Julia Chong left a high-flying corporate career to set up a new company. What sets it apart is not just its unique name but the reason it exists, to give 100 per cent of its profits to charity

By CHOK SUAT LING

For many, the word TLC conjures up warm and cosy images that leave a fuzzy feeling of tenderness and love. For others, it is an all-girl American R&B pop band.

But for the orphaned, abused, disabled, abandoned, elderly and sick, it is set to mean much more. TLC is the acronym for Truly Loving Company Sdn Bhd, established by Julia Chong several months ago with one sole purpose, to help the underprivileged and disadvantaged.

How it hopes to achieve this is unique and TLC is said to be the first company in Malaysia, perhaps even the world to adopt such business model. The company will channel every sen of its profits to charity after deducting costs. Chong, TLC's first director and chief executive officer, says the company was set up to be a socially responsible one and will use a corporate profit model to market its products to consumers through retail outlets. TLC incorporated in July 2006 with a RM2 million paid-up capital, will operate like any other company but with specific charities as "shareholders".

"Our business model is structured to be self-sustaining and requires absolutely no public donations," says the vivacious and perfectly coiffured Chong, who looks younger than her 55 years. TLC's household and personal care products, such as soaps, shower creams, hand wash and dishwashing liquid, are already on sale at a leading pharmacy, provision and grocery stores and Chinese medicine shops nationwide. There are 15 products carrying the TLC brand.

The products, conceptualised by Chong and manufactured locally, carrying a "All Quality, All for Charity" tagline. Chong is in talks with hypermarkets and other large retail outlets for space to carry the products. According to Chong, her company will enable people to support charity in an undemanding, effortless way.

"We use soaps, shower creams and dishwashing liquid in our daily lives anyway. So why not use TLC? Our products are competitively prices, from RM3.90 to RM12.90 and are of high quality."

Four charities have been selected to be the initial recipients - Hospis Malaysia, Rumah Aman, Shelter, and the Handicapped and Mentally Disables Children Association Johor Baru. Chong went "undercover" and visited a number of shelters and homes across the country before selecting the first group of four. "I chose a cross section of charities representing various groups of disadvantaged people. The number of recipients will slowly be increased." Chong used her own RM1 million to start up the company. "There were parties who suggested I apply for financial from foundations but I decided to put in my money as I did not want to be beholden to any party."

She is aware that people are generally skeptical of charitable endeavours and may not be convinced of her intentions. "That is why I went through great lengths to ensure everything is open and transparent." Her stress on transparency is even reflected in the minimalist layout of TLC's office on the first floor of HP Towers in Kuala Lumpur. It has an open concept, with the management team seated among the staff.

She says company accounts will be published bi-annually while HSBC (Malaysia) Trustee Bhd will act as trustee for the charities. "I hold one ordinary share which entitles me voting rights and not any dividend or distribution. My co-director, Khaw Chay Tee, holds the other ordinary share, HSBC (Malaysia) Trustee Bhd hold the remaining 999.998 preference shares for the selected charities." TLC appears primed for success but when Chong first expressed her wish to leave a high-flying corporate career to realise her vision, her friends wondered whether she was doing the right thing. They asked her to reconsider as it was not wasy for a woman to break through the glass ceiling like how she had.

Her resume until then was illustrious. She was, among others, former deputy chairman and board member of the British Malaysia Chamber of Commerce; managing director for Reckitt Benkiser Malaysia, Singapore, Thailand and Indochina; general manager (marketing) for Unza Malaysia; executive director of Hexza Mather; and research analyst for Barclays Bank Trust Company, London.

"Some thought I was crazy. But it has always been my dream to give something back to society. I had conceptualised the idea for this company since I was in my 30's." "I spent 30 years serving several multinationals and have management expertise in turning around businesses, developing brands and managing the consumer market. I understand this industry and have a vast network. I am simply putting to good use my huge experience."

"Life is a journey. Now I am in my last 200m and have had enough. I have helped multinationals make millions of ringgit, so let me now use my skills and business network to raise income for charities." Chong had shared her dreams with her late husband Lawrence Teoh, a layer and children Jonathan and Victoria. She had their support."But I decided to wait for my children to be independent first before launching this company. Jonathan is an architect now and Victoria will graduate with a medical degree soon." She smiles: "I discussed with them my vision as it involves their inheritance. They told me to go for it and that it will be more valuable legacy to leave them rather than houses or cars.

"Jonathan helped me with the office design. He transformed what I have in my head into reality."Chong feels her life is truly blessed. "I have had a successful corporate career, my children have turned out fine, and I have found happiness again after the grief of losing my husband eight years ago."My dreams have been made possible with the support of a highly capable and professional team, and many other parties who believe in TLC's cause."