Pran Targets $2 Million in Orders at MIHAS 2025

Bangladesh’s leading food processor and exporter, Pran, is aiming to secure up to $2 million in orders from international buyers at the ongoing Malaysia International Halal Showcase (MIHAS) 2025 in Kuala Lumpur.

Representing Bangladesh as the sole participant, Pran has previously earned $0.5–1 million in spot orders at the expo, according to company officials. This year, the company seeks to expand its footprint in the $3 billion global halal market, exploring opportunities in Asean, South Asia, and Europe.

Organised by the Malaysia External Trade Development Corporation (Matrade), MIHAS 2025 hosts over 2,400 exhibitors from 80 countries between September 17–20. The event showcases halal-certified foods, beverages, pharmaceuticals, lifestyle products, cosmetics, and Muslim-friendly tourism services.

Salim Bhuiyan, managing director of Piaclae Foods, Pran’s exclusive Malaysian distributor, described MIHAS as a “strategic gateway to tap into the expanding global halal economy.” He recalled the early challenges of introducing Bangladeshi brands to Malaysia, including paying RM 5,000 for supermarket shelf space, but noted that consumer acceptance has grown steadily.

At this year’s expo, Pran is presenting a range of products including ready-to-cook meals, juices, noodles, biscuits, and spices, all certified halal by Malaysia’s Department of Islamic Development (JAKIM).

Since its launch in 2004, MIHAS has become a premier global platform for halal businesses, attracting buyers aiming to serve a Muslim consumer base of over 2 billion. Over the past 14 years, Pran, through Piaclae Foods, has expanded distribution beyond urban centres to rural areas in Malaysia, gradually establishing a trusted brand presence.

“Pran products now act as an ambassador for Bangladeshi quality,” Bhuiyan said. “We compete with both local and international brands and succeed thanks to our combination of price and quality.”

Although Pran exports to 148 countries worldwide, Malaysia remains a key market. During the 2024–25 fiscal year, Pran earned approximately Tk 750 crore from food and beverage exports to Malaysia alone.

The company views Malaysia as a strategic launchpad for neighbouring markets such as Indonesia and Brunei, where demand for certified halal products is growing. Parvez Hira, head of sales at Piaclae Foods, emphasized that success in Malaysia signals readiness for regional expansion.

Local entrepreneurs are also benefiting from the rising popularity of Bangladeshi foods. Sharon, who runs four outlets in Kuala Lumpur and its suburbs, said customer perceptions have changed over time. “Initially, many were sceptical about Bangladeshi products. Now, they appreciate the quality and competitive pricing compared to European brands,” she noted.

Bhuiyan added that in today’s market, halal certification alone is not enough. “Consumers value trust, consistency, and innovation, not just the logo on the packaging,” he said.