In a time when even nasi lemak and kopi O can cost more than RM5, Datuk Seri Rafizi Ramli, former Economy Minister and Pandan MP, is launching an experiment that sounds almost too good to be true; meals and groceries under RM5.
Come November, Malaysians will see two new names appear in their neighbourhoods, Fleximart and Kesum. The initiatives fall under Rafizi’s Ayuh Malaysia platform, which aims to introduce community-based economic models that address rising living costs while creating youth employment opportunities.
Two New Social Enterprises by Rafizi Ramli
Fleximart, opening on November 1 at Section 7, Shah Alam, will focus on ready-made meals and daily essentials, all priced below RM5.
Kesum, located in Pandan Indah, will open its doors a week later on November 8, serving affordable breakfast, lunch, and dinner options at the same price point.
Rafizi said both outlets were designed with a “asal kenyang, sedap dan murah” (filling, tasty, and affordable) philosophy, aiming to make simple, nutritious meals accessible to all income groups.
“My intention is to open up more job opportunities for young people while offering affordable food and essentials to the public,” Rafizi said in a statement.
How the Model Works
Both projects operate as social enterprises, which differ from conventional businesses by integrating profit-sharing with social objectives. Under this structure, profits are shared among investors, employees, and the public.
“The more profit we make, the higher the workers’ pay. A portion of the profits will also be reinvested to keep prices low,” he explained.
This model reflects a growing global trend of “conscious capitalism”, where profit-making is balanced with community benefit. Unlike charity or donation-driven NGOs, social enterprises sustain themselves through sales, making them more resilient and scalable over time.
The name “Kesum,” beyond referencing a local herb, also serves as an acronym for kenyang, sedap, dan murah, reinforcing the brand’s community-focused values.
A Pilot for Bigger Change
Rafizi describes the two outlets as social experiments; small-scale pilots intended to test whether sustainable low-cost operations are feasible in Malaysia’s urban economy.
“If these two experiments succeed, we have a better chance of expanding to more outlets, offering more affordable options and training young people to manage their own businesses,” he said.
With food prices rising by nearly 20% since 2020, according to the Department of Statistics Malaysia, initiatives like these could offer much-needed relief to urban communities. At the same time, they present an alternative approach to addressing Malaysia’s cost-of-living crisis, one that blends entrepreneurship, social impact, and local empowerment.
Rafizi isn’t watching from afar either. He announced he’ll personally join his team on opening day.
“Insya-Allah, I’ll make coffee, serve food, and be part of the Fleximart and Kesum crew,” he said.
Opening Details
- Fleximart: Opens Nov 1, 10am
Address: No. 35, Jalan Plumbum U7/U, Section 7, Shah Alam (next to Speedmart) - Kesum: Opens Nov 8, 9am
Address: No. 25, Jalan Pandan Indah 1/20, Pandan Indah (next to KM Bistro)
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