- CEO
- How Loon Koh
- Full Time Employees
- 242
- Sector
- Consumer non-durables
- Industry
- Household/Personal care
- Address
- Shah Alam Malaysia
- IPO Date
- Jun 28, 2005
- Business
- Citra Nusa Holdings Berhad, formerly known as CNI Holdings Berhad, is a Malaysia-based investment holding company engaged in the research, manufacturing, marketing, and distribution of consumer wellness products, functional beverages, personal care items, and household goods. Founded in 1989 and headquartered in Shah Alam, Selangor, Malaysia, the company operates as a subsidiary of Marvellous Heights Sdn Bhd and is listed on the Main Market of Bursa Malaysia under the ticker CNH. Citra Nusa Holdings structures its operations across three primary business segments: Marketing and Trading, Manufacturing, and Investment Holding and Others.
The company offers an extensive portfolio of proprietary and contract-manufactured consumer goods categorized into five core product lines: nutritional and health supplements, including the flagship Well3 product series comprising Well3 Life Enzyme, Well3 Royal Jelly, Well3 D3, Well3 C-500 Extra, and probiotic formulations; food and beverage products, notably its signature Tongkat Ali Ginseng Coffee, Up Cafe instant coffee blends, Up Tea premixes, cereal beverages, and functional botanical drinks; personal care and cosmetic items, encompassing skin care, hair care, oral care, and body hygiene products marketed under the RJ brand; household care and home living systems, including SC88 concentrated cleaning solutions, detergent formulations, and water filtration purification systems; and automotive maintenance products, including specialized cleaning and performance care fluids.
Through its primary direct-selling marketing subsidiary, CNI Enterprise (M) Sdn. Bhd., the company distributes its branded product lines across a broad network of independent distributors, physical sales distribution centers, and direct consumer channels in Malaysia, Brunei, and Singapore, with export operations reaching international markets including China, Hong Kong, Taiwan, Thailand, Myanmar, and Indonesia. The group conducts its manufacturing, formulating, and packaging operations through wholly owned subsidiaries Exclusive Mark (M) Sdn. Bhd. and Q-Pack (M) Sdn. Bhd., maintaining production facilities certified under GMP, ISO 9001:2015, ISO 14001:2015, FSSC 22000, HACCP, and Halal standards.
In recent strategic developments, the company executed a comprehensive corporate rebranding, changing its name from CNI Holdings Berhad to Citra Nusa Holdings Berhad to reflect its diversified commercial scope and evolving business model. The group has accelerated its digital transformation by integrating mobile commerce platforms and omnichannel retail infrastructure into its direct-selling network to expand consumer reach and operational efficiency. Concurrently, Citra Nusa Holdings has expanded its third-party contract manufacturing (OEM and ODM) capabilities to drive revenue diversification beyond traditional direct sales, securing B2B manufacturing contracts for food ingredients, premix beverages, and personal hygiene products for external commercial brand owners across Southeast Asia. The company continues to enhance its product innovation initiatives, expanding its Well3 preventive wellness line and upgrading facility automation to strengthen supply chain resilience and cost competitiveness.