COMPANIES need to develop customised solutions to cater to consumers in this region, said Minister for Trade and Industry Lim Hng Kiang.

To put it simply, they need to be "in Asia for Asia",

He added that Asean can be both an attractive end-market as well as a prime investment location for companies.

"Asean will become an even more dynamic and attractive base for companies as it grows together as a single market and production location."

The minister was speaking at the Unilever Partner To Win Supplier Summit at the Marina Bay Sands Hotel.

The annual conference, now in its third year, was attended by representatives from 180 companies - Unilever's suppliers and business partners.

The event in Singapore is the first such conference held outside London.