demand for specialty rice varieties, Serba Wangi continues to expand its distribution networks and strengthen its international presence.
Financial Performance & Growth Trends
Serba Wangi has demonstrated strong financial performance and consistent growth in both domestic and export markets.
- Malaysia’s Rice Market Size: Estimated at $1.2 billion, with steady growth driven by population growth and dietary habits.
- Annual Revenue Growth: 10-15% year-over-year increase, supported by export expansion and premium rice sales.
- Rising Demand for Healthier Rice Options: ecoBrown’s wholegrain and organic rice sales have grown by 20% annually.
With the global rice market projected to reach $360 billion by 2030, Serba Wangi is well-positioned to capitalize on growing demand for premium rice varieties.
Certifications & Quality Assurance
Serba Wangi adheres to strict quality control measures and maintains multiple industry certifications to ensure safe and sustainable rice production.
- HACCP (Hazard Analysis and Critical Control Points) Certified – Ensuring food safety from farm to table.
- ISO 22000 Food Safety Management System Certified – Meeting global food safety and quality standards.
- Malaysia’s Halal Certification – Guaranteeing compliance with Islamic dietary laws, making products accessible to Muslim consumers worldwide.
- GMP (Good Manufacturing Practices) Certified – Maintaining high production and hygiene standards.
These certifications reinforce Serba Wangi’s reputation as a trusted supplier of premium rice products.
Sustainability & Ethical Rice Farming
Serba Wangi is committed to sustainable rice production and environmentally responsible farming practices.
- Sustainable Farming Practices – Partnering with local farmers to implement eco-friendly agricultural methods.
- Water Conservation & Soil Health Programs – Reducing water usage and improving soil fertility through organic farming techniques.
- Plastic Reduction & Eco-Friendly Packaging – Transitioning to biodegradable and recyclable packaging solutions.
- Corporate Social Responsibility (CSR) Initiatives – Supporting community-based food security programs and local farmer cooperatives.
With global consumers prioritizing sustainable food choices, Serba Wangi’s commitment to ethical farming strengthens its market appeal.
Shipment & Export Data
Serba Wangi is a major exporter of premium rice varieties, catering to global demand for high-quality Malaysian rice.
- Annual Export Volume: Over 100,000 metric tons of rice shipped internationally.
- Top Export Destinations: Singapore, Brunei, China, United States, Australia, United Arab Emirates, and the United Kingdom.
- Private Label & OEM Services: Supplying custom-branded rice products for international retailers and wholesalers.
With the global rice trade expanding, Serba Wangi’s focus on quality and export growth ensures long-term success.
Customer Testimonials & Industry Recognition
Serba Wangi’s premium rice products have received widespread recognition from both domestic and international consumers.
"JATI rice has been our go-to brand for years. The quality is consistent, and the grains are always fragrant and fluffy!"
— Malaysian Retail Consumer
"ecoBrown’s wholegrain rice is one of the best on the market. It’s nutritious, tastes great, and aligns with our customers’ health-conscious preferences."
— Retail Distributor in Australia
Serba Wangi has been featured in major food industry exhibitions, including:
- Malaysia International Halal Showcase (MIHAS) – Showcasing Malaysia’s top Halal-certified rice products.
- Gulfood Dubai – Expanding into the Middle Eastern premium rice market.
- SIAL China & FOODEX Japan – Strengthening Asia-Pacific trade partnerships.
These events help Serba Wangi connect with global buyers and showcase its innovative rice products.
Strategic Growth & Future Outlook
Serba Wangi is actively expanding its market presence through strategic investments and product innovation.
- New Product Development – Launching value-added rice products, including fortified and organic rice.
- Expansion into Emerging Markets – Strengthening distribution in Africa, Latin America, and Eastern Europe.
- Digital Transformation & E-Commerce – Enhancing online sales channels and direct-to-consumer delivery models.
- Increased Automation & Production Capacity – Investing in advanced rice milling technology to increase efficiency and reduce waste.
With the global demand for premium and health-conscious rice products on the rise, Serba Wangi is well-positioned to lead Malaysia’s rice industry into the future.
