Mydin’s Rahmah Initiative Reduces Food Inflation, Promotes Affordable Meals
In an effort to combat food inflation and alleviate the burden of the rising cost of living, Mydin, a prominent Malaysian supermarket chain, introduced the Rahmah initiative. Spearheaded in collaboration with the late Domestic Trade and Cost of Living Minister, Datuk Seri Salahuddin Ayub, this initiative aims to provide affordable meals to the public. Mydin’s commitment to nation-building played a crucial role in the formation of this program.
One of the key components of the Rahmah initiative is Menu Rahmah, which offers meals priced at RM5 and below. This initiative was first launched at the Mydin Subang Jaya Hypermarket on January 31, 2023. Ameer Ali, the representative of Mydin, expressed that the primary objective was to make cheaper meal programs feasible, even though many eateries initially had concerns about potential profit loss. However, after operating for two to three months, it was found that only a small percentage of customers, around 10 to 15 percent, opted for the cheaper meals. This revealed that the Menu Rahmah program was sustainable and did not significantly impact the businesses of other eateries.
The success of Menu Rahmah prompted the continuation of the Rahmah initiative through other programs such as Payung Rahmah, Jualan Rahmah, Bakul Rahmah, and the ‘Kasih Sayang Ibu dan Si Manja’ campaign. These initiatives were created to further alleviate the burden of the low-income group and the hardcore poor in Malaysia. By offering affordable options through various avenues, Mydin has positively impacted the lives of many struggling individuals and families.
Mydin’s journey began with Mydin Mohamed Bros, a business started by the late Mydin Mohamed Ghulam Hussein. Initially selling sundry goods on the sidewalks and from a small wooden shop in Jalan Tok Hakim, Kota Bharu, the business expanded over the years. Datuk Murad Ali Mydin, Ameer Ali’s elder brother, played a pivotal role in establishing a second wooden shop in Kuala Terengganu in 1979. From there, the shop gradually transformed into a supermarket chain known as Mydin.
In 1989, Ameer Ali brought Mydin to Kuala Lumpur, opening a store at Jalan Masjid India. The overwhelming response from customers led to Mydin’s first mall and hypermarket in Subang Jaya in 2006. Notably, Mydin Tunjong, the largest mall hypermarket, was unveiled in Kota Bharu in 2022, further solidifying the growth of the brand.
Currently, Mydin operates 61 branches nationwide, employing nearly 7,000 individuals. With an extensive selection of 130,000 stock-keeping units, including 100 of Mydin’s original equipment manufacturer brands, the company continues to cater to the diverse needs of its customers.
Despite the prevailing economic challenges such as inflation, a weaker exchange rate, and decreasing purchasing power, Ameer Ali remains optimistic about Mydin’s future. He believes that these obstacles are temporary and anticipates stability in Malaysia’s economy post-state elections. By focusing on developing the country and attracting more investments to improve investors’ confidence, Ameer Ali envisions a brighter future.
Looking ahead, Mydin plans to adopt artificial intelligence, data analytics, and smart business technology solutions to enhance the customer experience. The company aims to expand its reach by opening a new branch in Perlis by the end of 2025, generating more revenue and returns. Throughout its journey, Mydin proudly maintains its status as a Malaysian brand that has been serving the community since its establishment in 1957.
As Mydin continues to evolve and adapt to the changing landscape, its commitment to providing affordable meals and supporting the well-being of the Malaysian population remains unwavering. Through the Rahmah initiative and its various programs, Mydin has made a significant impact in reducing food inflation and promoting accessible meals for all.
