KUALA LUMPUR, Lembaga Tabung Haji (TH) has dismissed as false and defamatory claims that it spent RM20 million on a rebranding exercise.
In a statement, TH clarified that the brand rejuvenation initiative cost RM2 million annually over a three-year period. “Brand strengthening efforts have been carried out periodically as a strategic investment to shift mindsets and encourage Muslims to save systematically in preparation for performing the haj,” it said.
According to TH, the rebranding process also included market research and engagement with depositors to better understand their needs, while taking into account demographic changes within Malaysia’s Muslim community.
“The claim that Tabung Haji does not need to enhance its brand after 60 years of operation is inaccurate,” the statement added. Currently, TH has 9.6 million depositors — representing about half of Malaysia’s Muslim population. However, over 53% of depositors hold less than RM1,300 in savings, far below the estimated RM15,000 required in 2025 for pilgrims from the bottom 40% (B40) income group to perform the haj.
The statement further highlighted that more than 80% of TH transactions are conducted online. To encourage stronger savings habits, TH plans to launch a campaign urging Muslims to save early, consistently, and systematically, while ensuring sustainable investments to maintain the institution’s long-term strength.
The board of directors has also decided to review TH’s strategies to remain competitive, provide improved services, and attract younger Muslims to become depositors.
The issue of rebranding costs was raised in Parliament last week by Pengkalan Chepa MP Datuk Dr Ahmad Marzuk Shaary during the debate on the 13th Malaysia Plan.
Meanwhile, Minister in the Prime Minister’s Department (Religious Affairs) Datuk Dr Mohd Na’im Mokhtar said in a Facebook post that he will address the matter during the winding-up session in the Dewan Rakyat on Monday.
