Sime Darby Property launches Jom Raya campaign for sustainable celebrations

Sime Darby Property Berhad is making strides in sustainability this Ramadan and Hari Raya season with its innovative Jom Raya campaign, aimed at fostering resilient communities and promoting environmentally-friendly practices.

Central to the campaign is the Go Green – Let’s Celebrate Raya Sustainably initiative, which marks the Company’s largest fabric collection drive to date. With an ambitious goal to collect 72 tonnes of recyclable materials by the end of 2024, Sime Darby Property is actively engaging communities to rethink their approach to textile waste disposal.

Datuk Lai Shu Wei, Chief Marketing and Sales Officer of Sime Darby Property, emphasized the significance of this initiative, stating, “Ramadan is a month traditionally focused on mindful consumption, and presents the perfect opportunity to champion sustainable practices. Through our fabric collection drive, we aim to promote a circular economy for textiles, thereby extending their lifespan and reducing environmental pollution.”

Fabric Collection Drive

Commencing with simultaneous fabric collection drives at strategic locations including The Glades Plaza in Putra Heights, Serenia City Sales Gallery, KL East Mall, and KL East Sales Gallery, the Company is urging residents in selected townships to participate actively in sustainable practices throughout Ramadan.

Partnering with Kloth Circularity (formerly known as Kloth Cares), Sime Darby Property ensures that collected fabrics are repurposed through various channels, benefiting those in need or transformed into new and unique items. This initiative not only minimizes waste but also diminishes the demand for virgin materials, thus conserving precious resources like water and energy.

“Upcycling fabrics is a responsible way to manage clothing and textiles. It benefits the environment, supports local businesses, and allows for creative expression, all while contributing to the preservation of our planet,” added Datuk Lai.

Community-building activities

In addition to the fabric collection drives, the Jom Raya campaign features an array of community-building activities from March 16 to 31, 2024. These activities, including Jom Masak & Distribute Bubur Lambuk, Jom Sahur Together, and Jom Shopping Raya Bazaar, will take place across selected townships such as Putra Heights, KL East, Bandar Bukit Raja, Subang Jaya City Centre, and Nilai Impian.

To amplify the campaign’s reach and impact, Sime Darby Property has enlisted the support of renowned personalities such as Dato’ Chef Ismail, Dayah Bakar, Dr. Soo Wincci, Yasmin Hani, Atilia Haron, Kenchana Devi, Maria Tunku Sabri, Chef Sherson Lian, Nadia Annuar, Mas Idayu, Haziq Husni, Mimi Fly, Idzham Ismail, and Dynas Mokthar.

Moreover, the Company has forged partnerships with Pos Malaysia, Sime Darby Motors, and Tupperware Brands Malaysia to further enhance the sustainability initiatives.

Stay updated with Sime Darby Property’s Go Green – Let’s Celebrate Raya Sustainably fabric collection drives and other Jom Raya activities on Sime Darby Property’s official website and Instagram.