If you've never heard of KasehDia, it is no surprise. Possibly the most innovative and pioneering company aimed at providing consultation and research for al- things halal, KasehDia is the labour of love of 33-year-old Jumaatun Azmi, who has been content to remain behind the scenes. But with a RM 2.5 million movie project about superhero brothers under her wing, the time has come for her to show some of her own superpowers to the world.

By Pauline Wong

Malaysian Today: Share with us a little about yourself.
Jumaatun Azmi: Well, I grew up in Kuala Lumpur, so I am a city girl born-and-bred. I completed my Communications degree at the University of Hartford, United States, and returned to Malaysia to work as a journalist at a local English daily for four years before I put all my efforts into KasehDia. I am also a mother of three "monsters"! They are my pride, my joy and my life.

Q: Tell us more about KasehDia.
A: The first seeds of KasehDia began when I was just 23. I had come to realise that there were no Islamic products that appealed to me, or that were contemporary. And while I was on holiday with my family in Australia, I was surprised and a little bit irked by the fact that there were no definitive halal food guides for Muslim travelers. So in 1999, I created my first product, a calendar with Quranic verses. It didn't launch my career or anything (laughs) but my first and biggest success was the Halal Guide series, which was launched in 2003. Since then, KasehDia has gone from strength to strength. KasehDia can claim fame to the creation of the largest halal forum in the world, The World Halal Forum, as well as the creation of the Halal Guides and the internationally recognised Halal Journal. The World Halal Forum was first held in 2006, and saw over 400 delegates from 27 countries, including attendance by various multinational companies. Over the years, it has grown to over 900 delegates from over 50 countries. Our expertise is combining communication, commerce and Islamic philosophy - we are communicators. We invite experts and provide platform that is conducive to what we want to achieve

Q: What were the challenges you faced during the early stages of KasehDia?
A: When I was looking for the loan to start KasehDia and the halal guide, I had a vision of what KasehDia was going to be, but the bankers didn't. They had categorised me as extremist or religious (with negative connotations), and not modern or business-minded. They asked me: What, are you going to list down all the nasi kandar/nasi campur places in the world? I told them that I intended to create a definitive halal food guide of all kinds of halal food - Mexican, Chinese, so on and so forth, but they were skeptical. So I went away quite dejected.

Q: Why didn't you give up?
A: Because of a few things; I've always been curious and interested in spirituality. I am naturally drawn to it. Having also a keen interest in design and art, I naturally was impressed by the level of quality and beauty found in the products of other religions, be it Christianity or Buddhism. But for whatever reason, Muslims around the world have failed to express the beauty of the Islamic message in a more appealing and attractive form. That was my vision. And I also thank my parents for the upbringing I had that kept me determined to do this, and not to let rejection get me down. Still, the loan was approved in the end!

Q: What are you currently working on to continue the success of KasehDia?
A: My latest project is the action-thriller movie, HAQ. It is a locally produced movie, and it will be about two brothers who have superpowers and constantly clash in a battle of good and evil. It will be CGI-driven, very action packed, and will be like nothing Malaysians have ever seen before. It is going to be amazing and I am incredibly excited! I had a vision of a truly Malaysian Muslim hero, but he is not just for Malays, he's for all Malaysians.

Q: How do you juggle all that and your three children?
A: Well, admittedly, sometimes I juggle kids and work well, sometimes I don't! But I spend a lot of time with them. I am, after all, very non-conventional! Sometimes I work from my bed, sometimes I work at the office, but I am just lucky I am able to spend time with them and have lunch with them and all that.

Q: Do you set aside time for yourself then?
A: Oh of course! If I didn't I'd go crazy! (laughs) I enjoy horse riding, taichi, movies, reading... loads of things.

Q: What do you consider your greatest success?
A: Just how KasehDia has grown. I started KasehDia doing everything myself, and now I have 30 employees, who are like a family to me. When I look at the people I work with, I feel that it's all worth it. We started so small and we've come so far. I only hope to be able to create an environment where they are happy and productive, and where they can grow and move up in the company.

Q: Greatest regret?

A: Nothing. I can't remember! I believe we should never dwell on our mistakes, because everything happens for a reason - I look back and all the supposed 'mistakes' I've made have turned out to lead me to something else, where I have learnt something from. There are no coincidences in life and everything is fated.