The Asyura Paste Story
Asyura, named after founder Norhuda’s baby girl, means the 10th of Muharram, a day of historical significance in Islam.
Asyura Pte Ltd began in 2004 as a humble idea in the family kitchen of Madam Norhuda Rabani in Jurong East. From her small set-up, Norhuda began with only 8 local favourite pastes such as Rendang, Sambal Tumis and Lemak Cili Padi, and sold these pastes to close friends and relatives.
Growing in popularity, customers flocked to Norhuda’s home and the community frequently asked where they could buy her pastes. With her pastes and recipes that had been handed down from generation to generation, Norhuda then realised that her pastes needed to be branded as a company and a product. As she had just given birth to a baby, she thought that it was a wonderful idea to brand her product after the name of her baby girl, Asyura, which means the 10th of Muharram, a day of historical significance in Islam.
Through word of mouth, more and more customers bought Asyura pastes. As the popularity of the products soared, Madam Norhuda saw the need to upgrade her products to higher-quality pastes by going preservative-free. Being a strong believer in customer satisfaction, Norhuda wanted her pastes to help everyone make cooking easy, healthy, and delicious – especially working moms. Asyura soon became a name which took households by storm.
In 2011, Norhuda commercialised her business in Tuas Baywalk – a journey that was difficult; managing a growing business, creating new pastes, and managing her family duties. Throughout this journey however, Mdm Norhuda has made it a focus to never compromise on the quality of her products. She still insists on only the freshest ingredients to ensure that her customers get the wholesome taste of home-cooked food in every pack.
Asyura’s perseverance and increasingly strong presence in the industry have not gone unnoticed. Prime Minister Lee Hsien Loong cited the company as an example of an efficient and well-run company that has succeeded tremendously in a pressurising and competitive environment. Asyura has fearlessly embraced technology through the use of government grants to improve productivity, all thanks to the myriad of government incentives that are in place to help small and medium enterprises.
The company is now in its 12th year of operations, and has seven full-time staff with 20 whopping different products in the market that cater to the different segments and markets of Singapore’s multi-racial palette.
Our story was recently featured on newspaper Lianhe Wanbao, please watch it by clicking the video below!
– Mission –
Our mission is to prepare the best, high-quality pastes for our customers satisfaction. We make cooking easier for everyone, anywhere.
– Vision –
To be recognised as the leading brand for fresh, homemade and high-quality Asian pastes in the region.