Bumbu Babah

Own a Stake in One of Malaysia's Fastest-Growing F&B Brands.

Babah Ventures Sdn Bhd ("BBV") is the company behind Bumbu Babah, a Nasi Padang-inspired, mass-market Malaysian F&B brand founded by celebrity Ajak Shiro. BBV is currently 100% Bumiputera and Muslim-owned. Since opening its first outlet in November 2024, the brand has grown to more than 50 profitable outlets across Peninsular Malaysia in roughly 18 months, supported by a centralised production system, SOP-driven operations and a celebrity-led social media engine.

In 2025, its first full year, the group recorded more than RM25 million in revenue and RM3.2 million in profit after tax (PAT); total system revenue across all outlets (including licensed) reached RM50 million, with estimated system PAT of RM6 million. These figures reflect the strong market acceptance the brand has achieved in a very short time. Building on this momentum, the group is targeting RM72 million in revenue and RM7 million in PAT for FY2026, with total system revenue across all outlets (including licensed) projected to reach RM102 million.

BBV is raising funds through this Equity Crowdfunding (ECF) campaign on pitchIN to accelerate its next phase of growth - opening corporate-owned outlets in malls, acquiring top-performing licensed outlets, rolling out new brand concepts, and enhancing technology and working capital - as it builds toward a targeted listing (IPO) on Bursa Malaysia in 2028.
 

Since the COVID-19 pandemic, value has become the primary focus for most consumers - in Malaysia and worldwide, spending has shifted decisively towards value and affordability.

Nasi Padang is one of the region’s most beloved cuisines, and arguably Indonesia’s most famous cuisine, yet in Malaysia it has never achieved true mainstream or branded scale (like Ayam Gepuk & Ayam Penyet). The segment remains fragmented across independent stalls with inconsistent quality, and the food is widely perceived as expensive. There is no dominant, consistent, nationally branded Nasi Padang chain serving the everyday mass market in Malaysia.

Bumbu Babah was built to close this gap by making authentic Nasi Padang affordable, consistent and accessible - and the brand’s rapid traction shows just how large this underserved opportunity is.
 

Bumbu Babah makes authentic Nasi Padang affordable, consistent and widely accessible. By positioning outlets in strategic, high-traffic locations, the brand makes it convenient for customers to enjoy authentic Nasi Padang anytime and anywhere.

The menu also offers far greater variety than single-dish concepts such as ayam gepuk or ayam penyet, giving customers more reasons to return.

Affordable pricing drives high daily traffic and repeat visits, while founder Ajak Shiro’s large social media following (2.8M Instagram / 0.4M TikTok) acts as a near zero-cost marketing engine - generating millions of organic weekly views and driving footfall that other new brands would need millions in advertising spend to match.
 

Our core product is affordable, flavourful Nasi Padang and other everyday Malaysian meals ("Nasi Padang Dan Lain Lain"), served in compact 60-80 seat outlets in hypermarket malls, high-traffic commercial areas (shoplots) and malls.

Key features include centrally produced, standardised sauces and recipes for consistent taste across every outlet; halal-certified central production; and the Bumbu Babah App for ordering, takeaway, reservation, delivery, loyalty and CRM. This everyday-meal positioning - rather than novelty, dessert or fine dining - drives high repeat visits and long-term customer habits.

The group is also developing additional emerging brands to capture more dining occasions: KRU Cafe (a fine-casual dining concept with the legendary KRU band), Bumbu Babah Warisan and Gerai-Gerai food halls.
 

The first outlet opened in November 2024; the brand grew to more than 50 profitable outlets across Peninsular Malaysia in its first 18 months. The first food-court stall located at Giant Batu Caves achieved over RM200,000 in monthly sales in the first few months.

Over 3 million Nasi Padang servings were sold in Year 1. Bumbu Babah holds a Malaysia Book of Records for the highest number of Nasi Padang dishes sold in a single day (23,674 plates), and was named Malaysia Restaurant of the Year by ASEAN Food & Travel Magazine 2026.

The Bumbu Babah App currently has over more than 300,000 registered members nationwide. Google ratings for all the outlets are consistently at 4.5 stars, proving that it is not just hype but often lauded by consumers.

Our target audience is the Malaysian mass market - families, office workers (from blue to white-collar) and students seeking affordable everyday meals. Outlets attract all ages and backgrounds, with strong weekday and weekend traffic and high table turnover.

This everyday-meal positioning supports growth because it generates consistent, predictable daily demand and repeat visits rather than one-off occasion dining, underpinning stable, long-term revenue.

Customer acquisition is driven by Ajak Shiro’s organic social media reach and viral content (frequently 100,000+ to millions of views per post), independent influencers and public coverage, strong Google reviews, and the Bumbu Babah App - which enables loyalty programs, personalised promotions, location-based notifications for new outlets, and data-driven targeting at far lower cost than traditional advertising. Future brands (KRU Cafe and Gerai-Gerai) broaden the customer base across more dining occasions and age groups.
 

BBV operates a multi-layered revenue model: 

(1) corporate-owned outlets generating direct retail revenue; 

(2) management, licensing and operational fees from BBV-managed licensed outlets; 

(3) central production and supply, generating recurring supply-chain revenue; 

(4) turnkey development, providing end-to-end outlet setup for partners; and 

(5) a multi-brand ecosystem (KRU Cafe and Gerai-Gerai).

Bumbu Babah operates in Malaysia's mass-market food & beverage sector, specifically the affordable, everyday Nasi Padang segment.

The brand already has strong coverage across Peninsular Malaysia, while East Malaysia remains completely untapped - a key growth market in the coming years. Looking beyond Malaysia, Bumbu Babah also plans to enter the Middle East, a natural fit given the brand's halal, Muslim-owned positioning and the strong appetite for Malaysian-style cuisine across the Gulf.

For the other brands, KRU Cafe will open first in Malaysia, with potential to expand into Singapore and Brunei.
This regional and international expansion is a core reason for the planned 2028 IPO, which is intended to raise proceeds to fund growth beyond Malaysia.

Bumbu Babah is the clear market leader among dedicated Nasi Padang chains in Malaysia - its closest competitor operates only around five outlets. Nasi Padang is more complex to prepare than single-dish concepts such as ayam penyet or ayam gepuk, which creates a higher barrier to entry, so we do not expect the same crowded competition seen in those categories.

Notably, at around 60 outlets and still rapidly growing, Bumbu Babah is already believed to be one of the largest dedicated Nasi Padang restaurant brands in the region - second only to Indonesia’s long-established Sederhana chain, which operates well over 100 outlets across Indonesia, Singapore and Malaysia.
 

To build Babah Ventures into a leading homegrown, Bumiputera-led, multi-brand Malaysian F&B group with national scale and regional reach.

The bigger plan is to grow a diversified multi-brand platform (Bumbu Babah, KRU Cafe and Gerai-Gerai), evolving to more than simply a restaurant operator but also to include a scalable, tech-enabled food production and distribution platform, expanding into Brunei, Singapore and the wider ASEAN region, and pursue a public listing (IPO) on Bursa Malaysia targeted for 2028 - turning customers into shareholders, and shareholders into long-term brand advocates.
 

Ajak Shiro - Founder & Marketing Director. Nationality: Malaysian. Profession: media personality, entertainer and entrepreneur. Over 10 years in Malaysia’s broadcasting and entertainment industry as a comedian, actor and radio personality, with a large social media following (2.8M Instagram / 0.4M TikTok). Specialises in mass-market engagement, audience building and multi-platform content strategy, and provides the brand’s organic marketing engine.

Suhazlee Bin Othman - Founder & Executive Director. Nationality: Malaysian. Qualification: BSc Food Service Management, Universiti Teknologi MARA (UiTM). Over 20 years in F&B with strong operational and brand-management expertise; previously held senior operational roles and was involved in operating and managing established F&B brands such as Johnny Rockets, The Coffee Bean & Tea Leaf, Haagen-Dazs, Quiznos, etc.

Shafiq Sharif - Executive Director. Background in Hospitality Management with cross-industry experience across academia, media and F&B marketing; former Head of Department with prior media experience at Hot FM and Fly FM. Combines branding strategy, project management and operational scaling.

The founders are supported by a dedicated management team, including Michelle Koh (Operations Director), TJ Tan (General Manager), Ahmad Tarmizi (Finance Manager), Eujinn Chan (Corporate Finance), Baihaqie Jaya (Operations Manager), Shahidah Md Tap (Purchasing), Muhammad Syahmi (Production), Nur Arina (HR), Fakhrul Azim (Marketing), Shafiq Abu (Content), Muhammad Syafiq (Recruitment), Mohd Nizam (Food Safety), Nawal Khalil (Halal), and Ain Syazwani & Wan Firdaus (Training).
 

Note: Final number of shares issued may vary after adjustments for oversubscriptions, investment incentives and private placement.

1. pitchIN and its officers and staff may also be investing in this campaign
2. Under ECF Guidelines, valuation is determined and set by the Issuer. Investors are advised to carefully peruse all investment offers and documents before making investment decisions.