Homegrown Group Takes Agarwood to New Heights with C’Avenir
Local brand C’Avenir to meet the growing demand for high quality natural products further boosting the Agarwood industry in Malaysia.
KUALA LUMPUR, 9 DECEMBER 2018 – Malaysian-owned company, Homegrown Group today launched its first brand C’Avenir under its new marketing arm Homegrown Marketing Sdn Bhd to cater to the growing market for high quality natural products in Malaysia. C’Avenir is the result of the company’s continuous innovation to incorporate Agarwood into Malaysians’ daily essentials and jewelleries. Also known as the black gold of the forest, Agarwood is unique due to its tantalising scent.
Speaking at the launch event of both C’Avenir and Homegrown Marketing Sdn Bhd, Charmaine Lai, the Chief Executive Officer of the Homegrown group said, “Agarwood is only used by a niche market due to its rarity and price. However recent times have shown that there is a growing demand for quality natural products among Malaysians. With our innovative capabilities in the cultivation of Agarwood, we are able to share the benefits of this raw material to the masses at a more affordable rate in a sustainable way.”
C’Avenir uses Agarwood to produce unique jewelleries ranging from casual everyday wear to elegant formal pieces. Every piece is crafted by hand and is made of good quality raw material to further enhance the Agarwood used. The highlight of C’Avenir is the Agarwood soap that uses oud oil extracted from the Aquilaria trees from the Homegrown plantations. After conducting in-depth research and development over the past years, Homegrown has received significant positive feedback on the improvement of its clients’ skin in result of the Agarwood soaps.
As one of the pioneers in the cultivation of Agarwood in Malaysia, Homegrown also aims to introduce C’Avenir and export its product to other regions including China and the Middle East in the first quarter of 2018. “There is a market for us in those regions mostly due to cultural reasons. The Agarwood can be used to produce religious items including incense, prayer beads as well as for pharmaceutical purposes such as the production of traditional Chinese medicines,” Lai added.
She further explained that Homegrown’s innovative approach would also protect the source of Agarwood – the already endangered Aquilaria trees in the wild. The Agarwood is the dark aromatic resinous heartwood from Aquilaria trees when they are infected with a type of mould.
Starting today, consumers can purchase the Agarwood products available on the Homegrown website at www.homegrownconcept.com, as well as the company’s Facebook and Instagram pages. For more information on C’Avenir, customers can contact the Homegrown group via email at email@example.com.