By Mei Kuan
Established along Jalan Raja Ekram, century-old Noor Jahan Bakery is a familiar sight and pride of many growing up in Ipoh. Run by four generations of a family from 1902, Ipoh Echo recently spoke to Habib Rahiman P. Mohamed Salleh, the present owner of Noor Jahan Bakery to learn more.
“The family business was started by my grandfather, continued by my father, myself and now my son. The shop was named after my sister. Initially it was fully a bakery, but in the last 20 years, we started adding on some groceries for sale to supplement the income of the bakery. Back then, there were two other bakeries here called French Bakery and Paris Bakery; both had ceased operations,” the Ipoh boy, who celebrated his 64th birthday mid-February, recalled.
Complete with affordable price tags, about 30 varieties of baked goods are freshly crafted in-house daily using the family recipe. From french loaves, buns of various fillings, breads, doughnuts and cupcakes to decorated whole cakes—you name it! Do take note that most breads can be kept up to 4 days only.
“Our famous doughnuts, priced at just RM0.80 each, are a crowd-favourite. Simply coated with sugar, people enjoy its soft texture. Some enjoy it plain without sugar too,” shared Habib who easily lists the baked goods in multiple languages as customers from all walks of life drop by.
According to him, the number of customers frequenting the premises has dwindled by 80% due to the COVID-19 pandemic: “We have customers of all ages, with some who used to come all the way from Kuala Lumpur among others (prior to the ban on inter-state and inter-district travels).”
“Staying true to our traditional, family recipe, we do not alter it. This is because we find that consumers prefer the familiar taste, being a long-standing shop. For example, if we were to create something new, customers would usually only try it once when it’s newly released and then seek their regular items the next visit,” the amiable Habib added.
Operating with strict adherence to the health and safety standard operating procedures, Noor Jahan Bakery opens from 9am till 10pm daily. It is located at No 7, Jalan Raja Ekram, 30450 Ipoh. The bakery can be reached at 05 2544403.