T
he enduring success of Mak Rusmah Cookies, a Kampung Baru-based business founded in 1985, can be attributed to the generosity of its late founder, Rusmah Makum, and the irresistible charm of her festive cookies and traditional treats.
The business began with kuih bangkit, a traditional cookie recipe the late Rusmah learned during a course she attended in Keramat in the early 1980s—alongside the mother of the Tengku Permaisuri of Selangor, Tengku Permaisuri Norashikin. Today, Mak Rusmah Cookies produces a wide selection of both modern and traditional treats.
“My late grandmother was always generous in sharing her knowledge and recipes with her staff. In fact, many of the festive cookie entrepreneurs in Kampung Baru today are former employees of Mak Rusmah Cookies,” said Nur Farah in an interview with Bernama.
--BERNAMApix
Rusmah, who died last year at the age of 85 due to kidney complications, left behind a legacy now carried forward by her 31-year-old granddaughter, Nur Farah, who is determined to bring Mak Rusmah Cookies onto the international stage.
Situated in the heart of Kuala Lumpur, Kampung Baru is often dubbed a food haven, with almost every street lined with eateries, food stalls, and shops offering everything from cookies to traditional Malay delicacies. It’s no wonder the area draws food lovers eager to savour time-honoured flavours passed down through generations.
ONE OF THE EARLIEST FESTIVE COOKIE SHOPS
Although she was not yet born when her grandmother started the business, Nur Farah grew up hearing stories about the early days of Mak Rusmah Cookies from the late matriarch, who was born and raised in Kampung Baru.
"In the early stages, my grandmother started on a small scale at home using three small electric ovens and was assisted by two workers. Initially, she only took orders during the festive season, but later the business operated year-round selling traditional cookies, growing to the point of being able to hire 20 workers.
"There were no orders at the beginning. Grandma would start making festive cookies three months in advance. One month before the festive season, she focused solely on Kuih Bangkit Santan because its preparation is complex and requires precision. She had to cook the kaya jam and fry the wheat flour," she shared.
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According to her, at the height of the business, her late grandmother opened a branch in Meru, Klang, Selangor, assisted by all three of her children — both sons and daughter.
However, the Meru branch had to be closed after the passing of all three children. The youngest son, who managed the business, died in 2013 in a road accident, leading to the closure of the branch. The second son passed away in 2020 from multiple organ failure, and the eldest daughter succumbed to cancer in 2022.
In fact, said Nur Farah, her grandmother continued working right up to her final days.
Reflecting on what made Mak Rusmah Cookies stand out, she said her late grandmother placed strong emphasis on both quality and quantity—key factors in building and maintaining a loyal customer base.
“Grandma always reminded us to fill up the jars fully—there shouldn’t be space for the cookies to move around.
“If not, my grandmother would ask the workers and me to refill the cookie jars… each jar usually contained more than 60 pieces,” she explained, adding that she began helping her grandmother during her early 20s and eventually took on the business full-time after the passing of her family members and as her grandmother’s health began to decline.
Offering 22 varieties of festive cookies, including semperit, mazola, pineapple tarts, almond London, makmur, and suji Brunei, Nur Farah said these cookies remain the top picks among customers.
“For pineapple tarts, some sellers use ready-made pineapple jam, but not us. We make our own from scratch—grating the pineapple and cooking it down into jam. The same goes for almond London cookies. We use a whole almond for each one, not just half,” she said, adding that she quit her job at a hotel in Bangsar in 2022 to carry on the Mak Rusmah Cookies legacy.
PRICES REMAIN AFFORDABLE
Meanwhile, while most businesses have raised their prices in response to the rising cost of raw materials, Mak Rusmah Cookies has maintained its original pricing—ranging from RM15 to RM27 per jar, depending on the size.
“When we first started, a jar of cookies containing over 60 pieces was sold at RM12. Over the years, prices have gradually increased in line with rising costs. However, we still offer affordable prices, including wholesale rates, as most of our customers resell the cookies elsewhere,” she said.
Nur Farah Nasaruddin.--BERNAMApix
With market prices now ranging from RM35 to RM40 per jar, Mak Rusmah Cookies continues to offer a more affordable alternative.
On this, Nur Farah shared that she intentionally keeps the prices reasonable to ensure customers aren’t burdened and can still enjoy a variety of festive cookies during Aidilfitri.
“I want our customers to continue enjoying my grandmother’s cookies and traditional treats without feeling the pinch. Although costs have increased, I do my best to manage them. My priority is our loyal customers—to make sure grandma’s cookies remain a festive favourite,” she said.
This year, Mak Rusmah Cookies has prepared 9,000 jars of festive cookies with the help of 15 workers.
--BERNAMApix
Nur Farah said the highest recorded sales peaked at 25,000 jars between 2011 and 2016.
She expressed pride in continuing her late grandmother’s legacy and noted that customers have remained loyal, despite the business changing hands.
“Alhamdulillah, many of Mak Rusmah Cookies’ customers have remained loyal from the beginning until now. Most are from Kuala Lumpur, Selangor, Kelantan, Johor, Perlis, and even Singapore. In addition to customers, wholesalers also buy from our shop,” she said.
When asked about the secret to Mak Rusmah Cookies’ appeal, Nur Farah said she grew up observing how her grandmother warmly interacted with every customer.
“Grandma remembered every customer who ever came to the shop. During her lifetime, she would sit in the chair in front of the house, treating each customer like a child or a friend. Her smile never faded. God willing, I will continue her legacy,” said the eldest of three siblings.
As for her future hopes, Nur Farah said she aspires to elevate the Mak Rusmah Cookies brand nationally while preserving traditional cookies from fading into obscurity.
“I also hope to enter international markets and plan to open the store year-round. Right now, Mak Rusmah Cookies only operates during the three-month festive season—Aidilfitri and Aidiladha,” she said.
