Cradling Two Worlds: Tanamera

Abstract

Tanamera is a brand that cradles two worlds in producing and marketing a range of personal care products for the natural premium personal care segment as well as the Halal consumer segment. It is a family-owned brand, founded by three siblings in 1995, and produces and markets a range of natural and eco-friendly traditional Malay wellness products including tropical spa treatments and personal care products for the premium segment. As part of their efforts to establish and grow their brand initially, the entrepreneurs had to market their products internationally especially in Europe because of the low acceptance of natural products as well as low appreciation for homegrown brands in the Malaysian market. In recent years, however, the tides have changed, and natural products are widely accepted as consumers are concerned about the safety of the products as well as its effects on the environment and their surroundings. At the same time, globally there has been a greater demand for Halal products including personal care products. In view of the current market scenario of rising consumer demand for Halal products and the rising number of competitors in the Halal product category and the natural personal care market, from both ethnic and regional brands and global brands, Tanamera has to decide whether to continue to cradle the two worlds in terms of appealing to both the Halal and the premium natural personal care segments.