‘Baking’ a Path to Empower Vulnerable Single Mothers  

WCT Partners with Ibupreneur for its Deepavali CSR Campaign to Equip 30 Mothers with Baking and Entrepreneurial Skills     

Petaling Jaya, 3 November 2023 – This Festival of Lights, members of the publicare invited to be a part of WCTGives’ ‘Bake to Success’ Corporate Social Responsibility (CSR) campaign by helping single, underprivileged mompreneurs to generate additional income through their baking talents. These mothers will be selling a variety of festive-themed baked goods from November 10 to 12 at a booth located at level CC of Paradigm Mall, Petaling Jaya.

Partnering with social enterprise Ibupreneur Malaysia (“Ibupreneur”), the WCTGives campaign by WCT Holdings Berhad (“WCT Group”), an investment holding company with businesses in engineering and construction, property development, and investment in and management of retail malls and hotels, is aimed at equipping 30 mothers with proper baking skills and entrepreneurial skills to foster financial independence. Following a baking workshop with Ibupreneur, selected mothers are given a complimentary booth courtesy of WCT Malls to run a bake sale.

Speaking at the launch of ‘Bake to Success” at Ibupreneurs’ production house, Selena Chua, Chief Executive Officer of WCT Malls Management noted that the campaign does not only allow the Group to celebrate the spirit of giving and empowerment during the Deepavali festivity, it also serves as a stepping stone in igniting the dreams of 30 vulnerable mothers to become independent entrepreneurs.

“We understand the plight of these vulnerable mothers which is why through our collaborative programme with Ibupreneur, we aim to offer them a chance to develop culinary expertise and the business acumen required to manage and sustain their own enterprises. Moreover, by providing a commerce platform at one of our WCT Malls, we believe that these mothers will eventually shine and earn the recognitions that they deserve by engaging with the community during the festive sale,” added Chua.

According to Ibupreneur’s Chief Executive Officer Aida Zunaidi, the mothers shortlisted for the partnership programme are the breadwinners earning a monthly income of less than RM4,000.00 and are supporting their dependents at home through various means. Amongst them are also single and retired mothers, to offer them a sense of purpose and community.

“WCT’s initiative came just in time as it offers an opportunity for these single mothers to augment their income, enabling them to joyfully celebrate the Festival of Lights with a bit more financial security and the means to cherish the festive season,” expressed Aida.

 ‘Baking’ a Path to Empower Vulnerable Single Mothers

Through the baking workshop that kickstarted today, the mompreneurs will be equipped with essential skills for crafting a Deepavali Delights Collection comprising murruku, Sugee cookies, Yam Coconut cookies and Blossom Delights cookies. In addition, they will also be receiving training in vital entrepreneurship skills to effectively market and sell their products at the mall.

“I would like to extend my heartfelt gratitude to WCT and Ibupreneur for granting me the invaluable chance to acquire new skills and boost my income. This year’s Deepavali holds special significance as it promises added joy, knowing that I can provide more for my cherished family, ” said Rajakanthsm A/P Vellusamy, 72 years old, who is one of the selected mothers for the programme.

Entering its second year, WCTGives is WCT Group’s pledge towards CSR programmes as an extension of the Group’s sustainability effort in giving back to society and the environment. The WCTGives’ ‘Bake to Success’ CSR campaign is part of the #WeCareTogether pillar that aims to enrich the lives of the community. The CSR initiative has garnered positive response from WCT employees, as numerous individuals have enthusiastically volunteered for the 2-day baking workshop and are actively supporting the sale of the baked goods within the Group.  

Commenting on WCTGives initiatives, Datuk Peter Chow, Deputy Managing Director of WCT Group said that the Deepavali CSR campaign is in line with the Group’s sustainability goal of Enhancing Livelihood and Empowering People. “The Group will continue its pledge to allocate a portion of its preceding year’s revenue to explore various avenues that will unlock potentials in building an equal and inclusive society,” added Chow.