Murtabak Man

November 29, 2011 at 12:00 pm

The murtabak is popular among Malaysians, but many foreigners miss out on this yummy treat because many eateries promote naan and tandoori chicken over it. It has been called “Indian Pizza” although it does not have cheese nor tomato sauce. It is basically a plain roti canai, a pan-fried bread with an omelette-like stuffing with eggs and onions with chicken, beef or mutton.

Here is an article by Bernama about a man who has ventured into the business of promoting murtabak – frozen murtabak, that is. We would like to share this article with you and hope that you would try one more of Malaysia’s special offerings.

Murtabak, anyone?

Read the full article:
People from Kelantan and Terengganu know Murtabak Raja, which is considered a special dish in these two East Coast states.

Murtabak, also known as martabak, is a stuffed pancake or pan-fried bread commonly found in several nations in West Asian and Southeast Asian nations such as Singapore, Malaysia, and Brunei Darussalam.

The name comes from the word mutabbaq in Arabic, which means “folded.”

There are several versions of murtabak, including those stuffed with meat (chicken, beef or mutton) and vegetables.

In past years, more and more people from the East Coast states have migrated to major towns on the West Coast. Hence, their taste buds have limited opportunities to savour this delicacy except when they return home during the festive seasons.

FROZEN MURTABAK

Aware of the demand for murtabak, 29-year-old Mohd Wahyu Affandy Zainuddin initially established MWA Enterprises to act as a distributor for a frozen version of the food.

Now, the company has moved another step forward by making and distributing murtabak, and establishing its own franchise network.

At the recent Malaysian halal food festival, or “Fiesta Halal Malaysia (Halfest)”, at the Putra World Trade Centre (PWTC) here, Mohd Wahyu shared his experiences in the murtabak business.

‘LOVE AT FIRST SIGHT’

It all began at the tail-end of 2008. At that time, Mohd Wahyu was operating a grocery shop and did not have any association with the murtabak business.

Mohd Wahyu, who has a degree in Sports Management, said he started his grocery store with RM350,000 assistance from MARA.

“At first, murtabak did not appeal to me but after tasting Murtabak Raja, I found myself liking the food,” he told Bernama.

The rest is history.

He began to act as a distributor for frozen murtabak.

BUSINESS VENTURE

Mohd Wahyu said it was difficult for him to decide whether to have a salaried job or undertake a business venture.

In 2007, he was offered to join the MARA-OUM Retail Executive Programme course. At the same time, he was offered a post with the Terengganu Sports Council (MSNT), and employment with a local oil and gas firm.

“My fiancee (at that time) encouraged me to take the course despite its year-long duration. That meant that I had to decline the MNST offer and quit my job,” he said.

Mohd Wahyu never regretted making the decision. Now, his company’s daily intake is between RM3,000 and RM4,000.

OUTSTANDING 2010

After two years acting as a distributor for Murtabak Raja, Mohd Wahyu found that murtabak has its own niche market, with great potential to be developed further.

The year 2010 was an outstanding year for Mohd Wahyu, as his firm, MWA Enterprise, made inroads into the industry. Its murtabak was supplied to Malaysian Haj pilgrims managed by Tabung Haji, the national haj pilgrimage-management body.

MWA Enterprises’ murtabak was also named the winner in the frozen murtabak category at the Malaysian Agriculture, Horticulture and Agrotourism International Show (MAHA) 2010.

The same year, MWA Enterprise’s Murtabak Raja became part of the menu onboard Malaysia Airlines (MAS) flights, in cooperation with LSG Sky Chefs – Brahims Sdn. Bhd.

This March, the product drew the attention of Terengganu Entrepreneurs Foundation, which included it in the Dubai Trade Exhibition.

NO LOOKING BACK

Mohd Wahyu has not looked back since.

He decided to set up his own mill for making Murtabak Raja.

The mill, which began operations in March, is located in Chendering, Kuala Terengganu, with a workforce of 30. Its production capacity is 10,000 pieces of murtabak a day.

“I emphasize halal and hygienic issues. All workers at the mill are Muslim,” said Mohd Wahyu, who spent RM100,000 on R&D to ensure that his product meets quality standards and market needs.

He plans to set up another murtabak production mill, this time in Marang, Terengganu and the new mill is expected to produce 45,000 pieces of murtabak a day.

FRANCHISE

As demand for his murtabak has increased, Mohd Wahyu has initiated a franchise network named “Murtabak Raja WM”.

“Initially I wanted to focus on the frozen murtabak segment but the demand has been overwhelming,” he said.

Within six months, more than 19 kiosks of the franchise took shape in major towns in Terengganu, as well as in Pahang, Selangor, Negeri Sembilan and Johor. The kiosks are also available in major hypermarket chains such as Mydin and Giant.

CONCEPT

Recently Mohd Wahyu introduced the “leave, place and harvest” concept for the murtabak franchise, in which a franchisee can earn between RM800 and RM1,500 a month, based on the sale of 50 to 100 pieces of murtabak a day – all on a capital investment only RM2,000.

“The franchisee can leave the murtabak on display shelves of participating shops and shoppers can pick them up and make payment to the shop. The returns can later be obtained from the shopowner.

“The concept is similar to that where a kuih maker leaves his kuih at shops and restaurants, returning to collect the proceeds at the end of the day,” he said.

Mohd Wahyu said the concept utilises minimum space, but that electric warmers are needed for the murtabak.

Mohd Wahyu welcomes enquiries at 09-61799299 or 016-9809299 or www.wahyuaffandy@yahoo.com . Additional information can be obtained at www.facebook.com/MurtabakRajaWM.

Source: Bernama

Photo (c) eightysixx