From a modest home kitchen and a starting capital of just $50, Rizqussalam has grown from a small home venture into an international brand, bringing Brunei’s traditional sambal tahai to tables around the world.
Founded in 2015 by Hjh Zuhairah Hj Saidin and her husband Alassarir Hj Othman @ Abdullah Al-Zuhri, the company now produces a variety of sambals, including their signature Sambal Travel, while supplying selected supermarkets in Brunei and exporting to countries such as Japan, Singapore, and the Philippines.
Rizqussalam took shape when the passionate duo decided to turn their love for traditional Bruneian delicacy, Sambal Tahai, into a livelihood.
The idea was driven by both passion and practicality. With employment opportunities limited, they wanted a venture that could provide financial stability while celebrating local flavours.
“In these challenging times, we knew we had to create our own opportunities. Work is not something to wait for—it must be pursued,” they shared.
Image: Iqbal Dato Selamat
Sambal Tahai became the heart of their business, rooted in a deeply personal connection. It was a cherished dish from Hjh Zuhairah’s childhood, lovingly prepared by her late mother.
“My mother often cooked sambal tahai, and after she passed away, I tried to ease my longing by buying it from restaurants. But it was never quite the same,” she recalled.
“I wanted to preserve her recipe and share it with others, so they could taste it just like she made it, while also making it convenient enough for anyone to enjoy anywhere,” she added.
Her late father also played a key role in encouraging the couple during the early days of the business.
“When he first tasted my sambal tahai, he was surprised at how good it was and became our strongest supporter. He would always say, “God willing, you will succeed… may you always be safe”. Those words stayed with us, and if he were still alive today, he would be the happiest to see how far we’ve come,” she added.
His encouragement gave them the confidence to turn a family recipe into a viable business, even as they faced the uncertainty of starting from scratch.
For Hjh Zuhairah and Alassarir, every jar of sambal prepared in their home kitchen carried not just flavour, but a legacy of family love, tradition, and unwavering support, a reminder of why their work mattered beyond profit.
The family behind the business
The husband-and-wife team each bring their own expertise and passion to the business. Hjh Zuhairah specializes in Usuluddin (Islamic Theology), while Alassarir studied Shariah and Law at Sultan Sharif Ali Islamic University. Both were educated in Arabic schools from a young age, giving them a strong foundation in discipline, faith, and tradition.
“Our backgrounds may not be in business or food production, but the values we learned growing up—patience, persistence, and attention to detail—have guided us in every step of building Rizqussalam,” they explained.
Their shared background has helped the duo navigate the challenges of entrepreneurship, combining their knowledge, work ethic, and love for local culinary heritage to create a thriving homegrown business.
Image: Iqbal Dato Selamat
According to the couple, the company’s name also carries significance. Rizqussalam, derived from Arabic, means “Safe or Secure Sustenance.”
“It represents not only our livelihood but also the idea of sharing blessings with others,” the entrepreneurs shared.
The word Salam reflects their pride in Brunei Darussalam, which means “A Nation of Peace and Safety,” connecting the brand to their heritage and identity.
Through a combination of family values, cultural pride, and practical vision, the duo laid a foundation that transformed a cherished family recipe into a brand recognised both locally and internationally.
From the kitchen to international market
Rizqussalam’s first production took place entirely in their home kitchen, with only the basics – raw ingredients, containers, and a few cooking tools.
“We started with just $50,” Hjh Zuhairah recalled. “With that, we bought the essentials to begin. Everything was made in our home kitchen, and our very first sales were only 13 containers.”
Despite the challenging beginnings, the response was immediate and encouraging. Customers appreciated the authentic taste and traditional recipe, with many remarking that the sambal was a dish the whole family could enjoy.
Image: Iqbal Dato Selamat
“It was touching to see children, who normally had little appetite, eagerly eating their rice with our sambal,” the duo added.
Early production came with challenges. The small kitchen limited output and made it difficult to meet rising demand. Yet, the couple’s determination never wavered.
“Every obstacle was a lesson. We learned how to manage production, improve packaging, and ensure the quality remained consistent,” they explained.
As demand grew, the duo refined their process. They sourced tahai locally and even began smoking their own ikan tamban to ensure a steady supply and consistent flavour.
Image: Iqbal Dato Selamat
With guidance from the Fisheries Department, they secured reliable suppliers, allowing them to scale production while preserving the authentic taste of the traditional sambal.
Their signature product, Sambal Travel, was designed for convenience without compromising flavour.
“We realised many Bruneians living abroad missed the taste of home. We wanted a product they could easily take with them anywhere,” the entrepreneur said.
Over time, Rizqussalam expanded from home kitchens to local supermarkets and international markets. Small exports now reach countries such as Japan, Singapore, and the Philippines, introducing Brunei’s culinary heritage to a global audience.
Support from BEDB and beyond
As Rizqussalam grew from a home-based venture to a brand with international ambitions, support from government agencies played a crucial role. Among these, the Brunei Economic Development Board (BEDB) provided guidance and resources that helped the duo navigate the complexities of scaling up production and entering new markets.
Image: Iqbal Dato Selamat
“BEDB has been instrumental in helping us understand export procedures and connect with the right partners,” Hjh Zuhairah shared.
“Their support gave us the confidence to present our products at international expos and to explore markets beyond Brunei,” she added.
The agency also assisted with training, regulatory compliance, and networking opportunities, allowing the business to expand while maintaining high standards of quality.
Image: Iqbal Dato Selamat
“They helped us see that our small home kitchen operation could grow into something that represents Brunei on the global stage,” they shared.
With the thorough support, Rizqussalam was able to showcase Sambal Travel and other products to new audiences, gaining recognition not only for their unique flavours but also as ambassadors of Bruneian culinary heritage.
According to the couple, the guidance from BEDB and other relevant agencies turned early challenges into stepping stones, allowing the couple to dream bigger and plan for sustainable growth.
Image: Iqbal Dato Selamat
With nearly a decade of experience and a growing international presence, Rizqussalam is setting its sights on further expansion and innovation. The duo aims to make their products more widely available across Brunei while strengthening export markets in Japan, Singapore, and South Korea. Malaysia is also on their radar as a potential new market.
Scaling up has not been without challenges. Limited production capacity, packaging issues, and ensuring consistent quality for both local and export markets have required careful planning and persistence.
“There were times we faced setbacks with leaking packaging, food labels that didn’t meet regulations, or fluctuations in the quality of the sambal,” the couple shared.
Image: Iqbal Dato Selamat
Each obstacle, however, became a valuable lesson, shaping how they manage production, maintain standards, and plan for sustainable growth.
Now that they have moved to a larger facility, they are confident in their ability to increase production and reach more customers, both locally and abroad. Their goal is to make sambal easily accessible in stores throughout the country while steadily growing exports.
Beyond expansion, the couple is developing new products, including Sambal Pusu and Sambal Sotong, hoping they will be received as warmly as their signature Sambal Travel.
“We want to continue sharing Bruneian flavours with the world while offering more variety for our loyal customers,” they explained.
Image: Iqbal Dato Selamat
The duo also hopes to maintain the authenticity and quality of their products while scaling. They are exploring ways to improve packaging, streamline production, and ensure that every jar carries the same traditional taste that made Rizqussalam special from the start.
Their vision extends beyond growth for the sake of business. It encompasses preserving Bruneian culinary heritage, sharing it with others, and creating a brand that people can trust both at home and internationally.
THE BRUNEIAN | BANDAR SERI BEGAWAN
