What Serba Wangi does

Serba Wangi Sdn Bhd is a privately held Malaysian rice miller, processor, packager, and distributor headquartered in Alor Setar, Kedah, with its primary production facility in Pendang, Kedah (the heart of Malaysia's "Rice Bowl"). Founded in 1993 as a successor entity to Ban Heng Bee Rice Mill (established 1952), the company operates a vertically integrated paddy-to-shelf value chain anchored on its flagship JATI brand and a portfolio of sub-brands including ecoBrown's (health-focused brown/red/black rice and beverages), Kapal Layar, Carnation, Songhe, Nuuna (instant rice vermicelli and noodles), Brice (wholegrain rice snacks launched 2024), and Jati Signature (premium basmati, 2019).

The company runs a proprietary Rice Husk Fired Co-generation Steam Boiler (COGEN) drying system — a multi-million European-sourced technology that won the ASEAN Clean Energy Awards in 2003 — providing energy-cost efficiency from rice husk waste. It holds ISO 9001:2000 (first Malaysian rice wholesaler to obtain it, 2001), HACCP (2008), and Halal certifications. Distribution is executed through 9+ company branches across Peninsular and East Malaysia, an appointed agent/distributor network covering Kedah, Pahang, Terengganu, Sabah, and Sarawak, a Singapore subsidiary (SW Foods International), HORECA field sales, and digital channels including TikTok Shop. Revenue is generated from B2B wholesale and retail distribution of packaged rice, brown rice products, rice vermicelli, instant noodles, and rice-based snacks; a 1999 joint venture with Padiberas National Berhad (BERNAS), Malaysia's national rice authority, secures preferential paddy supply. Customers span Malaysian households (primary), HORECA operators, health-conscious consumers, and regional wholesalers, with no publicly disclosed revenue figure.

Name

Serba Wangi

Legal name

Serba Wangi Sdn Bhd

Website

https://malaysiarice.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Serba Wangi Sdn Bhd is a Malaysian rice miller, processor, and wholesaler (founded 1993, HQ Alor Setar, Kedah) that produces and distributes packaged rice and rice-based products under the JATI, ecoBrown's, Kapal Layar, Carnation, Songhe, Nuuna, and Brice brands across Malaysia and Singapore.

Ownership category

akta.pro rank

Product category

Rice Milling and Distribution

NAICS

Rice Milling (311212), Grain and Oilseed Milling (3112), Snack Food Manufacturing (31191), Food Manufacturing (311)

SIC

Grain Mill Products (2040), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Rice & Grain Processing (milling, polishing, parboiling, blending) (AFAKABAE)

akta.pro secondary industries

Flour & Milling Products Manufacturing (wheat, corn, rice, specialty flours) (AFAKABAD), Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)

Keywords

• Rice milling
• Rice distribution
• Rice processing
• Rice wholesaler
• Packaged rice products

Headquarters

HQ city

Alor Setar

HQ country

Malaysia

HQ region

Asia

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Rice and Rice Products Distribution: The company generates revenue through milling, processing, packaging, and distribution of various rice and rice products under flagship brand JATI and other brands including ecoBrown's, Kapal Layar, Carnation, Songhe, Nuuna, and others. Revenue comes from wholesale and retail distribution of packaged rice, brown rice products, rice vermicelli, instant noodles, and rice-based snacks.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Serba Wangi Sdn Bhd is a Malaysian rice milling, processing, packaging, and distribution company operating under flagship brand JATI alongside sub-brands including ecoBrown's (health rice), Kapal Layar, Carnation, Songhe, Nuuna (instant noodles), Brice (wholegrain snacks), and Jati Signature. The company sources paddy from the Rice Bowl regions of Kedah, Perlis, Perak, and Selangor, milling and distributing packaged rice, brown rice, rice flour, vermicelli, and rice-based snacks to Malaysian households, HORECA sector, and appointed distributors across Malaysia and Singapore.

Product overview

Serba Wangi Sdn Bhd is a rice miller and wholesaler that produces and distributes various rice and rice products under multiple brands. The flagship brand JATI offers comprehensive rice products ranging from local super special long grain to premium basmathi varieties. The health-focused ecoBrown's sub-brand provides brown rice, red rice, black rice, and wholegrain rice beverages. Additional brands include Kapal Layar (local rice and vermicelli), Carnation (aromatic Thai rice), Songhe (Thai fragrant rice from Ubon Ratchathani), Nuuna (instant rice vermicelli and noodles), and Brice (wholegrain rice snacks). The company also produces rice flour, glutinous rice flour, corn starch, and tapioca starch products.

Differentiator

Problem solved

Functional benefit

Brands

• JATI: Flagship rice brand of Serba Wangi Sdn Bhd, covering various renowned household names including Jati Super Special, Jati Istimewa, Jati Gold, Jati Basmathi, and rice products like vermicelli and flour.
• ecoBrown's
• Kapal Layar
• Carnation
• Songhe
• Nuuna
• Brice
• Jati Signature
• SW Foods International

Products and services

• JATI Rice Flagship comprehensive line of household rice products from Serba Wangi including local super special long grain rice, basmathi, glutinous rice (Pulut), rice vermicelli, 100% rice flour, and glutinous rice flour. Targeted at Malaysian households for daily cooking across local dishes.
• Jati Signature Premium Rice Premium basmathi rice series launched for JATI's 25th anniversary including Pusa Basmathi 1121, Pusa 1509, and The Original Basmathi varieties. Targeted at premium-segment households and restaurants seeking fine basmati rice.
• ecoBrown's Health Rice Series Health-focused rice series including brown rice, red rice, black rice, Riceberry rice (jasmine x aromatic black rice cross containing anthocyanin), wholegrain rice beverages, and Cereal Plus. Marketed for diabetes management, cholesterol reduction, digestive health, and weight management.
• Kapal Layar Rice Rice brand offering local super long grain rice, parboiled rice, and rice vermicelli products. Targeted at value-segment households seeking everyday local rice and vermicelli.
• Carnation Fragrant Rice Rice brand featuring aromatic Thai fragrant rice varieties (Apple No. 5/6/7, Apple Gold, Apple Pink, Apple Sella Cream), Carnation Wangi, Carnation Grape, Carnation Bihun (rice vermicelli), and 1121 Parboiled Basmathi. Targeted at households seeking aromatic rice and vermicelli.
• Songhe Thai Fragrant Rice Rice brand featuring Thai fragrant rice varieties including Songhe Lotus (from Ubon Ratchathani), Songhe New Crop (Thai Fragrant Rice AAA), Songhe Noble Pine Crane in red and standard variants, and Songhe Mixed Rice. Targeted at households preferring premium Thai jasmine-style rice.
• Nuuna Instant Rice Vermicelli and Noodles Instant rice vermicelli and instant noodles brand offering Original and Spicy rice vermicelli plus flavored instant noodles (Spicy Cheese, Nasi Lemak, Satay, plain). Targeted at convenience-seeking consumers seeking quick rice-based meal options.
• Brice Wholegrain Rice Snacks Wholegrain rice snack brand launched under ecoBrown's in August 2024, baked from wholegrain rice (never fried) in flavors including Spicy Cheese, Seaweed, Truffle, Himalayan Salt, Musang King Durian, and Satay. Targeted at health-conscious snackers seeking baked whole-grain alternatives.
• Jati Chom Chom Rice Snack White rice-based snack introduced in June 2026 from locally sourced rice, available in Tomato and Cheese flavors in various pack sizes. Targeted at consumers seeking locally developed rice-based snack innovation.
• Primera Malaysian Red Rice Malaysian-origin red rice with medium hard and chewy texture, available in 1kg, 2kg, and 5kg pack sizes. Targeted at consumers seeking locally grown red rice.
• Jati Pulut (Glutinous Rice) Glutinous rice product under JATI, available in 1kg, 2kg, 5kg, and 10kg packing sizes. Used for traditional desserts and snacks.
• Jati Vermicelli (Bihun) Rice vermicelli (bihun) made from rice combined with sago starch and corn starch, available in 350g and 3kg pack sizes. Used in stir-fried, soup, and traditional noodle dishes.
• Jati Rice Flour and Glutinous Rice Flour 100% rice flour (500g, 1kg) and 100% glutinous rice flour products under JATI for traditional dessert, snack, and pastry preparation.
• Cap Serama Mas Blended Rice Flour Rice flour blended with corn starch under the Cap Serama Mas brand, available in 500g pack size. Used as an ingredient for traditional cooking and baking.
• Golden Harvest Thai White Rice Imported Thai white rice with soft and fluffy texture, available in 1kg, 5kg, and 10kg pack sizes under the Golden Harvest brand.
• Golden Aroma Fragrant Rice Fragrant rice with soft and aromatic texture, available in 5kg and 10kg pack sizes under the Golden Aroma brand.
• Beras Kampung Local White Rice Local Malaysian white rice with soft texture, available in multiple variants (Beras Kampung white rice 5, white rice 10 grades) for everyday household use.
• ecoBrown's Riceberry Rice Deep purple long-grain rice that is a cross breed between jasmine rice and aromatic black rice, containing anthocyanin as the main antioxidant compound in the bran layer. Targeted at health-conscious consumers seeking antioxidant-rich rice.
• ecoBrown's Red Rice Red rice containing high levels of anthocyanins, powerful antioxidants, and phytochemicals, available in 1kg and 2kg pack sizes. Targeted at consumers seeking antioxidant-rich whole-grain rice.
• ecoBrown's Wholegrain Brown Rice Beverage Instant beverage mix combining brown rice, red rice, black rice with non-dairy creamer, fructose, soluble dietary fibre, malt extract, and tricalcium phosphate. High calcium, low calorie, gluten-free. Targeted at health-conscious consumers seeking rice-based nutritional beverages.
• ecoBrown's Cereal Plus Brown rice cereal drink enhanced with cereals and oats, combining unpolished brown, red, and black rice with natural oat flavour. Targeted at health-conscious consumers seeking nutritious breakfast or snack beverages.
• Jati Horeca HORECA Bulk Rice Dedicated bulk rice line under Jati Horeca sold to hotels, restaurants, and cafes including Thai Import variants. Targeted at food service operators needing consistent bulk rice supply.

Quantifiable outcome

• Lower glycemic index rice for diabetes management
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Padiberas National Berhad (BERNAS)coreStrategic or Co-development Partner · 1 January 1999Serba Wangi Sdn Bhd joined a joint venture agreement with Padiberas National Bhd (BERNAS) in 1999. This strategic partnership was formed to strengthen marketing strategies, consolidate market share, and secure consumers' loyalty. BERNAS is Malaysia's national rice board.

Scale indicators6 records

Recent moves7 records

Expansion highlights7 records

Regional players

• Capital Rice Co. Ltd: Major Thai rice miller and exporter of fragrant rice varieties. Comparable to Serba Wangi in Songhe and Carnation brands' Thai fragrant rice sourcing, though primarily a regional player serving export rather than domestic household markets.
• Vietnam Northern Food Corporation (Vinafood 1): State-owned Vietnamese rice exporter and miller. A regional peer for Serba Wangi in ASEAN rice sourcing and export markets, but operates primarily in Vietnam rather than competing directly in Malaysian retail.

Emerging players

• KRBL Limited (India Gate): India's largest basmati rice exporter with flagship India Gate brand. Comparable to Serba Wangi in branded rice strategy, premium positioning, and global distribution ambition, though operating at larger scale in basmati specifically.
• LT Foods (Daawat): Indian-based branded rice company operating Daawat brand globally, with growing presence in basmati and specialty rice segments. Comparable to Serba Wangi's Jati Signature line in premium basmati positioning and brand-led international expansion.

Broad incumbents

• Charoen Pokphand (CP) Group / CP Intertrade: Thailand-based agro-industrial conglomerate with rice milling and food operations across ASEAN. Overlaps with Serba Wangi in rice processing and instant noodle categories (Nuuna competes with CP instant noodle lines), though CP operates at vastly larger scale and broader scope.
• Olam Food Ingredients (ofi): Global food ingredients supplier with rice sourcing, milling, and branded rice operations across Asia. Comparable to Serba Wangi in core rice milling and distribution capability but operates globally with vastly larger scale and broader product range.
• Cargill Malaysia: Global agricultural commodities giant with rice milling and trading operations in Malaysia. Overlaps with Serba Wangi in rice processing and distribution but operates across a much broader portfolio including palm oil, animal nutrition, and grain trading.

Direct peers

• Faiza Marketing Sdn Bhd: A leading Malaysian rice brand owner competing in similar household rice, basmati, and specialty rice segments through nationwide distribution. Closely comparable to Serba Wangi in product mix, distribution model, and target Malaysian consumer base.
• Padiberas Nasional Berhad (BERNAS): Malaysia's national rice authority and Serba Wangi's JV partner since 1999. BERNAS controls the country's rice import licenses and bulk procurement, making it the most directly comparable entity and principal counterparty in Serba Wangi's supply chain and competitive landscape.
• Jaya Fasmilion Sdn Bhd (Jasmine Food Corporation): A major Malaysian rice miller and wholesaler operating in similar commodity and branded rice segments. Competes with Serba Wangi for shelf space in Malaysian retailers and HORECA channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/JatiMalaysia
• Instagraminstagram.com/jati.malaysia
• LinkedInlinkedin.com/company/serba-wangi

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Serba Wangi