Grocery shopping can be pretty painful lately. Prices creeping up faster than you can adjust your budget. Eggs, rice, cooking oil, fresh meat… even basic items that used to feel cheap are starting to pinch.
That’s why the Program Jualan Rahmah has been such a relief for many Malaysians.
It’s not a discount card or a one-off voucher – it’s a nationwide effort to bring down the price of essential goods through special government-backed sales held at supermarkets, local markets, and community events.
And the best part? Anyone can benefit.
Whether you’re a B40 family trying to stretch your grocery budget, or a student managing your weekly expenses, Jualan Rahmah is designed to make essentials like rice, sugar, chicken, and eggs a little more affordable.
Let’s unpack how it works – and how you can take advantage of it.
The Story Behind Jualan Rahmah
“Rahmah” means compassion, and that’s exactly what this programme is built on.
The concept began under the Payung Rahmah initiative, launched by Malaysia’s Ministry of Domestic Trade and Cost of Living (KPDN) in early 2023.
The government wanted to find immediate, practical ways to help Malaysians manage daily expenses without waiting for long-term policies to take effect.
So, instead of direct cash aid, they introduced Rahmah-branded programmes that work hand-in-hand with the private sector – from restaurants and supermarkets to mobile service providers.
Here’s the idea in a nutshell:
- Businesses offer discounts or special promotions under the “Rahmah” label.
- The government supports or coordinates the campaigns through KPDN.
- Consumers get to enjoy lower prices on daily essentials, meals, and even electronics — all without needing a registration or card.
The most popular branch of that initiative?
👉 Program Jualan Rahmah (PJR) – the affordable goods campaign that brings cheap groceries directly to neighbourhoods across Malaysia.
What is Program Jualan Rahmah (PJR)?
Program Jualan Rahmah is a nationwide affordable goods campaign launched by the Ministry of Domestic Trade and Cost of Living (KPDN).
It works like a mobile fair or pop-up market where selected essential goods are sold at discounted prices – typically 10% to 30% cheaper than regular retail.
These sales are held regularly in urban, semi-urban, and rural areas. From supermarket parking lots to community halls, Jualan Rahmah are open to everyone, not just welfare recipients.
Common Items Sold Under Jualan Rahmah Include:
- 🍚 Rice and flour
- 🍗 Chicken, eggs, and fish
- 🥬 Vegetables and fruits
- 🛢️ Cooking oil and sugar
- 🧻 Toiletries and basic household goods
Each sale features different product assortments depending on the region and local demand. Some even include Rahmah bundles (e.g., 5 essential items for RM30) for easy bulk shopping.
How Does Program Jualan Rahmah Work?
Unlike traditional subsidies, Program Jualan Rahmah doesn’t give out cash or vouchers. Instead, it works directly with suppliers, wholesalers, and retailers to bring prices down temporarily during each sale.
Here’s how the model works:
- KPDN coordinates with supermarket chains, cooperatives, and local traders.
- The ministry ensures participating sellers agree to a fixed discount margin on key items.
- Sales are held in accessible locations (public markets, malls, rural halls).
- The public walks in and shops – no registration, no eligibility check.
Prices are clearly displayed, and most events last one or two days, though some supermarkets have ongoing Rahmah sections year-round.
Where and When Are Jualan Rahmah events held?
Good news: these sales happen regularly across all states.
You’ll often find them announced by:
- KPDN’s official social media pages (Facebook, Instagram, X/Twitter)
- Local councils (PBTs) and state offices
- Posters or banners at nearby supermarkets and pasar tani (farmer’s markets)
Typically, there are dozens of Jualan Rahmah events every week nationwide.
In major cities like Kuala Lumpur, Johor Bahru, and Penang, events are held at large retailers such as Mydin, Econsave, and Giant, while in rural areas, mobile trucks and temporary stalls bring the sales directly to communities.
For example:
- Mydin Rahmah Sales might offer discounted cooking oil, sugar, and rice.
- Co-op Rahmah events by Angkatan Koperasi Kebangsaan Malaysia (ANGKASA) bring essentials to smaller towns.
- KPDN’s Mobile Jualan Rahmah trucks deliver goods to rural and island areas.
How Much Can You Actually Save?
Savings vary depending on the event, but most shoppers typically report spending 20–30% less compared to normal retail prices.
For instance:
| Item | Normal Price | Jualan Rahmah Price | You Save |
|---|---|---|---|
| Cooking oil 1kg | RM6.90 | RM5.50 | RM1.40 |
| Rice 10kg | RM28 | RM22 | RM6 |
| Eggs (Grade B, 30s) | RM15.50 | RM12.50 | RM3 |
| Chicken (whole) | RM10.90/kg | RM8.90/kg | RM2 |
That may not sound like much, but when you’re buying weekly groceries for a family, those savings can easily add up to RM100–RM200 per month.
Who Benefits The Most from Jualan Rahmah?
While anyone can shop at Jualan Rahmah, it’s especially meaningful for:
- B40 households managing tight grocery budgets.
- Senior citizens and single parents who rely on fixed incomes.
- Students and young workers in high-cost cities.
- Rural communities with fewer supermarket options.
And because no registration is required, foreign residents in Malaysia can also benefit – whether you’re a migrant worker or an international student.
That’s part of what makes Jualan Rahmah unique: it’s inclusive by design.
Other “Rahmah” Initiatives You Should Know
Program Jualan Rahmah is part of a larger network of cost-of-living measures known collectively as Payung Rahmah.
Here are a few related initiatives worth mentioning:
- Menu Rahmah: Affordable meals priced at RM5 or less, available at restaurants nationwide.
- Pakej Rahmah: Discounts on electronics, broadband, and consumer goods.
- Rahmah Sales at Hypermarkets: Permanent discounted sections within retailers like Lotus’s and Mydin.
- Rahmah Fairs: Large-scale events that include both food and household goods at discounted prices.
Together, these programmes make up the government’s “whole-of-society” approach to combating rising living costs – by getting both the public and private sectors to collaborate.
How Jualan Rahmah fits into the BUDI MADANI vision
By now, you’ve probably noticed that “Madani” keeps coming up in our articles – from BUDI95 (fuel subsidy) to MyKasih (food aid) to STR (cash assistance).
That’s because all these initiatives are connected under Malaysia’s BUDI MADANI framework – a vision of shared prosperity built on compassion and fairness.
In this ecosystem:
- STR (Sumbangan Tunai Rahmah) provides cash aid.
- MyKasih (Cashless food aid) ensures food access.
- BUDI95 (RON95 fuel subsidy) keeps fuel affordable.
- SPM (Skim Perubatan Madani) ensures free medical care.
- RMR (Skim Rumah Mesra Rakyat) helps families build homes.
- PJR (Program Jualan Rahmah) brings daily essentials within reach for everyone.
It’s not just about discounts or subsidies – it’s about ensuring no Malaysian is left behind in the face of rising costs.
What’s The Impact of Jualan Rahmah on Malaysians?
Since launching in 2023, over 3 million Malaysians have benefited from Jualan Rahmah events.
In some states, community feedback has been so positive that KPDN expanded the programme to include more frequent sales, especially during festive seasons like Hari Raya and Deepavali.
For small traders and cooperatives, it’s also a boost – many local suppliers get a platform to sell their goods under the Rahmah banner, increasing their reach and sales volume.
How to find upcoming Jualan Rahmah events
Here’s how you can stay updated:
- Follow KPDN on Facebook: they post weekly schedules by state.
- Check your local council’s social media for announcements.
- Look out for banners and posters at supermarkets, pasar tani, and community centres.
- Ask your local assemblyman’s office (ADUN): many coordinate events in their constituencies.
Pro tip: Bring your own reusable bags and go early – Rahmah items sell out fast!
What’s next for Program Jualan Rahmah
The government has already signalled that Program Jualan Rahmah will continue through 2025 and beyond, with plans to:
- Expand to more rural areas and Sabah/Sarawak interiors.
- Introduce Rahmah Festive Markets for seasonal essentials.
- Work with e-commerce platforms to offer online Rahmah deals.
- Integrate pricing data into consumer apps so shoppers can find the best deals nearby.
If all goes as planned, Program Jualan Rahmah could evolve from a temporary price relief effort into a long-term fair pricing ecosystem.
Final Thoughts
Groceries, electricity, and transport costs aren’t getting cheaper anytime soon. But Malaysia’s Rahmah initiatives, especially the Program Jualan Rahmah, show that small, consistent efforts can make a real difference.
It’s not a handout, and it’s not charity. Consider this as a smart collaboration where businesses, communities, and the government come together to make everyday life a little easier for everyone.
So the next time you see a Jualan Rahmah banner near your local market, don’t scroll past or drive by. Swing by with your tote bag – you might just save enough on rice and chicken to treat yourself to a nice Menu Rahmah lunch after.
Because sometimes, the best perk isn’t online. It may be right at your neighbourhood parking lot.