There is no secret sauce to success as far as Dr Ambiga Paramasalam, Executive Director of APS Manja Sdn Bhd is concerned. Instead, she believes that consistency and the quality commitment invested into the company’s range of sauces are what makes it a Brand Legend.

Specialising in sauce and chili paste manufacturing in Malaysia, the company caters to a diverse clientele ranging from upscale hotels to local businesses. Identifying its unique selling proposition as being a halal-certified manufacturer, she shares that the extensive range of products under the brand PUTERI underlines the company’s steadfast commitment to quality and inclusivity.

Having amassed a string of awards and accolades is nothing new to this savvy lass. However, she admits that winning the Brand Legend Awards came as a huge surprise to her as she represents the second generation in this business pioneered by her father way back in 1979. And usually, she reasoned, the first generation of leaders would be the ones who are recognised. Brimming over with gratitude, she is thrilled that her efforts have been taken into consideration and recognised.

Having said that, she credits the award recognition to the company’s entire management in the past 45 years adhering to the ongoing quest for excellence.

“We are incredibly honoured and humbled to receive Branding Association of Malaysia’s Brand Legend Awards. This recognition validates the hard work, dedication and innovation that our team have put in over the years. It gives us a renewed sense of pride and motivates us to continue delivering excellence,” she said.

And, from a business perspective, this award can only serve to enhance the company credibility while strengthening its brand reputation and reinforcing the trust its clients and partners have with the brand besides being a platform to expand its reach while presenting new opportunities.

Relating how her father, working with her grandfather at their very own grocer, felt the need to do something more enterprising and hence, ventured into the chilli sambal-based sauce market initially dominated by the Chinese. The father’s astute vision which saw the opportunity for a halal-based sambal for the Malay community took off from there and since then, he has never looked back.

Recognising the value of the Brand Legend Awards in not only boosting APS Manja’s credibility in the industry but also enhancing its brand image as a trusted and innovative leader, this prestigious recognition she believes, will set the company apart from its competitors even as it solidifies its position as a brand of excellence. “The awards will help to create more visibility, attract potential clients and open doors to new business opportunities while reinforcing the trust we have built with our existing clients,” she said.

“First and foremost, we would like to express our deepest gratitude to our clients for their unwavering trust and support. Without them, this achievement would not have been possible. We also extend our heartfelt thanks to our employees who have consistently demonstrated commitment and passion in everything they do. Their dedication is the backbone of our success. Finally, we are grateful to our partners and stakeholders who have been instrumental in helping us reach new heights,” she said.

Testifying that her vision is to be a leader in the sauces and condiments industry while delivering healthier and innovative solution that make a positive impact on our clients, the world looks set to be its oyster.

“Our mission has always been to provide exceptional quality, build lasting relationships and inspire continuous growth. The core values that guide us are integrity, innovation, collaboration, and customer-centricity. These principles have shaped our journey and continue to be the foundation of our success,” she asserted stressing the company’s mission to add value to the community.

Receiving this award she disclosed not only sets a new milestone for her journey but she expects it to propel the company forward with even greater momentum. “Our goal is to expand into new markets while continuing to innovate in our offerings and elevate the customer experience we provide.”

“We are committed to sustainable growth while maintaining the same level of quality and service that our clients have come to expect from us. We view this as an opportunity to not only build on our past successes but to also challenge ourselves to achieve even more ambitious goals in the future,” she concluded.

A lasting business to her requires commitment and continuous learning. For her, applying the kaizen concept of improvising on everything they are doing continuously will yield a harvest of success.

Touching upon the cross-generation work styles, with her being 42 and her father with a 30-year age gap at 72, she said she initiated the digitalisation process in order to expand the business even before the pandemic. In hindsight, even the COVID-19 pandemic brought good tidings to the brand as the company was deemed as dealing with essential end-user products. Nevertheless, she views challenges as opportunity to grow.

In parting, she shared simply that keeping close to the brand’s mission statement to be a leader in the food manufacturing – and especially the condiment section for the halal market is key.

“It’s always about excellence,” she said.