ADABI brand targets ASEAN increased presence with Next Gen CEO, Syed Mahadzir Syed Manshor
|POWERCAT LAUNCHED IN 2014 IS THE FIRST HALAL CERTIFIED CAT FOOD IN THE WORLD - HUGE POTENTIAL AMONG MORE THAN 240 MILLION MUSLIMS IN SE ASIA|
Syed Mahadzir, son of the founder of the Malaysian household spices brand, Adabi, Dato' Syed Manshor Syed Mahmood, has been in the FMCG (Fast Moving Consumer Goods) business for more than 10 years. As a Next Gen CEO of the family business, Syed Mahadzir has set his goal on increasing the presence of Adabi in ASEAN and the world. He holds a Bachelor's degree in Manufacturing Engineering & Management from the University of Warwick, UK (2005) and a Master's degree in International Business, Nottingham University, UK (2007).
Adabi began its foray into the local market in 1984 when Dato' Syed Manshor set up a small factory to produce various curry products in the Batu Caves Light Industrial Area. Within 2 years it had to move to a larger factory in Taman Kepong and then later two more plants were set up in Taman Ehsan Light Industrial area in 1990 and 1992 respectively.
Today the Adabi group's corporate office, production plants and warehouses are sited on a 4 acre site in the Rawang Integrated Industrial Park. Besides manufacturing a wide range of cooking spices and related dried foodstuffs, Adabi is also engaged in wholesale of rice, other grains, flour and sugar and transportation. It has diversified its portfolio to include snack brands Flamitoz (2016) and Kerispi (2019) and a popular pet food brand, Powercat. Adabi products are exported to UK, Mongolia, Jordan, Japan, Brunei, Singapore, Indonesia, and Australia.
Powercat is the first halal certified premium cat food in the world designed for Muslim cat lovers in mind but it has found popularity with other cat lovers in SE Asia. Launched in 2014, the range of organic feline food, both wet and dry foods and the repetoire of environmentally friendly pet care products has increased since. With over 240 million Muslims in SE Asia, the market is huge for halal cat food. Kudos to Adabi for this diversifcation!
The Adabi website, adabi.com features recipes that are delightful. More than 300,000 online followers.
- Adabi Consumer Industries Sdn Bhd. About us. https://www.adabi.com/about-us/
- Syed Mahadzir. https://www.linkedin.com/in/syed-mahadzir-73262a99/?originalSubdomain=my
- The Star. 24 Sept 2007. Rachael Kam. https://www.thestar.com.my/business/business-news/2007/09/24/adabis-growth-strategy
- Mineme FMCG Insights. 18 Oct 2019. Tan Heng Hong. https://www.minimeinsights.com/2019/10/18/adabi-jumps-into-the-spicy-korean-fried-chicken-bandwagon-with-sos-korea-adabi/
- Powercat. https://www.powercat.my/
- Petfoodindustry.com. 16 Dec 2019. https://www.petfoodindustry.com/articles/8766-halal-cat-food-makes-inroads-in-southeast-asia