SHAH ALAM - After nearly three decades in the market, the rice brand formerly known as Beras Cap Masjid has entered a new phase with its rebranding as Beras Cap Astana.
According to Capital Route Sdn Bhd (Capital Route), the rebranding is not merely a cosmetic change but reflects the company’s commitment to comply with existing legal provisions while respecting Islamic sensitivities and values.
Capital Route said Beras Cap Masjid has been in the market since 1997 and over its 28 years of use, became familiar among local consumers as one of the rice options available, particularly within the Muslim community.
“In order to respect Islam, the company has taken a responsible approach by discontinuing the use of mosque imagery and names on its product labels, and rebranding the product as Beras Cap Astana.
“This step is also intended to prevent any misunderstanding or inappropriate implications among consumers,” it told Sinar Daily.
Under the Trade Descriptions (Definition of Halal) Order 2011 of the Trade Descriptions Act 2011 (Act 730), the use of illustrations and names of places of worship in branding and labelling is not permitted, in order to avoid any form of implication.
Capital Route said the new Cap Astana brand was chosen as a more “neutral”, professional and regulation-compliant identity, without compromising the product quality that has been built over the years. The move also aligns with current market needs and growing consumer awareness of legal compliance and transparency in product information.
“Although the company no longer uses its former identity, it stresses that the change does not affect its commitment to the quality of rice offered.
“The company remains fully committed to ensuring that every product meets halal requirements, maintains consistent food quality and delivers the best value to customers,” it said.
Meanwhile, Capital Route also said the rebranding was further strengthened by the successful acquisition of halal certification from the Department of Islamic Development Malaysia (Jakim), marking a significant milestone in the brand’s journey.
“Obtaining Jakim halal certification is not easy, as it involves a rigorous evaluation process. We managed to secure this halal recognition within a short period due to our full commitment to compliance and quality.
“Halal certification from Jakim not only confirms compliance with halal standards, but also enhances consumer confidence in the entire supply chain and product handling process,” it said.