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Royal support: How consort’s approval helped KL frozen brand weather pandemic business chill Malaysian frozen food business Tisha’s is trying to keep pace with demand thanks to royal approval and a pivot to social media, just a year after fearing for its future. Faced with strict lockdowns after the pandemic emerged in the country, chief executive Shamsul Shah Sulaiman saw a fraught future for the company, with its business model that engages a legion of sales agents to knock on doors and sell directly to consumers. “ We had no idea which way it would go. Malaysia was under lockdown and we didn’t know if anyone was going to buy our products. We didn’t even know if we would get supplies of materials and packaging. It could have gone any way,” recalled Shamsul. ....