E-cigarette startup wants to become Malaysia’s first unicorn

Vaping has become popular in Malaysia and abroad

Malaysian e-cigarette maker NSTY Worldwide, doing business as Nasty, seeks to become the country’s first unicorn, meaning a start-up with a valuation of more than $1 billion, founder and CEO Sharifuddin Bujang told New Straits Times in an interview released on July 8.

Bujang said he was “extremely optimistic” about the industry’s domestic and global future as the market for global electronic nicotine delivery systems, as e-cigarettes or vape products are officially called, keeps growing.

He noted that Malaysia has become one of the strongest markets for e-cigarettes in the world, and Malaysian brands led by Nasty have been “trendsetters” across the globe as the company is distributing its products, called “Nasty Juice” with different tastes and vape variants, in 80 countries worldwide.

Alternative to tobacco cigarettes

Nasty, founded in 2015, is marketing e-cigarettes, also known as “personal vaporizers” as an alternative to tobacco cigarettes. They are battery-operated devices that create a mist or vapor that is inhaled instead of smoke. The rechargeable battery powers a heating element called an “atomizer.” The element uses low heat to turn liquid in the cartridge, which contains propylene glycol, glycerin, food flavoring and nicotine, into a fog-like mist.

Nasty says it offers a number of e-cigarettes models. Some look like traditional cigarettes, others look similar to a pen and some look like small flashlights.

While the use of e-cigarettes remains controversial and is banned in some countries, regionally in Singapore and Thailand, Nasty is convinced that they are an effective alternative that helps smokers quit cigarettes for good, while also conceding that governments need to regulate nicotine vape products to ensure that they are manufactured to the highest standards for the benefit of consumers.

China’s RLX as role model for stock listing

Bujang is now on the outlook for investors to develop the company’s vaping technology further, create new products and expand in more countries, citing China’s RLX Technology as a role model.

RLX Technology started in 2018 as an e-cigarette producer and grew quickly to China’s largest e-cigarette brand with a market share of over 62 per cent. The company went public earlier this year and today has a market valuation of $14.1 billion.

“NSTY Worldwide is not far off from where RLX was pre-listing,” Bujang said.



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Vaping has become popular in Malaysia and abroad Malaysian e-cigarette maker NSTY Worldwide, doing business as Nasty, seeks to become the country’s first unicorn, meaning a start-up with a valuation of more than $1 billion, founder and CEO Sharifuddin Bujang told New Straits Times in an interview released on July 8. Bujang said he was “extremely optimistic” about the industry’s domestic and global future as the market for global electronic nicotine delivery systems, as e-cigarettes or vape products are officially called, keeps growing. He noted that Malaysia has become one of the strongest markets for e-cigarettes in the world, and...

Vaping has become popular in Malaysia and abroad

Malaysian e-cigarette maker NSTY Worldwide, doing business as Nasty, seeks to become the country’s first unicorn, meaning a start-up with a valuation of more than $1 billion, founder and CEO Sharifuddin Bujang told New Straits Times in an interview released on July 8.

Bujang said he was “extremely optimistic” about the industry’s domestic and global future as the market for global electronic nicotine delivery systems, as e-cigarettes or vape products are officially called, keeps growing.

He noted that Malaysia has become one of the strongest markets for e-cigarettes in the world, and Malaysian brands led by Nasty have been “trendsetters” across the globe as the company is distributing its products, called “Nasty Juice” with different tastes and vape variants, in 80 countries worldwide.

Alternative to tobacco cigarettes

Nasty, founded in 2015, is marketing e-cigarettes, also known as “personal vaporizers” as an alternative to tobacco cigarettes. They are battery-operated devices that create a mist or vapor that is inhaled instead of smoke. The rechargeable battery powers a heating element called an “atomizer.” The element uses low heat to turn liquid in the cartridge, which contains propylene glycol, glycerin, food flavoring and nicotine, into a fog-like mist.

Nasty says it offers a number of e-cigarettes models. Some look like traditional cigarettes, others look similar to a pen and some look like small flashlights.

While the use of e-cigarettes remains controversial and is banned in some countries, regionally in Singapore and Thailand, Nasty is convinced that they are an effective alternative that helps smokers quit cigarettes for good, while also conceding that governments need to regulate nicotine vape products to ensure that they are manufactured to the highest standards for the benefit of consumers.

China’s RLX as role model for stock listing

Bujang is now on the outlook for investors to develop the company’s vaping technology further, create new products and expand in more countries, citing China’s RLX Technology as a role model.

RLX Technology started in 2018 as an e-cigarette producer and grew quickly to China’s largest e-cigarette brand with a market share of over 62 per cent. The company went public earlier this year and today has a market valuation of $14.1 billion.

“NSTY Worldwide is not far off from where RLX was pre-listing,” Bujang said.



Support ASEAN news

Investvine has been a consistent voice in ASEAN news for more than a decade. From breaking news to exclusive interviews with key ASEAN leaders, we have brought you factual and engaging reports – the stories that matter, free of charge.

Like many news organisations, we are striving to survive in an age of reduced advertising and biased journalism. Our mission is to rise above today’s challenges and chart tomorrow’s world with clear, dependable reporting.

Support us now with a donation of your choosing. Your contribution will help us shine a light on important ASEAN stories, reach more people and lift the manifold voices of this dynamic, influential region.

 

 

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