Kuala lumpur: Lembaga Tabung Haji (TH) has rejected as false and defamatory allegations that it spent RM20 million on rebranding. In a statement, TH clarified that the actual cost for the brand rejuvenation process was RM2 million per year over a three-year period.

According to BERNAMA News Agency, efforts to strengthen the brand have been carried out several times as an important investment to change mindsets and attract Muslims to save systematically in order to meet the requirements for performing the haj. TH stated that the rebranding process also involved market surveys and engagement with depositors to better understand their needs while considering demographic shifts within the Muslim community in Malaysia.

TH refuted claims suggesting that there was no need to strengthen its well-known brand after 60 years of operation. Currently, TH has 9.6 million depositors, representing about half of Malaysia's Muslim population. Furthermore, more than 53 per cent of depositors have savings of less than RM1,300, which is far below the estimated RM15,000 required for a pilgrim from the B40 group to perform the haj in 2025.

Over 80 per cent of depositors' financial transactions are conducted online. In response, TH plans to launch a campaign encouraging Muslims to save early, consistently, and systematically to build sufficient savings, while ensuring stable investments for the institution's sustainability. TH's Board of Directors has decided to review the agency's strategy to remain competitive, provide better services, and attract more young Muslims as depositors.

The issue of TH's rebranding cost was raised by Pengkalan Chepa Member of Parliament Datuk Dr Ahmad Marzuk Shaary in the Dewan Rakyat last week during the debate on the 13th Malaysia Plan. Meanwhile, Minister in the Prime Minister's Department (Religious Affairs) Datuk Dr Mohd Na'im Mokhtar, in a Facebook post, mentioned that he would address the matter during the winding-up session for his portfolio in the Dewan Rakyat on Monday.