Corporate support grows for Madani workers' card, I-Berhad among early adopters
KUALA LUMPUR: Support for the Madani workers' card initiative—announced by Prime Minister Datuk Seri Anwar Ibrahim during the Labour Day celebrations—is gaining momentum as more companies come on board to recognise and reward Malaysia's workforce.
One of the early corporate adopters is I-Berhad, the master developer behind the 72-acre i-City development in Shah Alam, Selangor.
Chairman Tan Sri Lim Kim Hong said the Madani workers' card initiative comes at a timely moment, as Malaysians continue to grapple with a rising cost of living.
According to the Consumer Price Index (CPI), living expenses have been on an upward trend—driven by both global economic uncertainties and domestic policy challenges.
The Department of Statistics Malaysia (DOSM) has identified key contributors to the inflationary pressure this year, including higher prices in food and beverages, accommodation services, personal care, education and insurance and financial services.
Economists point to a mix of external shocks and internal structural issues as the root causes behind the persistent rise in household expenses.
"Rising living costs have severely impacted low-income households, leaving them with little to no disposable income and, in some cases, struggling to make ends meet," Lim said.
Lim confirmed that the company is extending exclusive privileges across its key leisure and hospitality assets. These benefits, offered via the i-City SuperApp, include attractions such as SnoWalk and WynSnow, as well as its trio of hotels—DoubleTree by Hilton, Wyndham Garden, and Wyndham Suites.
"At I-Berhad, we view the Madani Workers' Card not only as a national recognition of our workforce but also as a tangible effort to address one of Malaysia's most pressing socioeconomic challenges—income disparity," Lim told Business Times.
"We strongly believe that all Malaysians, particularly those from the lower- and middle-income groups, should have access to quality leisure and hospitality experiences. While structural reforms take time, this initiative provides immediate relief—and we are proud to support it."
He added that the Madani Workers' Card directly supports I-Berhad's mission of community upliftment and is expected to strengthen the company's resonance with local families and working adults.
The Madani workers' card, introduced by the federal government and led by the Human Resources Ministry, provides unionised workers with discounts on a wide range of goods and services. Participating brands include Aeon, Mydin, Jakel, Marrybrown, Genting, OldTown White Coffee, Zus Coffee, Socar and Bateriku.
Highlighting the broader vision of the programme, Ministry Secretary General Datuk Azman Mohd Yusof said at the launch, "More than just a discount card, this initiative is about recognising the contribution of Malaysian workers to nation-building and improving their access to lifestyle, health, and family well-being," he said.
With over one million workers expected to benefit from the scheme, the partnership could boost weekday visitation, off-peak hotel occupancy, and overall domestic tourism—contributing to more stable, recurring income, a strategic focus for the group.
The government's efforts appear to dovetail with I-Berhad's ongoing business transformation.
Once a traditional property developer, the group has been actively pivoting toward an asset-led model anchored in sustainable recurring revenue.
This includes tighter integration between its i-City SuperApp, physical infrastructure, and tourism-centric offerings.
Currently, over 6,500 people work within the i-City ecosystem, including staff across I-Berhad's theme parks, shopping mall, and hotel operations, as well as employees based in major commercial offices such as Mercu Maybank and tenants within Central i-City Mall.
Lim said this diverse and growing workforce forms a vital part of the local economy and reinforces i-City's role as a key employment and lifestyle hub in Shah Alam.
According to a portfolio manager at a Kuala Lumpur-based investment firm, who requested anonymity, "With strong fundamentals and a national initiative now feeding into its core operations, I-Berhad could see incremental upside in its second quarter earnings, especially if footfall and booking trends hold."
In the fiscal year 2024, the company's leisure and hospitality segment posted a 132 per cent increase in profit before tax, while its property division saw profits surge over 500 per cent, backed by strong sales at BeCentral Tower 1 and unbilled sales of RM95.2 million.
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