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Home FAQ Consumer Economic Shop Initiative (I-KeeP)

1. What is i-KeeP?

i-KeeP is an acronym for the phrase Inisiatif Kedai Ekonomi Pengguna or Consumer Economic Shop Initiative which means that outlets participating in the i-KeeP program and offering a wide range of everyday necessities at economical and reasonable prices.

2. What is the meaning behind i-KeeP logo?

The triangle represents the Government and the two blue triangles symbolizes Perbadanan Nasional Berhad (PNS) as the Master Operator and Strategic Partner supporting the implementation of i-KeeP. The circles and stripes in the ‘T’ shape represent consumers. These three elements combine to form a strong entity that supports one another in successful implementation of i-KeeP.

The letter ‘i’ represent the word ‘Inisiatif’ (Initiative), the letters ‘K’ and ‘e’ represent the word ‘Kedai’ (Shop), while the letters ‘e’ and ‘P’ represent the words ‘Ekonomi Pengguna’ (Consumer Economic). The letters ‘K’ and ‘P’ are capitalized to emphasize the ‘Kedai Pengguna’ (Consumer Shop) entity. Red and blue are the main colors of the Jalur Gemilang flag to symbolize the national spirit.

3. Who is i-KeeP Master Controller?

Perbadanan Nasional Berhad (PNS) through its subsidiary, Visi Anugerah.

4. What is the main role of the Master Controller?

The civil servants will be responsible for ensuring the implementation of i-KeeP operations and at the same time assist the Government in monitoring the performance of all the Strategic Partners involved from time to time. In addition, civil servants will be undertaking a centralized purchase of goods under i-KeeP to ensure that daily essentials, especially controlled items such as flour, cooking oil, sugar and rice, can be sold and offered to consumers at affordable prices.

5. What is the main strategy for implementing i-KeeP?

Implementation of i-KeeP is facilitated by the Government’s strategic cooperation with reputable and experienced retail and cooperative chain companies without the need for financial assistance from the Government. As of April 2019, a total of six (6) retail and cooperative companies have formed strategic partnerships with the Government, namely Tunas Manja Group (TMG), KK Supermart & Superstore Sdn. Bhd. (KK Super Mart), Segi Cash & Carry Sdn. Bhd. (Segi Fresh), Koperasi Permodalan Felda Malaysia Berhad (D’Mart), Koperasi Orang Melayu Kerajaan Perak Berhad (SKOMK) and Big Supermart Sdn. Bhd. (BIG Supermart). Through the implementation of i-KeeP program, the Strategic Partners in partnership with the Government will ensure selected daily necessities are offered at affordable prices in their participating outlets.

6. What is the key role of Strategic Partners in implementing i-KeeP?

i-KeeP Strategic Partners play a role in distributing and marketing a wide range of consumer daily necessities based on ‘i-Keep’s recommended price’ which is the maximum price set for each item agreed by all Strategic Partners, civil servants and KPDNHEP. At this recommendation price, all i-KeeP Strategic Partners market all types of i-KeeP products at prices below or equal to the recommended price.

7. What are the benefits of retail / cooperative companies participating in i-KeeP?

The benefit gained by retail / cooperative companies is that the supply of basic necessities is secured and consistent. For those who participate in the program, sales and profitability will increase and their respective outlets will be able to attract more customers because of the loss leader concept of attracting basic necessities such as sugar, cooking oil, wheat flour and rice as well as 197 types of other branded goods are sold at reasonable prices. In addition, KPDNHEP also assists all Strategic Partners through the use of the Price Catcher application which enables users to compare prices and identify locations of participating i-KeeP.

8. How many premises are participating in i-KeeP?

In the first phase of implementation, a total of 304 i-KeeP outlets were concentrated in Peninsular Malaysia alone with breakout outlets namely TMG (39 outlets), KK Super Mart (35 outlets), Segi Fresh Supermarkets (32 outlets), D’Mart (190 outlets), SKOMK (3 outlets) and BIG Supermart (5 outlets).

9. What type of goods are offered at i-KeeP premises?

The main focus of goods sold at i-KeeP premises is the basic controlled goods such as sugar, cooking oil, wheat flour and rice. In addition, i-KeeP also offers over 100 other branded daily essentials in partnership with manufacturers and Strategic Partners such as canned foods, sweetened creamer, evaporated milk, sauces, soy sauce, food and beverages and cocoa malt powder.

10. Does i-KeeP still maintain the concept of physical development of premises similar to the previous initiative?

i-KeeP is no longer focused on the physical development of the outlet but rather works with the Strategic Partner through their existing outlet network. To make it easier for consumers to identify the outlets that are participating in i-KeeP, a mini sign, sticker and price tag for each type of i-KeeP product will be installed and displayed. It does not change the design, color and other features of the corporate visual as well as the identity of the participating outlets. This concept is known as owner-operator and co-branding.

11. The government has announced that there are 197 types of branded consumer goods for sale at reasonable prices. Please request the Government via KPDNHEP to elaborate on the implementation of the sale of 197 such items?

The Government and PNS will collaborate with the branded daily essentials manufacturing companies to ensure that certain items can be sold at reasonable prices at all participating outlets. The goods will remain in the existing packaging as they are sold in other outlets. In this way consumers are more confident in the quality of each item.

12. Is i-KeeP solely for the poor and low income groups?

Implementation of i-KeeP is based on the concept of giving people the option to obtain everyday necessities at an affordable price. However, i-KeeP is not restricted to the low-income or poor groups only. Specializing purchases in i-KeeP outlets based on economic background is not practical in economic and business terms. i-KeeP will be developed and expanded in a more comprehensive way through the strategic cooperation of various parties including the manufacturers of everyday necessities.

13. Who is eligible to make an application to join i-KeeP?

Retail, wholesale and cooperative companies are eligible to apply for i-KeeP. However, valuation and selection are based on certain criteria such as having at least three (3) years of retail / wholesale experience, having latest financial and annual statements, having a retail license of control items from KPDNHEP, SSM certificate, Point of Sales (POS) system, has a stock warehouse store and has at least three (3) outlets under the same company label / same wholesale supply chain. Whereas for a cooperative, it must be registered under the Co-operative Societies Act 1963, with good management and administration, approval of i-KeeP from cooperative board meetings and letters of recommendation from the Malaysia Co-operative Societies Commission (MCMC) in addition to the same requirements set for retailers and wholesaler.

14. Do KPDNHEP and PNS have control mechanisms especially for premises that do not sell i-KeeP goods at a fixed price?

All network outlets participating in i-KeeP must comply with the specified price. Failure to comply with these prices will result in such action being removed from participating in i-KeeP as well as any other applicable legal action. Monitoring of operational performance across all network premises participating in i-KeeP will be carried out through PNS and State KPDNHEP offices.

Hawkers and Petty Traders Division

Any further inquiries :-

Hawkers and Petty Traders Division
Level 5 (Tower), No. 13,
Persiaran Perdana Presint 2,
Pusat Pentadbiran Kerajaan Persekutuan,
62623 Putrajaya.

No Telefon : 03-88825766
No Faks : 03-88825826