KUALA LUMPUR: Cosway (M) Sdn Bhd, which launched Muslim-friendly brand "Dignita" today, aims to have 50%-60% of Malay stockists in 1½ years' time to deepen its presence in the Malay direct-selling market, from 30% now. Cosway executive director Dr Alice Lee said the homegrown direct-selling company has 530 stockists currently. "Cosway is known to be Chinese-centric but we're doing a rebranding. We want to expand our horizon and target audience. It's only normal for us to go into the Malay market and to give back to our Malay stockists. We have a good number of Malay stockists and this is a right time to venture into the right product and 'give back' to them," she told a press conference after the product launch here today. The Dignita brand celebrates the empowerment of women and is positioned as trendy, fashionable, youthful and Muslim-friendly. Cosway has teamed up with Naelofar Hijab to come out with the first limited edition of "Dignita" printed satin scarf collection, which will be exclusively distributed by Cosway nationwide and online through Cosway's website. Cosway today also launched Diamond Royale by Beautycode, a premium line luxury skincare from Switzerland. Diamond Royale, being "pro youth", comprises six products containing the groundbreaking Age Correct Complex and adopting self-regenerative stem cell technology to bring skin back to its youthful state. Berjaya Corp Bhd executive chairman Tan Sri Vincent Tan expressed confidence that Dignita will spearhead Cosway's penetration into the Malay direct-selling market environment. He said the introduction of new products such as Diamond Royale and Dignita by Cosway will provide more options for its members to promote in the competitive direct-selling environment. This month, he said, Cosway added a new feature in its business model, which is the e-centre, an online one-stop centre without the hassle of handling stock and inventory. Members who act as e-centres will enjoy another source of income besides the bonuses, with commissions of up to 15% of the sales they manage, said Tan. "We believe this is what the younger generation will embrace because it's online and will provide convenience for members and consumers." Tan also announced that, effective today, Cosway is implementing zero-rated GST for all its products nationwide, ahead of the June 1, 2018 date set by the government.