Mapping Malaysia's Resource Centres

88 MAPPING MALAYSIA’S RESOURCE CENTRES SERUNAI COMMERCE SDN. BHD. (SERUNAI COMMERCE) Introduction Formed in 2009, Serunai offers a range of products and services designed to enhance the global Halal marketplace’s connectivity and transparency. In the wake of increasing demand in Halal products in both local and international markets, Serunai has taken the opportunity to apply its expertise and talents towards creating digital platforms to interconnect Halal producers and consumers globally. Area of Expertise Serunai has successfully been involved in the development and management of various technology-based platforms for the Halal market. Strengths and Achievements The ‘Verify Halal™’ application developed by Serunai has extended its network to numerous other global halal certification bodies that the Department of Islamic Development Malaysia (JAKIM) recognises such as those in Austria, Bosnia, India, Indonesia, Japan, New Zealand, Philippines, South Africa, Sri Lanka,Taiwan and many more. It enables connectivity to more than 79 Halal Certification Bodies across the globe. Projects Undertaken (Domestic) 1. Interconnecting the Halal Community Globally through Global Halal Data Pool™ In December 2015, Serunai launched the world’s first Global Halal Data Pool (GHDP), an online platform that consolidates the data of companies, products and supply chain details and interconnects them to 40,000 Halal suppliers and buyers globally, while simultaneously providing real- time verification, transparency and traceability. 2. Verify Halal™ Verify Halal™ is a smartphone application endorsed by JAKIM, developed to empower consumers and retailers with the ability to instantly verify the Halal accreditation of a product by simply scanning a barcode or QR Code via their smartphones. The application is synchronised directly with JAKIM’s database. Verify Halal™ also allows consumers to make informed decisions when shopping for their Halal products. Consumers can either scan or search for a product by brand, company or country of their choice. 3. Halal Digital Chain – HADIC™ HADIC™, aims to create an integrated and secure digital halal ecosystem with the use of Blockchain technology. It helps make Halal compliance more traceable with technology that quickly confirms halal compliance at each stage of production, eliminating fraud. 4. Halal Centre of Excellence, Halal COE™ Halal COE™ assists new applicants H A L A L - R E L A T E D S E R V I C E S