BFM 89.9
The Business Station
Taking the Long Steep Approach to Business
27 mins·10:00, 13 Aug 2026
Taking the Long Steep Approach to Business
27 mins
·
10:00, 13 Aug 2026
·
Recommended
1 hr 22 mins
35 mins
Guest: Ciinndey Wong, Founder and CEO, Rhymba Hills
Founded twelve years ago, Rhymba Hills has steadily grown into a highly decorated, internationally recognised premium botanical infusion brand. The fully bootstrapped business has secured the prestigious Great Taste Award in the UK and a gourmet award in Paris, while successfully exporting to highly competitive markets including London, Japan, and Dubai. The company has also been appointed as a Strategic Partner for Visit Malaysia Year 2026 and currently supplies premium raw materials to one of the largest tea companies in the country.
Despite the string of global achievements, the operational reality of the business tells a story of immense entrepreneurial endurance. Rhymba Hills is profitable and successfully holds premium retail shelf space, yet after more than a decade of grinding through gruelling two-year sales cycles and overcoming constant rejection, the business still generates under a million ringgit in annual revenue. Founder Ciinndey Wong has navigated the long-steeped growth entirely on her own terms, fighting through self-doubt and the constant pressure of making payroll to keep her vision alive.
Ciinndey joins us for an unusually candid conversation about the harsh realities of slow business growth and what it genuinely costs to survive a twelve-year entrepreneurial journey. We explore the mental fortitude required to keep going when the financial scale does not immediately match the global accolades, as well as the challenges of acquiring customers in a highly traditional beverage market. We also unpack her upcoming export push into Europe and Hong Kong and discuss what the ultimate endgame looks like for a founder who refuses to quit.
Presenter: Audrey Raj
Producer: Audrey Raj, Sandhya Menon
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