An advisory built around what your planners actually need
Pelangi Forge was founded in Selangor to help Malaysian supply chain teams find a sensible path into AI-supported coordination — without overpromising or leaving planners in the dark.
Back to HomeStarted at the dock, not on a slide deck
Pelangi Forge grew out of a simple observation: Malaysian logistics operations were being offered AI tools that moved faster than the trust their planning teams had in them. Rollouts stalled. Dashboards gathered dust. Planners — the people who actually know the lanes — were sidelined rather than supported.
We set up at KLIA Annex in 2022 to do something different. Our work starts with listening — to your dispatch coordinators, your TMS operators, your lane managers. We map what's there before suggesting anything new. And when we do suggest an AI assist, we design the handoff so your team understands it, can challenge it, and can work without it if they need to.
Our advisory practice covers three engagement types: a diagnostic for teams new to AI coordination, a supervised co-pilot rollout for live ETA and exception management, and a monthly retainer for supply chain leaders who want ongoing model oversight and RMCD alignment. Each is scoped to a clear deliverable. None requires you to hand over decision authority.
Keep the planner at the centre of every lane decision
Grounded in Malaysian trade realities
We understand the Port Klang North Port gate queues, the Penang Butterworth container timings, and how RMCD documentation flows. Our advice is built on local knowledge, not imported frameworks.
Written deliverables over vendor lock-in
Every engagement ends with documentation your team owns. Findings, integration notes, playbooks — written in plain language so the insights stay with you, not with our billing cycle.
Advisory, not implementation vendor
We advise. We do not sell software licences or earn referral fees from platform providers. Our recommendation is guided only by what serves your operation.
The people who sit with your planning teams
Zulaikha Amiruddin
Principal Advisor, AI Coordination
Zulaikha spent eleven years in freight forwarding across the Klang Valley before moving into logistics technology advisory. She leads all Lane & Node Diagnostic engagements and writes most of the client briefs.
Rajan Harikrishnan
Integration Lead, TMS Systems
Rajan manages the read-only TMS connection work for ETA Co-Pilot engagements. He has worked with six different TMS platforms used by Malaysian 3PLs and understands the data structures that sit underneath shipping visibility tools.
Nurul Fatimah Rashid
Customs & Compliance Advisor
Nurul tracks RMCD updates and their downstream effects on supply chain AI models. She writes the compliance alignment sections of retainer briefs and runs the bilingual training sessions for planner teams.
How we approach every engagement
Data confidentiality
All shipment data, carrier data, and planning records shared with us are treated as confidential to your operation. We document data handling before work begins, in line with Malaysia's PDPA 2010.
Read-only system access
For integrations, we work with read-only credentials only. We verify access levels with your IT team before connection and provide a written access log at the close of each engagement.
Written scope for every engagement
Every service starts with a written scope document. You know what data we will see, what we will deliver, and what falls outside the engagement before any work begins.
RMCD & regulatory alignment
Our retainer briefs include updates from the Royal Malaysian Customs Department. We flag regulatory changes that may affect how your AI coordination tools interpret duty codes or cargo classifications.
Planner-first design
Every AI assist we recommend is reviewed against one question: does this keep the planner informed and in control? We decline to recommend tools that reduce human oversight of customer-facing decisions.
Bilingual delivery
Training sessions, playbooks, and briefing materials are available in Bahasa Malaysia and English. We work with the language your planning team is most comfortable using on the floor.
Supply chain AI advisory grounded in Malaysian logistics practice
Malaysian supply chains operate across a layered network of port hubs, bonded warehouses, free industrial zones, and inland distribution centres. The coordination demands are real — carrier ETA variability on the Straits of Malacca route, customs documentation timing through Johor Bahru, cold-chain handoffs in Penang. Any AI assist introduced into this environment needs to account for local data patterns, not just generic freight benchmarks.
Pelangi Forge has developed a working method that starts with your trade lane data rather than a vendor's feature list. We review historical shipment records, speak with your planning coordinators, and map the specific points where AI information processing could reduce the number of manual checks your team runs each day. The result is a prioritised brief — not a technology roadmap that requires a six-month implementation before you see any value.
Our three service tiers are designed to meet teams at different stages of readiness. The Lane & Node Diagnostic suits teams that are curious about AI coordination but have not yet committed to any platform. The ETA & Exception Co-Pilot suits teams that already have a TMS and want a supervised introduction of AI-assisted exception management. The Network Stewardship Retainer suits supply chain leaders who want ongoing model review and compliance alignment as a standing part of their operations calendar.
Across all three, the governing principle is the same: your planners remain accountable for every decision that reaches your customers. AI earns its place by making those planners better informed — not by replacing their judgment.
Talk to us about your lanes
A short call with Zulaikha or Rajan is usually enough to work out whether a diagnostic makes sense for your operation. No commitment required to have that conversation.
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