Green Technology: Home-grown company moving up in industry
If Lee Choo Boo, Group MD and CEO of ItraMAS Group, has one frustration in life it is that there just aren’t enough hours in a day. Juggling his time between the company’s headquarters in Kuala Lumpur, its manufacturing facility in Penang, and his extensive travel overseas, his commitment to innovation and research is a key driver for the company as a whole.
“I started my career with a global multinational in Penang. At the time, Penang was just establishing itself as a manufacturing hub for electronics. I found that while many global companies were happy to manufacture in Malaysia, they believed that Malaysians were not capable of driving innovation or research and development. This was very frustrating for me, as I knew I had many capable and highly qualified colleagues. When I started ItraMAS 12 years ago I knew this was something I would change, and I’m glad to say we have.”
Today, ItraMAS has a dedicated team of engineers with a combined experience of more than 50 years exploring the possibilities of LED not just in terms of improving quality but also the development of new products.
The company is also committed to forging strong partnerships and establishing industry links with leading multinationals around the world. “This is a global business. It’s really important to stay in touch with what’s happening everywhere else. This is part of the excitement of being involved in an industry that’s in a rapid growth phase,” says Lee.
In the 12 years since it started, ItraMAS has gone from strength to strength. With a presence in South Africa, Europe, the US, Japan and South America, it is now looking to make its mark at home here in Malaysia.
“We’re seeing real commitment by the government now to reduce energy consumption,” says Lee. “It’s not just a domestic need, it’s of global concern, but even if you don’t care about saving the planet, everyone cares about the electricity bill.
“It has taken many years but I think finally people are seeing the light,” he says. “The industry as a whole is poised to take off, especially with the commitment from the government who has pledged to support the development of energy efficient technologies. We have the technology. We just have to educate people to understand the potential and benefits of LED, and this industry will fly.”