PR1MA COMMITTED TO FULFILLING MANDATE TO BUILD HOMES FOR MALAYSIANS IN M40 GROUPPETALING JAYA, 8 MAY 2019: Perbadanan PR1MA Malaysia (PR1MA) lauds the government’s decision to continue with PR1MA’s housing programme, carrying forward its main objective to build quality homes in urban and sub-urban areas and making them affordable to the Rakyat particularly the middle-income (M40) group.To better fulfil its mandate and adapt to market conditions, PR1MA is currently undertaking a transformation exerciseand is well on its way to make its turnaround a success. The business transformation is a part of the strategy to ensure that the organisation is better aligned with the Government’s national housing agenda. A due diligence is currently being undertaken and is expected to be concluded in June this year.“As a Government entity, PR1MA is committed to ensure that its obligation with stakeholders including homebuyers is honoured, while at the same time, we are also embarking on a transformation exercise that will enable PR1MA to maximize the effectiveness of the change effort that is taking place within the organisation to further improve our business and operations,” said Mohd Nazri bin Md. Shariff, Acting Chief Executive Officer of PR1MA.In this regard, the response to PR1MA developments remains positive from potential home buyers. In fact, through the ongoing Home Ownership Campaign (HOC 2019), PR1MA has achieved sales bookings of around 10,200 homes with a sales value of RM2.56 billion, in less than three months of the launch of the HOC.Previously, Government-aided housing programmes were focused only on the lower-income group and this makes about half of middle-income Malaysian households unable to afford a house in the key market centres. As such, PR1MA was formed with the primary objective to serve as a catalyst that provides fairly-priced quality homes for the M40 income group in the urban and sub-urban areas.Furthermore, PR1MA’s development projects are also set to create a multiplier effect on the local economy as it helps to create value from the land while at the same time open up more jobs and business opportunities for the local communities.These and many other new initiatives are in the pipeline to deliver on the national housing agenda, in line with the Government’s aspirations to uplift the quality of life for the Rakyat.PR1MA remains focused on building houses and developments that create harmonious community living for homeowners, with quality features and amenities suited for the modern Malaysian lifestyle, such as multipurpose hall, playground, surau, child care centre and where possible, swimming pool.Currently, a total of 43,137 PR1MA units are in active construction.