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Pensonic Sees Exports Boost
Aug 12, 2005
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Home appliance manufacturer Pensonic Holdings Bhd expects exports to contribute between 15 percent and 20 percent of revenue compared with the current 13 percent, with the company's expansion to new markets, said managing director Dixon Chew.

"Most of our exports are to Asian countries. One of the biggest rises in demand for our products is seen in Thailand," Mr. Chew said. He added that the group would penetrate the Indian market this year.

"We currently export to Thailand, Vietnam, Myanmar, Indonesia, Hong Kong, Sri Lanka, and the Middle East," Mr. Chew said after the signing of a memorandum of understanding (MoU) between its subsidiary, Pensonic (HK) Corp Ltd, and University of Hong Kong in Kuala Lumpur. The MoU involves the execution of a R&D project named "The Study of Carbon Fibres and their Applications in Domestic Electrical Appliances."

"This MoU provides a broad administrative reference and guideline to both parties in carrying out their respective individual and joint responsibilities and duties under the research and development project," Mr. Chew said. "We hope this project will produce innovative applications of carbon fibers and carbon fiber-based material in the realm of domestic appliances and beyond."

The experience from this project would encourage Pensonic to seek similar cooperative relationships with other universities and institutes, both overseas and in Malaysia, he added. The company, set up in 1965 to provide Malaysians with a cheaper alternative to Japan-made products, now commands an estimated 25 percent of the domestic market for small electrical appliances.

Its three main brands are Pensonic for the mass market, Princess for the middle and middle-premium market, and Lebensstil for the premium market. The company distributes its products nationwide through more than 800 outlets, including discount hypermarkets, chain stores, wholesalers, and electrical product retailers. It has 10 customer service centers in Malaysia. (The Star)

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