Adabi Consumer Industries Sdn Bhd. (ACISB) is the parent company and the main player of Adabi Group. It inspires produces and markets products under the brand name of Adabi. ACISB is managed and run professionally, fully product-driven and gives equal emphasis to both Research & Development as well as Sales & Marketing. It has a strong and creative pool of research personnel, all of whom are dedicated to creating new, innovative food products. The rapid growth of the company, from a staff of 25 and annual sales of RM2 million in 1984, to its current position of more than 552 personnel and an annual sales of RM200 million can be attributed to the success of the range of new products it has introduced through the decades. New products introductions are effectively supported by dynamic sales and marketing management teams and continuous mass media promotion of the Adabi brand. Today, Adabi’s brand awareness stands at par with other famous international food product brands sold in Malaysia.