Cover image via SAYS
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In the bustling landscape of Malaysian retail, a new name is rapidly making its mark: BilaBila Mart
Defined as a "convenience grocer", BilaBila Mart offers fresh produce and operates between 12am and 2am on Friday and Saturday, and has quickly expanded to 100 stores in five years.
But behind this fast-growing brand, currently on a run rate of RM150 million in annual revenue, is the remarkable story of its co-founder, Lee Hui Jing, better known as Jing, whose journey is a testament to resilience and grit.
Jing's story is not one of privilege. Growing up in a family facing severe financial distress, her childhood was marked by hardship.
Her father's failed business plunged the family into debt, forcing them to deal with the constant pressure of loan sharks.
"Our household was always running on a negative," Jing shared when we met her at the opening of BilaBila Mart's 100th outlet at D'Erica Residences in Petaling Jaya.
She recounted that the experience made her feel the need to grow up quickly. At just 15, she walked through Mid Valley Megamall looking for a job with little success, until a boutique eventually hired her for just RM4 an hour, below the minimum wage.
This marked the start of a long road of working while studying, juggling jobs at a fast-food outlet and a body and beauty product store.
Despite the immense challenges, Jing never lost sight of what her mother told her could change her destiny: education.
"Because we were poor, my mother said education is the only thing that could change my destiny. So, that's why… I am very competitive in nature," she said.
Her hard work paid off spectacularly when she scored 11 A's in her SPM examinations.
BilaBila Mart co-founder Lee Hui Jing giving us a tour of the 100th store at D'Erica Residences.
Image via SAYSHer corporate career began by winning a business plan contest, earning her a job at a prestigious company
This granted her a "fast pass" to the director interviews and a spot in their management trainee programme.
Starting at RM3,500 a month, her salary grew to nearly five figures within six years.
She credits the company for building her foundation, particularly its corporate culture that valued compassion and diversity, a value she now champions at BilaBila Mart, striving for a workforce that mirrors Malaysia's multiracial makeup.
After six years, an unexpected detour led her to the insurance field. Although the pay was lower, the role provided a financial cushion that later became crucial.
Her first foray into the convenience store business with her now-husband and other partners soured when she was met with shocking misogyny
During one dramatic encounter, a partner told her, "Jing, just get out of business, ask your husband to feed you."
Initially shocked and filled with self-doubt, she eventually realised the comment was unacceptable and walked away from the partnership.
Undeterred, Jing, her husband, Tan Hai Liang, and their current partner, Paramjit Singh Gill Gurdev Singh, founded BilaBila Mart, pouring their savings of about half a million ringgit into the first outlet.
They opened their doors just two days before the nation went into its first COVID-19 lockdown. This crisis forged what Jing calls a "firefighting spirit".
"Regardless of what happened, as long as you don't die, there's always a way to turn around. Believe in yourself.
"We all have a very strong survival instinct. You'll find a way out," she said, reflecting on the grit that kept them going.
From left to right: BilaBila Mart co-founders, Paramjit Singh Gill Gurdev Singh, Lee Hui Jing, and Tan Hai Liang.
Image via BilaBila Mart (LinkedIn)Today, BilaBila Mart is a powerhouse with ambitious plans to open 50 more stores next year, while eying a potential IPO
Jing said renowned property developer EXSIM is also one of their investors.
Despite a handful of established competitors, Jing believes there is plenty of room to grow. She points to markets like Thailand, Taiwan, and Japan, where convenience stores thrive even within metres of one another, as indicators of Malaysia's untapped potential.
A key differentiator is BilaBila Mart's curated product range. As a "convenience grocer", they offer items rarely seen at competitors' outlets.
Fresh produce, such as coconuts, fruits, and vegetables, remains available late into the night.
Additionally, about 50% to 60% of the products on their shelves are proudly Malaysian, a commitment that positions the chain as a vital platform for local entrepreneurs.
From a teenager earning RM4 an hour to the co-founder of a multi-million-ringgit company, Jing's journey is a masterclass in turning adversity into opportunity.
