Pran eyes $2 million orders from Malaysia’s halal expo

Pran, one of Bangladesh's leading food processors and exporters, is eyeing up to $2 million in orders from global buyers at the Malaysia International Halal Showcase (MIHAS) 2025, currently underway in Kuala Lumpur.

The company, representing Bangladesh as the sole participant, secured spot orders worth $0.5-1 million in previous years at the expo, according to company officials.

The event is also a major opportunity for Pran to expand its presence in the $3 billion global halal market, with plans to enter new markets in Asean, South Asia, and Europe.

Organised by the Malaysia External Trade Development Corporation (Matrade), MIHAS is hosting more than 2,400 exhibitors from 80 countries between September 17-20. The expo showcases halal-certified food and beverage, pharmaceuticals, lifestyle products, cosmetics, and Muslim-friendly tourism.

"MIHAS provides a strategic gateway to tap into the expanding global halal economy," said Salim Bhuiyan, managing director of Piaclae Foods, Pran's sole distributor in Malaysia.

"When we first tried to enter the Malaysian market, people didn't know about Bangladeshi brands. We had to pay RM 5,000 for shelf space in supermarkets. It was a gamble, but it paid off. Consumers began trying our products, and we won their trust," he added.

At this year's event, Pran is showcasing ready-to-cook items, juices, noodles, biscuits, and spices, all certified halal by Malaysia's Department of Islamic Development (JAKIM).

Since its launch in 2004, MIHAS has grown into a premier global platform for halal businesses, attracting buyers keen to serve a consumer base of over 2 billion Muslims. Pran has steadily strengthened its position in Malaysia through MIHAS. Over the last 14 years, Piaclae Foods has expanded distribution beyond Malaysia's urban centres into rural markets.

Currently, Bhuiyan said, Pran products serve as an "ambassador" of Bangladeshi quality, paving the way for other exporters. "We're competing with local and global brands, and winning, because of our price and quality."

While Pran has a global presence in 148 countries, Malaysia remains among its most lucrative markets. In fiscal year 2024–25, the company earned around Tk 750 crore from food and beverage exports to Malaysia alone.

The growth suggests Bangladeshi products are ready for wider regional expansion. Malaysia's strategic location and strong halal infrastructure make it an ideal launchpad for neighbouring markets where demand for certified products is rising.

"Malaysia is a halal hub. Success here signals readiness for markets like Indonesia, Brunei, and beyond," said Parvez Hira, head of sales at Piaclae Foods.

Local entrepreneurs are also finding Bangladeshi foods good for business. One such entrepreneur is Sharon, who manages four outlets in Kuala Lumpur and its outskirts that sell a wide range of Bangladeshi food and beverage products.

"In the beginning, customers were sceptical. They thought, 'Bangladesh is a low-income country, how good can their food be?' But after trying the products, their mindset changed. The quality is there, and the prices are better than many European brands," she said.

Changing consumer perceptions and growing awareness of food safety and halal standards have boosted the popularity of Bangladeshi foods in Malaysia.

"Halal is not just about certification anymore," Bhuiyan said. "It's about trust, consistency, and innovation."