JULIA CHONG is defying all the rules of business by running a company that donates 100 per cent of its dividends to charity.

THE next time you stop by a supermarket or a pharmacy to do your household shopping, watch out for a new line of products that are being sold under the brand name "TLC." The range includes shower crème, moisturising handwash, moisturising soap and dishwashing liquid, all priced competitively and sold under the tagline, "All quality, all for charity."

That isn't an empty marketing boast. "TLC" stands for the Truly Loving Company Sdn Bhd, which business veteran Julia Chong set up a year ago. The company runs like any other, with staff, shareholders and a smart office at HP Towers in Bukit Damansara. But as its founder and Chief Executive Officer, Julia has stipulated that 100 per cent of its dividends goes to registered charities that TLC has vetted and established a relationship with.

"Malaysians are very caring and kin," Julia says, "but we've become so busy and don't have time to help. Sometimes we don't know how to do it. But TLC is saying that we don't even need your time. You can help in the normal course of your daily life. When you wake up in the morning and take a shower, do it with our crème. If you need to wash dishes, use our dishwashing liquid. They're good products, but you'll also know in your heart that you've helped."

Julia set up the company with RM1 million of her own money and has structures TLC in such a way that its mission to be a source of charity funding will not be compromised. She holds one ordinary share woth RM1 that allows her to manage the company, but not earn any of the dividends. Lawyer and co-director Khaw Chay Tee holds another share, and gives TLC legal guidance and corporate advice free of charge.

The remaining shares are held by HSBC (Malaysia) Trustee Bhd on behalf of the charities. "These are non-redeemable, non-convertible shares, so even if we go belly up, the money all goes to the charities," she says.While it may seem excessive to some for TLC to channel all its dividends to charity, Julia says there simply isn't any other acceptable way to do it.