Tabung Haji Rejects Claim Of RM20 Million Spent On Rebranding
In a statement, TH clarified that the actual cost for the brand rejuvenation process was RM2 million per year over a three-year period.
'Efforts to strengthen the brand have been carried out several times as an important investment to change mindsets and attract Muslims to save systematically in order to meet the requirements for performing the haj,' it said.
TH said the rebranding process also involved market surveys and engagement with depositors to better understand their needs while taking into account demographic shifts within the Muslim community in Malaysia.
'The claim that TH need not strengthen its well-known brand after 60 years of operation is also inaccurate,' according to the statement.
To date, TH has 9.6 million depositors, representing about half of the country's Muslim population.
According to TH, more than 53 per cent of depositors had savings of less than RM1,300, far below the estimated RM15,000 required for a pilgrim from the B40 group to perform the haj in 2025.
'Over 80 per cent of depositors' financial transactions are carried out online. Therefore, TH plans to launch a campaign to encourage Muslims to save early, consistently and systematically to build sufficient savings, while ensuring stable investments for the institution's sustainability,' the statement said.
TH also said its Board of Directors had decided to review the agency's strategy to remain competitive, provide better services and attract more young Muslims as depositors.
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