Kuala lumpur: The National Entrepreneurship Institute (INSKEN) has urged Malay entrepreneurs to strengthen their businesses through digitalisation following global economic uncertainty due to the conflict in West Asia. INSKEN chairman Datuk Mustaffa Kamil Ayub emphasized the need for strategic shifts, particularly in the use of digital technologies, to ensure business continuity.

According to BERNAMA News Agency, Mustaffa highlighted that the country's experience during the COVID-19 pandemic illustrated the potential of digital commerce as a crucial driver for entrepreneurs' survival during crises. He stressed the importance for Malay entrepreneurs to master technologies such as artificial intelligence, digital marketing, and rapidly evolving marketing automation systems to facilitate business growth.

Mustaffa pointed out that the implementation of the MADANI Inclusive Entrepreneur Reference Centre (PRIME) in each state serves as a pivotal element in providing comprehensive and structured guidance for entrepreneurs aiming to master digital mediums. The initiative aims for strategic collaboration with the Perak Malay Chamber of Commerce (DPMM) at both national and state levels, thereby extending assistance to the entrepreneurial community.

He noted that PRIME, launched last year, operates as a one-stop centre connecting entrepreneurs with 66 government agencies, easing access to assistance, financing, training, and business advisory services. Plans are underway to expand this programme to the district level in order to reach more entrepreneurs and ensure broader access to the centre's resources.