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The Business Station
Malaysia's Lost National Treasures, Rediscovered
40 mins·10:00, 27 Aug 2026
Malaysia's Lost National Treasures, Rediscovered
40 mins
·
10:00, 27 Aug 2026
·
Recommended
Guest: Raja Jesrina Arshad, Founder & CEO, PurelyB
PurelyB is a wellness brand selling traditional Malay herbal supplements such as Pegaga and Tiger Milk Mushroom, formulated with Universiti Malaya-derived extracts. The company is actively expanding its physical footprint globally, establishing a US storefront, exhibiting at the Natural Products Expo West, and securing a finalist spot for the American natural products industry's highly watched NEXTY award.
However, the business model looked completely different a decade ago. PurelyB originally launched as a venture-backed digital wellness portal, amassing 80,000 monthly visitors, acquiring a yoga community platform, and raising funds through an equity crowdfunding campaign designed for its own readers. Founder Raja Jesrina Arshad eventually executed a massive pivot, completely transforming the company from a digital media platform into a physical consumer packaged goods business with inventory, manufacturing, and a complex rainforest supply chain.
Jesrina joins us to discuss the financial and operational costs of completely changing a business model. We explore what happened to the platform's early shareholders after the pivot, the margins of manufacturing physical supplements, and whether a Malaysian herbal brand can genuinely compete in the US wellness aisle.
Presenter: Audrey Raj
Producer: Audrey Raj, Sandhya Menon
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