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TOP, the Putra Brand Award 2019 Platinum winner for the household product category, in collaboration with TESCO has launched a charity fundraising campaign to provide back-to-school necessities for children from three Orang Asli settlements in Pahang and Perak.

The brand believes that every child, should have the right to education and has been supporting children from charity homes from ages 7 to 17 years with back-to-school necessities via its ‘A Brighter Future with TOP’ or ‘Cerahi Kehidupan Bersama TOP’ Corporate Social Responsibility (CSR) programme for the past four years. More than 1,800 children from 76 Non-government organisations benefitted.

The campaign returns this year with a new focus on rural communities, easing the financial burden of Orang Asli families in Pos Tenau, Kuala Rompin and Sungai Lembing by providing new uniforms, shoes, socks, school bags, stationery sets. For the first time, school exercise books and workbooks will also be part of the contribution for each student.

The campaign will see 30 cents from the sales of selected TOP products from all TESCO outlets nationwide and through Tesco Online from 15 November to 15 December, 2019 channeled towards providing back-to-school necessities for Orang Asli children.

The Orang Asli make up just 0.7% of the Malaysian population, with some communities living below the poverty line. According to the Malaysia Education Blueprint 2013 – 2025, the transition of Orang Asli students from primary to secondary school was 73.1% compared to the national average of 87.19% in 2017, while the average attendance rate of Orang Asli students in primary schools is at 87.4% lower than the national average[3].

Through the Brighter Future with TOP CSR initiative the brand hopes to motivate children from these communities by equipping them with new back-to-school supplies so they want to go to school, thus improving their attendance, and academic performance.

Developed by Lion Corporation, Japan, TOP is known for championing the concept of hygienically clean living to encourage cleaner laundry, more comfort and a better sense of well-being through its continuous breakthrough innovation.

“The objective of the campaign is to encourage school attendance and participation by providing tangible support in the pursuit of education, through the provision of uniforms and school essentials while boosting self-esteem and self-image, educating them on importance of education in life and presenting a clean, neat and well-groomed appearance,” said Southern Lion Sdn Bhd, Marketing Manager (Fabric Care Division) Ms Ling Ai Li .

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