Abstract: “The importance of the wire and cable industry to serve this modern society can be seen through the application of wire and cable in many industrial devices and products. The manufacture of wire and cable is sound as a simple process compared to other types of manufacturing industry, such as the electrical and electronics industry. Nevertheless, the wire and cable industry does generate unnecessary waste during its manufacturing process. Practicing material efficiency is an effective solution to reduce material waste during cable manufacturing. It is for this reason that this study is conducted to investigate the drivers and challenges faced by the wire and cable manufacturer to practice material efficiency strategy. A semi-structured interview was conducted with one of the foremost Malaysian wire and cable companies. The findings demonstrate that the main drivers to motivate the wire and cable manufacturer to practice material efficiency strategy is the economic advantage, followed by”

Keywords: challenges, drivers, material efficiency, sustainable manufacturing, wire and cable industry.