“I didn’t start with passion—I stepped in to help someone. But through this journey, I’ve learned what it really takes to lead a business: systems, self-awareness, and surrounding yourself with the right support.”

I used to run the business without structure before joining RichWorks Consulting Group. I knew how to sell but I didn’t know how to lead. My decisions were based on emotion, and my systems were minimal. In just my second year of running the business, I lost 15 staff at once—a clear sign that my leadership wasn’t working. Despite having a strong product, we were stuck without significant progress.

In 2021, I made the decision to join The Titan program under RCG’s SME business growth consulting platform. At first, the results weren’t immediate. I was still focused on surface-level execution. As I progressed through the program, I began to understand that what I truly lacked was clarity in structure, strong performance systems, and the mindset of a strategic founder—not merely a marketing-focused operator.

RCG helped us build a systematic approach to running the business, including clear responsibilities, performance tracking through KPIs, and structured communication routines.

I shifted from juggling everything to leading structured teams. More importantly, I learned to separate emotional leadership from performance-driven execution.

From 2021 to 2023, Desa Murni Batik achieved over 170% growth in total revenue. In the first year alone, we doubled our performance—followed by an additional 20%+ growth the next year. This shift from reactive management to strategic business building enabled us to scale across digital platforms, reach new markets, and increase customer retention—without compromising on our brand’s heritage or quality.

Running a legacy business isn’t about preserving the past—it’s about building systems for the future. With the right mentorship, growth is possible for any business. But that growth always begins with the leader.

Ahmad Akram Anwar
Founder & Managing Director, Desa Murni Batik
Fashion Industry

“Managing a long-standing brand isn’t just about preserving tradition—it’s about evolving with the market. We experienced strong sales for several years, but when the market changed, we struggled to adapt. Without the right business structure, our revenue declined, and we faced difficulties in maintaining momentum.”

At its peak, Noor Arfa recorded impressive sales, but sustaining that growth became a challenge. Market trends evolved, and competition intensified, making it clear that traditional business approaches were no longer enough. For a few years, the business plateaued, and without a clear strategy for expansion, profitability suffered.

Recognizing the need for change, we sought expert guidance to revamp our approach. Through structured business transformation consulting, we refined our business model, strengthened our brand positioning, and redefined our sales strategy. By implementing scalable systems, optimizing marketing, and improving team leadership, we rebuilt the foundation for long-term success.

One of our key breakthroughs was the introduction of the structured reseller program where businesses can create opportunities for individuals, especially women to generate income while expanding brand reach. Regular training sessions covering marketing techniques, sales strategies, and industry insights equip resellers with the knowledge they need to succeed. This approach not only drives sales but also fosters economic empowerment within communities, creating a sustainable and scalable business model.

Through these strategic shifts, Noor Arfa Batik experienced a remarkable turnaround. The business recorded double-digit growth in recent years, with stronger financial stability and renewed momentum—reinforcing its commitment to continuous improvement and innovation.

With 7 branches across Malaysia, Noor Arfa Batik continues to grow, innovate, and set new industry standards. This journey highlights the importance of adaptability, structured planning, and continuous learning. 

Wan Mohd Hafiz & Ismaniza Ismail
Managing Director & General Manager of Noor Arfa Batik
Textile and Fashion Industry