(marketingmagazine.com.my) – The consolidation of Permanis and Etika had been successfully completed and the group announced they will now be rebranded as the Etika Group of Companies (Etika).
The announcement comes on the back of the acquisition of Etika International Holdings, in 2014 and Permanis Sandilands Sdn Bhd, in 2011 by the Asahi Japan.
“Etika” stands for ethics (or trust) and the company will continue to deliver Service for Excellence with trusted products and inherent brand integrity at all times.
The consolidation strengthens Etika’s position in the Malaysian beverage industry as the company will be the only fully integrated Halal beverage company to offer all 12 categories of beverages.
The Group has expanded their footprint across key markets in South East Asia. Sales in Malaysia is close to MYR 1.5 billion.
In markets such as Singapore, Indonesia, Vietnam etc., the Group is leading the market across the dairies business with the intention of expanding the beverage offering over time.
The Group has exclusive rights to manufacture and distribute PepsiCo’s global brands such as Pepsi, Sting, Evervess, Mirinda, 7Up, Revive Isotonic, Gatorade, Lipton Ice Tea, Mountain Dew and Tropicana.
These rights along with sales offices and warehouses worldwide and a broad distribution network will also now come under Etika’s wing. More recently PepsiCo has awarded Etika its franchise for Singapore to commence from November, 1st 2016
Etika Dairies has been steadily increasing market share through its dairy brands, “Dairy Champ” and “Goodday Milk”. A leading player in the regional F&B market with interests in the dairy, packaging and nutrition sectors, both brands have maintained their dominance in their respective categories.
In 2016, Etika again grew its footprint by entering into the Cultured Milk and Yogurt Drink category with the launch of Japan’s first cultured milk drink, Calpis.
Since the launch, the brand has been well received by Malaysians and Calpis has had many recent campaign successes. This includes the recent launch of Calpis Grape, a new addition to the Mango and Original variants, which together have contributed towards the overall business growth.
“We are now literally a one stop ready-to-drink solution in Malaysia. This combined business in Malaysia currently generates close to RM1.5 billion and is the key catalyst of growth for us in the immediate future,” President and CEO of Etika, Erwin Selvarajah (picture) said.
“This has been an eventful year for Etika as the company not only added Calpis but continued its run of successes with brands such as WONDA Coffee, Tropicana, Mountain Dew and Goodday Milk to name a few.”
Together with brands like Chill Asian Drinks, Frost, Bleu Water and Kickapoo makes Etika one of the few companies in Malaysia to cover all categories in the beverage market.
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