Putrajaya: IKONDESA, launched today, is set to serve as a strategic market access platform for rural products crafted by entrepreneurs under the Ministry of Rural and Regional Development (KKDW) and its agencies. This initiative will establish physical sales centers in city centers to promote these products.
According to BERNAMA News Agency, Deputy Prime Minister and Minister of Rural and Regional Development, Datuk Seri Dr. Ahmad Zahid Hamidi, stated that IKONDESA aims to empower rural micro, small, and medium enterprises (PMKS) by expanding their market reach beyond local boundaries. He emphasized the platform’s potential to attract tourists and showcase a diverse range of rural products that will change monthly, enhancing the appeal for visitors.
Ahmad Zahid urged rural entrepreneurs to leverage IKONDESA to explore global markets. He outlined essential steps to ensure the platform’s longevity and legacy, focusing on strengthening digitalization and e-commerce, brand and certification, and providing comprehensive training and guidance.
He stressed that IKONDESA products should transcend physical shelves by penetrating major e-commerce platforms globally. Products need to be recognized for their quality and certification, whether it’s halal certification, craft recognition, or food standards, to secure consumer trust.
The initiative also aspires to develop IKONDESA as an entrepreneurial hub, offering coaching, business clinics, and ongoing support in marketing, branding, and financial management.
Regarding the first sales center, IKONDESA@Putrajaya, Ahmad Zahid expressed confidence in its potential as a new landmark. It aims to not only be a marketplace but also a cultural and creative showcase for rural Malaysia, with monthly state-themed exhibitions, starting with Perak. The center will feature clusters focusing on handicrafts, lifestyle, and food and beverages.
IKONDESA@Putrajaya adopts a hybrid sales concept, merging a mini-cafe atmosphere with exhibitions of exclusive village products, including handicrafts, textiles, and culinary items. It also offers special order services for corporate souvenirs and bulk handicrafts to meet various demands.
Initially, 30 village entrepreneurs have been stationed at the center. From September to December 2025, four state-themed promotional series will be organized to strengthen the brand of village products and attract more customers.
To ensure efficient management, RISDA Agri Food Industries Sdn Bhd (RAFI) has been appointed as the official operator of IKONDESA@Putrajaya, overseeing administration, promotion, entrepreneurship development, marketing, and entrepreneur management.