Our Beginnings

Asyura Pte Ltd began in 2004 as a humble idea in the family kitchen of Madam Norhuda Rabani. 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.

Being a strong believer in customer satisfaction, Norhuda wanted her pastes to help everyone make cooking easy, and delicious – especially working moms. 

Our Growth 

In 2011, Norhuda commercialised her business in Tuas Baywalk. Throughout this journey, 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.

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.