Saudi Arabia's Kinza Focuses On Consumer Needs, Right Partners For Expansion
KUALA LUMPUR, Sept 26 (Bernama) -- Saudi Arabian beverage brand Kinza is not seeking to compete with established beverage giants, but is instead focused on understanding changing consumer needs and expectations as it expands into Southeast Asia.
Al Jameel International and Kinza chief executive officer, Bandar Okrin, said the company believes its strengths lie in its ability to understand consumer behaviour, combined with its marketing, research and development (R&D), quality and supply chain capabilities.
"We are not looking to compete with our competitors, but looking at what our products mean to consumers, what consumers need, what is accepted and what is expected from us," he said in the Bernama Mobile Studio programme titled “Exploring the Impact of Sponsorship and Partnership Opportunities” at the Malaysia International Halal Showcase (MIHAS) 2026, here today.
Okrin said Kinza, established in 2022, has grown rapidly and is now exporting its products to over 70 countries, positioning itself as one of the fastest-growing beverage brands in West Asia.
He said the company’s first participation in MIHAS reflects the importance of Malaysia and Indonesia as key markets for its expansion into Southeast Asia.
"We are looking for investment partners with the right capability to build the market, from manufacturing and supply chain to distribution centres, marketing and presenting the brand," he said.
Okrin said Kinza’s expansion strategy is centred on working with local partners to produce locally, create jobs and build the infrastructure to support its long-term presence in the region.
"Kinza cannot achieve everywhere in the world by going alone. We need good partners in the region," he said, adding that the company is open to working with new companies and start-ups that could become partners not only in Malaysia and Indonesia, but globally.
Okrin said Kinza had already established several franchise partnerships worldwide and was evaluating potential partners at MIHAS based on their capabilities, business identity, culture and compatibility with the brand.
Given Kinza’s relatively young brand, he said this also gives the company flexibility to respond quickly to changing market preferences, supported by a professional team specialising in R&D, quality, supply chain, marketing and consumer behaviour.
He said early feedback indicated that consumers in the region were receptive to Kinza’s taste while also showing interest in new products.
"Consumers need something new. It is time for change," said Kinza.
On brand-building, he emphasised that Kinza has invested significantly in marketing and sponsorships worldwide, including sports-related events, to strengthen its visibility and connect with consumers.
Kinza is also the largest sponsor of MIHAS 2026, reflecting its commitment to Malaysia and its ambition to build a stronger presence in the Southeast Asian market.
"We are looking globally to be one of the main players in soft drinks," Okrin added.
-- BERNAMA