The world of process analytics is a niche but crucial element in various industries, and Centrionics Sdn Bhd is making waves not just as a technology-driven enterprise but as a purpose-led business that’s transforming industries and giving back to society. At the helm is Woon Soo Chiat, Director of Centrionics, who recently sat down for an interview following the company’s win at the Golden Bull Award under the Emerging Bull category.
From Niche Technology to Industry Impact
Centrionics specialises in process analytical equipment, offering scientific instruments that help industries monitor and manage their operations—especially in sectors where precision is critical, such as wastewater treatment.
“Our equipment helps customers understand key process parameters like pH, COD (Chemical Oxygen Demand), and oil content in wastewater,” said Woon.
“This is essential for ensuring compliance with environmental regulations and optimizing treatment processes,” he further added
Far from being limited to one sector, Centrionics serves a wide range of industries including oil & gas, petrochemicals, pharmaceuticals, semiconductors, palm oil, and latex. This cross-sectoral reach not only amplifies the company’s relevance but also its potential for scalability.
Competing in a Crowded Market
Despite operating in a highly specialised field, Centrionics faces stiff competition from both multinational giants as well as local SMEs.
“Some of our competitors are new, others have been in the industry for 30 years. While our niche helps, the growing demand brings new players into the market,” said Woon.
To stay ahead, Centrionics focuses on what Woon calls the company’s core DNA: CARES, which stands for:
Customer Centricity
Adaptability
Reliability
Ethical Conduct
Sustainability
These values are not just slogans—they’re embedded into daily operations, decision-making, and long-term strategies.
Recognised Excellence: The Golden Bull Award
When asked how the company became involved with the Golden Bull Awards, Woon admitted he’s not entirely sure who nominated them.
“But we were shortlisted, interviewed, and validated by the organising committee,” he said.
Winning the Emerging Bull Award was not just a recognition of growth but a celebration of resilience, teamwork, and vision.
“It’s a platform to say thank you—to our customers, our team, and our partners. It also motivates us to reach new heights and brings greater visibility to our work,” he shared.
However, like many SMEs, Centrionics has had its fair share of challenges—from global economic downturns to the COVID-19 pandemic.
One defining challenge was maintaining regional operations when travel restrictions limited the company’s ability to support customers in Singapore, Thailand, and Indonesia.
Rather than retreat, the team refocused its strategy.
“This year, we’re prioritising team strengthening and deepening customer relationships instead of just chasing new projects. A strong foundation is more important than fast growth,” he said.
The Power of Giving Back: Bell of Excellence Programme
Beyond business, Centrionics is deeply committed to Corporate Social Responsibility (CSR) through its unique Bell of Excellence (BOE) programme. With every sale, a portion of the proceeds is allocated to support people, animals, and the environment.
Activities include:
Tree planting initiatives
Sponsorship of food for animals at local zoos
Support for orphanages and elderly homes
Inspiration-based outreach to children, especially during festive seasons
“We may be a small company, but we believe even small efforts can make a big difference—especially when it comes to inspiring the next generation,” Woon emphasised.
Future Trends and Regional Vision
Looking ahead, Woon sees the rise of digital transformation and AI as major disruptors in the process analytics industry. While some older players may struggle to adapt, Centrionics aims to leverage technology as a growth enabler—without losing sight of its human-centered values.
The company is also expanding regionally, with a renewed focus on Southeast Asia, particularly Thailand. However, Woon is careful not to grow too fast without first solidifying internal capabilities and team culture.
“In today’s competitive landscape, the strongest may not be the biggest, but the most grounded,” he remarked.
Advice to Aspiring Entrepreneurs: Purpose Over Profit
With over two decades of entrepreneurial experience, Woon had this to share for young business leaders:
“Focus on people, processes, and partnerships. Be consistent, stay resilient, and know your purpose. Don’t chase shortcuts—success doesn’t come overnight. What social media often hides is the hard work, sacrifice, and persistence behind the scenes.”
He also noted that entrepreneurship is a marathon, not a sprint.
“You can achieve quick wins, but lasting success comes from deep roots—values, culture, and a genuine reason to wake up every day and build something meaningful,” he said.
Learn more about Centrionics by visiting their official website and LinkedIn page.
This series of Business Stories is in collaboration with Golden Bull Award.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
