RM20 Million For TH Rebranding? Shocking, Says Former Staff

BusinessToday

8 hours ago

Letter to editor: I write not merely as an observer, but as a former employee of Lembaga Tabung Haji (TH), having served the institution for years and witnessed its rise as a globally respected symbol of Islamic fund management and faith. The name 'Tabung Haji' carries weight — synonymous with the sacred pilgrimage, with discipline in Islamic finance, with trust, and with blessings.
So imagine my shock reading about the debate in Parliament on a potential spending of up to RM20 million on a 'rebranding exercise.' One cannot help but ask: is the TH brand so obscure, so forgotten, that Malaysians — or the Muslim world — no longer recognise it? Will a new logo or 'brand' miraculously bring pilgrims closer to the Kaabah? Or will it merely distance depositors from the very essence of their ibadah?
As a former staff member, as a depositor, and as a Muslim, I fail to see the logic. This is happening when depositors await higher 'Hibah', subsidies remain limited, and TH itself is still regaining footing after years of political interference. Despite those challenges, TH's name endures with global respect. So why the obsession with a superficial facelift when what TH truly needs is an internal rebranding — strengthening integrity, building staff and depositor confidence, and recommitting to its sacred mission?
But what truly stings is this: the rebranding job has been awarded to three companies — yes, not one, not two, but three — and every single one is owned and led by non-Muslims. Out of the hundreds of capable Bumiputera and Muslim-led and owned agencies in Malaysia, not a single one has been deemed 'worthy' by TH?
I recall the era of Tan Sri Ismee Ismail's leadership, when TH worked with a Bumiputera and Muslim-owned communications agency of proven credibility. I had the privilege of working with them. They helped navigate crises, preserve TH's reputation, and their work even won industry awards for TH, three years in a row. Yet today, such homegrown expertise is dismissed in favour of outsiders with little understanding of Islamic values or the spiritual sensitivities underpinning this institution. Why?
Yes, professionalism can come from anywhere. But let's be honest: this is not just a technical project. It is about identity, amanah, and faith. And the decision to entrust it to non-Muslim agencies sends a painful message: that TH trusts outsiders more to 'market' Islam than it does its own ummah.
As a former staff member, I am both saddened and embarrassed. As a depositor, I am compelled to ask: how was this selection made? Was it transparent? Why were proven Muslim agencies overlooked? And above all — why should RM20 million be squandered on 'rebranding' an institution already recognised and respected across the globe?
The only 'rebranding' TH truly needs is internal: rebuild governance, restore depositor trust, and recommit to the sacred duty of helping Muslims fulfil the fifth pillar of Islam. A logo or 'brand' change will not bring us closer to Allah SWT. Integrity, honesty, and sound management will.
TH must explain itself — openly, transparently — to depositors and to the ummah. Why was this project approved? Why were Muslim agencies with proven capabilities ignored? Why the obsession with changing appearances when it is the soul of the institution that needs strengthening? If TH wishes to remain relevant and trusted, it must immediately halt this project and restart the process — fairly, transparently, and with rightful consideration for capable Muslim-led firms.
And finally, let me pose the conscience test to TH's management: would any other faith-based institution in the world do what you have done? Has the Vatican ever hired a Muslim firm to redesign its identity? Has a Hindu temple in India or a Buddhist centre in Thailand ever entrusted such sacred representation to outsiders of another faith? Of course not — because they understand that identity, symbols, and communication tied to religion are sacred trusts, not corporate experiments.
So I ask: where is your sense of duty? Where is your fidelity to Islam, to Muslims, and to the millions of depositors who entrust not only their savings, but their prayers, confidence, and hopes to TH? If the management cannot uphold this principle, what then remains to defend the dignity of this institution?
-FORMER TH STAFF-