Swee Hin Chan Company Sdn

Name

Swee Hin Chan Company Sdn

Legal name

Swee Hin Chan Company Sdn. Berhad

Website

https://sweehinchan.com.my

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Flour and starch distribution

NAICS

Grain and Oilseed Milling (3112)

SIC

Grain Mill Products (2040), Food And Kindred Products (2000)

akta.pro primary industry

Starches, Flours & Milling Products Trading/Wholesale (AFAIAKAH)

Keywords

• Flour distribution
• Starch trading
• Wheat flour products
• Food ingredients supply
• Bakery and noodle flour

Headquarters

HQ city

Perai

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. Flour and Starch Product Sales: SHC generates revenue through the import, distribution, and sale of wheat flour and starch products. The company sources flour from countries like Australia, United States, Canada, and Argentina; and starches from China, Korea, India, South Africa, Denmark, Thailand, and Malaysia. Products are sold to bakeries, noodle manufacturers, food processors, and household consumers with value pricing.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Swee Hin Chan Company Sdn. Berhad (SHC) imports and distributes wheat flour and starches across Malaysia, serving bakeries, noodle manufacturers, food processors, animal feed producers, and household consumers. As the appointed main distributor of United Malayan Flour (UMF) since 1961 and the market leader in Malaysia's starch business, SHC supplies a broad portfolio of protein-specific flours, corn/wheat/tapioca/potato/sago starches, household flours, wheat by-products, and animal feed from sources across Asia, Europe, Africa, North America, and Oceania. All products are halal certified by Jakim.

Product overview

Swee Hin Chan Company Sdn. Berhad (SHC) is a flour and starch import and distribution company established in 1914. The company operates as a single unified product distribution business offering two main product categories: wheat flour and starches. The wheat flour portfolio includes branded products under UMF (United Malayan Flour) such as Double Kris, Crown & Bee, Red Tank, Red Fisherman, Blue Fisherman, Arrow Brand, Castle Blue, Torii, Tank S, and Kompang; specialty flours for specific applications like bread, noodles, steamed buns, and cakes; and household flours. The starch portfolio includes SHC-branded corn starch and superior starch, along with distributed brands including Amyral, De Tulpen, Semino, AAA, and Star Brand for potato, tapioca, sago, and wheat starches. SHC also distributes wheat by-products (germ, meal, bran, semolina) and animal feed products (pollard). All products are halal certified by Jakim.

Differentiator

Problem solved

Functional benefit

Brands

• UMF (United Malayan Flour): Wheat flour brand sourced mainly from the United States, Australia and Canada. Includes Double Kris bread flour, Crown & Bee premium flour, Red Tank noodle flour, specialty flours like Red Fisherman for steamed buns, and household flours.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• United Malayan Flour (UMF)coreChannel Partner/ Reseller/ Distributor · 1 January 1961SHC was appointed as the main distributor of United Malayan Flour (UMF), a Malaysia pioneer wheat flour manufacturer, in 1961. SHC retains this position today, distributing UMF flour products including Double Kris, Red Tank, Crown & Bee, and specialty flours throughout Malaysia.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Malayan Flour Mills Berhad: Malaysia's largest flour miller and a leading supplier of wheat flour and animal feed to industrial and household customers. Directly comparable to SHC because both operate at scale in the Malaysian wheat flour value chain, with overlapping B2B customer bases across bakeries, noodle makers and food processors.
• United Malayan Flour (UMF): SHC's primary supplier and Malaysia's pioneer wheat flour manufacturer. Comparable because UMF and SHC jointly shape the same Malaysian flour distribution channel — UMF on the milling side and SHC on the distribution side — competing indirectly with other miller-distributor pairs for end-bakery share.

Regional players

• Manildra Group: Australia's largest flour miller and a major regional supplier of wheat flour, starch and gluten. Comparable to SHC because Manildra serves the same Asia-Pacific wheat-flour value chain and is a credible cross-border competitor for specialty flour and starch accounts.
• PT Indofood Sukses Makmur Tbk: Indonesia's largest food and ingredient company with major flour milling, starch and noodle operations across Southeast Asia. Comparable to SHC because Indofood operates in the same wheat flour and starch value chain serving noodle manufacturers and food processors, and represents a credible cross-border regional competitor.

Broad incumbents

• Tate & Lyle PLC: Global specialty food ingredients company with deep exposure to industrial starches, sweeteners and texturizers. Comparable to SHC because Tate & Lyle competes in the same starch-and-ingredient category that anchors SHC's market-leading Malaysian starch portfolio, but at much larger global scale.
• Ingredion Incorporated: Global ingredient supplier specializing in starches, sweeteners and plant-based proteins for food and industrial customers. Comparable to SHC because Ingredion directly competes in the specialty starch and texturizer categories where SHC claims Malaysian market leadership, especially in corn and tapioca starch.
• Roquette Frères: Global leader in plant-based ingredients including starches, polyols, proteins and fibers for food and nutrition. Comparable to SHC because Roquette competes in the same specialty starch (especially potato and corn starch) categories and would be a credible global incumbent challenger to SHC's Malaysian starch customers.
• Archer Daniels Midland (ADM): Global agribusiness and ingredient company with major wheat milling, starch and grain-distribution operations across Asia. Comparable to SHC because ADM serves the same industrial bakery and food processor customer base and would be a credible alternative supplier for SHC's customers in Malaysia and the region.
• Cargill, Incorporated: Global food and agriculture company with grain origination, flour milling and starch sweetener operations across Southeast Asia. Comparable to SHC because Cargill competes for the same Malaysian flour, starch and food-ingredient accounts and has substantially greater global sourcing scale.

Others

• Khong Guan Limited (KGL): SGX-listed parent company of SHC and a regional food and beverage conglomerate with biscuit, confectionery and food-trading operations. Relevant as SHC's corporate parent, which provides funding, governance and shared distribution relationships that shape SHC's strategic direction.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/swee-hin-chan-company-sdn

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Swee Hin Chan Company Sdn