As brands grow, expanding beyond urban centers into independent retail is no longer optional, it’s a strategic imperative.
For Oriental Food Industries Sdn Bhd (“Oriental Food”), the company behind iconic brands like Super Ring, Jacker, Rota, and Zess, unlocking new growth means deepening its presence in untapped General Trade (GT) channels, where brand visibility and consumer demand remain high but underdeveloped.
The Opportunity
Although strong brand equity was already in place, Oriental Food still saw the opportunity to scale in the suburban and rural areas. However, continuation of the traditional distribution model with wholesalers meant that these areas remain underserved. The small and medium general trade (GT) stores are often hard-to-reach with smaller order sizes, proving difficult for wholesalers to service frequently due to the high logistics and operational costs.
Partnering with Ninja Mart meant a more effective channel penetration for Oriental Food, setting the stage for sustained growth.
How the collaboration works
- Ninja Mart’s Data + Oriental Food’s Optimization
Tapping into Ninja Mart’s data-driven infrastructure, Oriental Food gained real-time, store-level visibility such as frequency of purchase, monthly purchase revenue and store’s product assortment mix. This empowers the team to identify high-potential stores and optimize product assortments by location, therefore increasing market penetration. - Ninja Mart’s Routing Capabilities and Sales Force + Oriental Food’s Restocking Efficiency
In this fragmented market, harder-to-reach stores are often neglected, but not Ninja Mart. With routing systems in place and an operationally-ready sales team, restocks and fulfillment to these underserved stores became more consistent. These contributed to higher product turnover, reduced out-of-stock rates, and better retailer satisfaction too - Ninja Mart’s Expertise in Petrol Mart Distribution + Oriental Food’s Diverse Portfolio
Petrol Mart’s channel distribution requires a different approach from GT stores. Through Ninja Mart’s tailored support and consistent on-ground engagement, Oriental Food was able to expand their distribution footprint, and increase accessibility to new consumer segments. This channel expansion is a foundational step in driving incremental revenue
The Outcome
The partnership demonstrates how a data-driven, service-led approach, backed by strong retailer relationships can unlock growth in underserved markets. By bridging distribution gaps, this not only strengthened Oriental Food Industries Sdn. Bhd.’s nationwide presence, but also laid the foundation for sustained, scalable growth in Malaysia’s evolving retail landscape.
