WAWASANITA Targets RM15 Mln In Bilateral Trade With 15 Countries
By Nurunnasihah Ahmad Rashid
KUALA LUMPUR, Oct 15 (Bernama) -- Persatuan Usahawan Wawasan Wanita Malaysia (WAWASANITA) has targeted RM15 million in bilateral trade with 15 countries within six months as it moves to translate diplomatic engagement into cross-border business opportunities for its members.
Its president, Datin Dr Norli @ Norlaili Alias said the association aims to generate RM1 million in bilateral trade with each country represented at its Ambassador Roundtable 2026: The Sovereign Trade Dialogue, a high-level diplomatic platform connecting ambassadors, government representatives, industry leaders and women entrepreneurs to strengthen international trade and investment cooperation.
The dialogue introduces WAWASANITA and its businesses and lays the groundwork for subsequent trade activities, she said.
Among the 15 ambassadors and representatives are those from Maldives, Jordan, Tajikistan, Romania, Sudan and South Africa, she told Bernama in an exclusive interview on the sidelines of the “WAWASANITA 30 Years – Legacy Beyond Borders” event held here today in conjunction with the association’s 30th anniversary celebration.
Norli said the initial priority is to familiarise members with the participating countries’ regulations and policies, supported by closer engagement with their diplomatic representatives.
She said the Investment, Trade and Industry Ministry and the Malaysia External Trade Development Corporation had pledged to guide the association, while participating embassies had committed to supporting its members.
Pilot Group of 20
The initial effort involves a pilot group of 20 companies collectively offering 1,000 stock-keeping units, selected from 200 companies registered for WAWASANITA BizzPitchMatch 2026, Norli said.
The companies underwent four months of preparation covering entrepreneurial mindset, products, packaging, certification and documentation.
WAWASANITA BizzPitchMatch 2026 provides entrepreneurs with a platform to showcase their business ideas, products and growth plans to financial partners and industry experts, while outlining their funding needs and market potential.
The programme also offers constructive feedback, opportunities to explore financing and exports, and connections with potential collaborators to support sustainable business growth.
Norli said the preparation aims to equip the pilot group to pursue these opportunities.
“We have prepared the platform, trained and equipped entrepreneurs with proper documentation.
“The opportunities span WAWASANITA’s five business clusters — food and beverages (F&B), fashion and apparel, crafts and souvenirs, products and services, and spa and beauty.
“The F&B cluster includes ready-to-eat and ready-to-cook products, pastes and frozen food. The services segment encompasses professionals such as training consultants, insurance agents, architects, doctors and lawyers,” she added.
The pitching programme brings together representatives from financial institutions, investors, productivity bodies and retailers, offering participants access to financing expertise and potential distribution channels.
Drawing on her 30-year banking experience, Norli said the association takes a measured approach to business expansion, including ensuring that members’ products and samples are valued during trade missions.
ASEAN Halal Hub
Norli said WAWASANITA is also seeking partners across ASEAN to develop its ASEAN Halal Hub initiative, building on its existing Universal Halal Hub, where members’ food products have already been placed.
The initiative was launched today. The association is inviting representatives and associations from ASEAN countries to explore partnerships in their respective markets.
“We are trying to replicate it in other countries,” she said.
Separately, she said WAWASANITA’s newly launched Kerepek International initiative would involve cooperation with the Rural and Regional Development Ministry.
“The association will focus on production readiness alongside market development to ensure entrepreneurs can fulfil overseas demand.
“Successful export lies in having no production stress,” she said, adding that the association needs to complete the entrepreneurship ecosystem to support products entering international markets.
Norli said WAWASANITA remains open to opportunities across all 15 participating countries instead of limiting efforts to a particular market.
Illustrating how opportunities can emerge through international engagement, she said a visit to Pakistan in 2022 led her to import rock phosphate.
Meanwhile, Norli said WAWASANITA has accumulated records of 17,000 members over its 30-year history, of whom 9,700 remain active across 14 states.
“Some businesses have since been passed to members’ siblings, children and subsequent generations.
“To sustain the momentum, WAWASANITA plans to hold quarterly diplomatic dialogue from next year. Findings from the inaugural session will guide further action,” she said.
Earlier today, WAWASANITA honoured 25 recipients for their achievements and contributions in their respective fields, including Malaysian National News Agency (Bernama) chief executive officer Datin Paduka Nur-ul Afida Kamaludin, who received the WAWASANITA Icon of Media Leadership Award 2026.
The awards formed part of the association’s 30th anniversary celebration, marking three decades of supporting women’s leadership, entrepreneurship and community development.
Norli said the recognition accorded to Nur-ul Afida reflects Bernama’s role in disseminating clear, accurate and informative news, and expressed appreciation for the agency’s contribution.
Founded on Feb 13, 1996, WAWASANITA is a Malaysian non-governmental organisation dedicated to empowering women entrepreneurs and strengthening their participation in the national and global economy.
The association has supported entrepreneurs for over 30 years through business education, mentorship, networking, access to financing, trade missions and international market access.
-- BERNAMA