DESSINI has rapidly emerged as one of Malaysia’s most recognisable home and kitchen appliance brands. The company is driven by a clear goal — to democratise quality by offering products that match the performance and reliability of global names, but at prices within reach of everyday Malaysians.
In 2025, the company achieved its best performance to date, selling 1.9 million units across 2,030 product variants — a record-breaking feat that cemented its position in the local market.
Its parent company, Chiwawa Asia, is Malaysia’s leading one-stop e-commerce platform and a key online trading and distribution hub. It serves a wide ecosystem ranging from end-users and private enterprises to factories and government agencies. Both Chiwawa and Dessini were recently recognised in the Asean Records 2025 for their outstanding performance.
Q. Congratulations on achieving the Asean Record for the highest number of cookware units sold in a year. What key strategies contributed to this remarkable milestone?
A: This milestone is the result of teamwork and strong consumer trust. Guided by a customer-first approach, we continuously study consumer habits to develop high-quality, affordable cookware tailored to Malaysian lifestyles. Our success is reinforced by a robust omnichannel presence — from in-store retail to online platforms such as Shopee and TikTok Shop — ensuring easy access for all customers. We also adopt a collaborative marketing strategy, partnering with local creators and participating in marketplace campaigns to reach a wider audience in authentic, relatable ways. Throughout, we have remained committed to our core promise: delivering value without compromising quality or affordability.
Q: Selling over 1.9 million units, including 327,000 sets across 2,030 variants, is a massive undertaking. How does Dessini maintain consistent quality?
A: Managing such a diverse portfolio requires a highly structured quality management system. Our team of more than 30 product developers and quality assurance specialists ensures that every product undergoes rigorous testing and inspection before release.
We also standardise production across partner factories and work only with certified, long-term suppliers. Every product bearing the Dessini name must meet the same standards — durable, safe, and stylish.
Q: What has driven Dessini’s popularity in Malaysia, and how has local consumer behaviour shaped your product and marketing strategies?
A: Our success lies in understanding that Malaysian consumers value practicality, durability and affordability. Local culinary traditions — from cooking rendang to stir-frying and steaming — demand cookware that performs across various cooking styles.
As such, our designs prioritise advanced non-stick coatings, ergonomic handles and contemporary aesthetics suited for modern Malaysian kitchens. On the marketing front, we emphasise authentic engagement through livestreams, collaborations with creators and community events that bring the brand closer to consumers.
Q: Which product stands out as your most popular or innovative item?
A: Our best-seller remains the Dessini 12-piece Premium Non-Stick Cookware Set. It combines quality, practicality and affordability — the three attributes most valued by Malaysian households. The set features durable non-stick coating, even heat distribution and a variety of pan sizes for everyday cooking. Customers appreciate that it is easy to clean, long-lasting and delivers the performance of premium cookware at an accessible price point.
Q: How does Dessini decide which new products to introduce?
A: Each product begins with consumer insights. We monitor sales data, feedback and culinary trends to identify genuine needs. Our R&D team then develops prototypes that balance performance, design and affordability. Before mass production, we pilot new products in selected outlets and online platforms to ensure they deliver real value to consumers.
Q: What role have e-commerce platforms and retail partnerships played in your success?
A: E-commerce has been transformative. Platforms such as Shopee, TikTok Shop and Lazada enable us to reach millions of customers directly. These partnerships provide access to valuable data insights, marketing tools and live commerce opportunities that traditional retail cannot match. At the same time, we continue to strengthen our offline presence through hypermarket collaborations and nationwide roadshows, creating a seamless online-to-offline experience for customers.
Q: How is Dessini addressing sustainability in its materials and production processes?
A: Sustainability is integral to our operations. We are transitioning to eco-friendly materials and energy-efficient production processes. All our cookware now uses PFOA-free non-stick coatings, and our packaging has shifted from single-use plastics to recyclable carton boxes. These measures reflect our commitment to reducing our environmental footprint.
Q: What emerging trends do you see shaping Dessini and Chiwawa’s growth in the next few years?
A: While markets like China and Indonesia boast highly mature e-commerce ecosystems, Malaysia’s sector is still evolving. We view this as a significant opportunity. The potential for expansion is immense, and we believe Malaysia will soon experience similar growth surges seen in neighbouring countries. Over the next three to five years, the local e-commerce landscape will evolve rapidly, creating transformative opportunities for players like us.
Q: What’s next for Dessini and Chiwawa in Malaysia and the region?
A: We are strengthening our domestic presence through expanded offline retail and deeper partnerships with content creators and affiliates. Regionally, we are exploring collaborations across Asean markets. Our product roadmap extends beyond cookware to include small home appliances, smart kitchen tools and premium drinkware. Ultimately, our vision is clear — to establish Dessini as Malaysia’s most trusted kitchenware brand and a regional leader in Southeast Asia.
We want the phrase “Buatan Malaysia” to stand for world-class quality. Our standards remain uncompromising — there is no room for complacency or stagnation in earning consumer trust.
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