Download the Special Report: Perusahaan Ixora 1 (PDF format)
Keropok Amplang as it is popularly known, is a fish-based cracker mainly produced in Tawau, Sabah. There are numerous types of crackers produced in Malaysia, however keropok amplang is quite oustanding in colour, taste and shape. Many say that it is attributed to the fact that Tawau is rich in marine resources especially fresh spanish mackerel or locally known as ikan tenggiri, the main ingredient in keropok amplang production. The abundant supply of raw materials has generated numerous business opportunities for the small-scale food industries in the area.
Capitalising on the readily available resources, Rosma Norhayati Titing started to produce keropok amplang way back in 1996 at Kg Wakuba, Tawau. Like many other successful entrepreneurs, it all began with a humble beginning for Rosma when she ventured into this business with only RM350 as a start-up capital. Now, after more than 10 years of hard work and determination, she has successfully established her business to become what is now Perusahaan IXORA 1.
Perusahaan IXORA 1 today, is one of the biggest producers of keropok amplang in Sabah with annual sales turnover of approximately RM420,000. The company is now managed by Rosma and her husband, Yadfullah Hj Sitam and supported by a workforce of 20 employees. The newly upgraded factory in Kg Wakuba Tawau is more efficient as its is well equipped with modern facilities such as deboner, fryer and mixer. The monthly production capacity has since increased from only 700kg ten years ago to approximate 2.5 tonne presently. Their product is mainly keropok amplang in original flavour, however new flavours has also been introduced in response to customer's varied demand. Their product comes in packets of 100gm and 150gm each priced at RM3.00 and RM5.00.
In terms of marketing, Perusahaan IXORA 1 is currently distributing its products primarily in Sabah and about 15% to West Malaysia and Sarawak. To further enhance the quality of their product, the company under Groom Big program has renewed its packaging and reposition the product with a chosen brand name IXORA. With a high product quality and Halal Certification, Perusahaan IXORA 1 is poised to tap the vast global market opportunities. With everything in place, Perusahaan IXORA 1 is geared to forge ahead towards greater height.
Entrepreneur: Ms. Rosma @ Norhayati Titing
Company Name: Perusahaan IXORA 1
Product: Keropok Amplang (fish-based cracker)
Brand Name: IXORA
Address: P. O. Box 1054, Kg. Wakuba Tawau, Mile 15, Apas Road, 91008 Tawau
Prepared by: Lofina Justin - Department of Industrial Development & Research
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