20 Emerging Brands In Indonesia, Based on Forbes

Written by Farah Fitriani Editor at GNFI
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Last month, FORBES Indonesia released a list of 20 emerging brands in Indonesia, which has been having business globally recently. what makes the list more interesting is the fact that some of them were not commonly known as Indonesian brand. those brands are…

The Bandung-based AbadiNusa group produces and sells blood pressure monitors, stethoscopes, and other medical components to 34 countries, with the U.S. and Germany as its biggest markets. The company uses ABN as its brand. Ade Tarya Hidayat founded the group in 1980 and his companies now produces 65,000 finished blood pressure meters, 100,000 components, and 20,000 stethoscopes each month. The components are sold to international blood pressure meter makers such as Riester and WA Baum.

Celebrity Fitness
This fitness chain was started by three founders: John Franklin, Mike Anderson and J.J. Sweeney, who opened their first club in Jakarta in 2004. The club has become the fastest growing fitness chain in Southeast Asia, spreading to countries such as Malaysia, Singapore and India. It has a total membership of more than 170,000 from 60 clubs. It claims to be the market leader in Indonesia and Malaysia. In Indonesia, it currently has 33 clubs in eleven cities, managed by PT Exertainment Indonesia.


Essenza is the brand for tiles produced by PT Intikeramik Alamasri Industri. Established in 1991, Intikeramik was the first porcelain tile manufacturer in Indonesia, and remains one of the largest makers in the country with consolidated production capacity of 6.6 million sqm per annum. Intikeramik exports Essenza tiles to 25 countries and has appointed distributors and agents in 19 countries, including Australia, Japan, Russia and the U.S. In Indonesia, Intikeramik has 14 independent distributors located in major cities.

Garuda Indonesia
Although new in the post, Garuda Indonesia President Director Arif Wibowo has plenty to brag about—the flag carrier is making money again. In the first quarter of 2015, the carrier made a profit of $12 million on $927 million in revenues, against a loss of $166 million on $817 million revenues in the first quarter last year. To optimize its international routes, last year Garuda joined the SkyTeam alliance that includes Air France, Delta, KLM and others. As part of SkyTeam, Garuda passengers can be connected to 1,064 destinations in 178 countries served by SkyTeam member airlines.

GarudaFood transformed from just a peanut company in 1958 into one of the biggest food and beverage producers in the country, its products sold in more than 29 countries. The company originated from a small company called PT Tudung established by the late Darmo Putro. His son Sudhamek AWS took over and grew the company and the brand into its current size. ln 2011, the company forming a joint venture with the non-alcoholic division of Japan’s Suntory Beverage & Food, creating a new subsidiary called PT Garuda Suntory Beverage.

Icon Pop Quiz
Produced by local software firm PT Alegrium Digital Ventures, its Icon Pop Quiz has been downloaded more than 20 million times, with total transaction value estimated to be more than Rp 1 billion a year. Most downloads are from Australia, Canada, the UK and the U.S. The game is simplicity itself, with a series of cartoon-like drawings, known as icons, that require users to guess their subject, and comes in many variations. Besides Icon Pop Quiz, they have released other games, such as Billionaire, Slide the Block and Rob n Roll.

Infinite Studios
Infinite Studios is an integrated media entertainment company based in Batam and Singapore. The company is headed and owned by Mike Wiluan, who acquired the company in 2004 from Mediastream, a Singapore media company. The company produces animation, visual effects, broadcast post-production support services and investments into content and distribution for both the TV and film industries locally and internationally. Infinite has collaborated with many internationally known companies in Canada, China and the U.S.

Kobe Flour
PT Kobe Boga Utama is now run by the second generation: Desideria and Dipa Agung. It exports its products to 55 countries worldwide. Its flagship is Kobe flour coatings, used to coat fried chicken and other fried foods. Given the name, it is often mistaken for a Japanese brand. It also uses the Bali Kitchen brand in some markets. Aside from flour products, the company also exports noodles and dried chili. The company also does well in the local market, selling its products to fast-food chains such as McDonald’s, Pizza Hut and Texas Fried Chicken.

KYT is the brand for motorcycle helmets made by PT Tarakusuma Indah. The company produces a total of two million helmets per year, marketed in domestic and international markets, including Australia, Belgium, Brazil, Italy, Japan, Singapore, and Thailand. KYT was used by Italian MotoGP racer Andrea Iannone from the Ducati Team and Federal Oil Gresini Moto2 racer, Xavier Simeon, during the 2014 season. In March, KYT became one of the sponsors of the Motocross World Championship 2015 in Thailand.

Created by Singgih Kartono, Magno radios feature handcrafted wooden exteriors made from locally sourced wood. Limited to just 1,500 units per year, some 85% are exported, to places such as Australia, East Asia and Europe. They are produced in the small village of Kandangan in Central Java by Singgih’s company CV Magno-Piranti Works. Prices range from $150 to $300 per radio (depending on the model). The name alludes to the company’s first product, a magnifying glass encased in a wooden frame.

Started in 1962 by Alim Husin, PT Maspion has been serving both domestic and international markets for many years. Maspion is the largest manufacturer of household products in Indonesia and one of the largest in the Southeast Asia. Maspion has factories spread over the country, producing kitchenware, plasticware, glassware and electrical home appliances. Maspion supplies on both a private label basis and under its own brands, including Maspion but also Maxim, Tivola, and Uchida.

I Nyoman Masriadi
He is currently one of the most successful living artists in Southeast Asia. Born in Gianyar, Bali in 1973, he first broke into the superstar rank in 2008, when his painting “Man from Bantul (the Final Round)” sold at a Sotheby’s auction in Hong Kong for $1 million. His name is now internationally recognized as its own brand, “Masriadi.” He studied art at Yogyakarta’s Institut Seni Indonesia whose graduates include other notable artists such as Djoko Pekik and Entang Wiharso.


Launched in March 2012, Picmix was started by Calvin Kizana as a mobile social photo-sharing app. Within two months of launching, Picmix had a million users with zero marketing budget. Today, Picmix has 25 million users worldwide with almost 400 million photos uploaded. For photo apps, Picmix is the most downloaded application, while in the overall ranks, as of April 2015, Picmix sits at the 10th rank on the Play Store.

Polytron is a maker of electronic and white goods, ranging from smartphones to washing machines. The company is known formally as PT Hartono Istana Teknologi, and is owned by the billionaire Hartono family. The company produces its goods in three factories, and employs more than 6,000 staff. The company was started in 1975, first making black and white TVs. One of its latest products is a 65-inch flat-screen smart LED TV. The company has an office in Thailand as well.

PT Selamat Sempurna produces aftermarket automotive parts under the brand Sakura for filters and ADR for its radiators. Its products are exported to more than 115 countries worldwide and the company is the largest filtration manufacturer in the region. It produces more than 8,000 part numbers available for automotive and heavy-duty applications. The success of its exports are reflected in the company’s financial performance that has recorded 15 years of consecutive growth in exports with a compounded annual growth rate of 14%.

Sophie Paris
In 1994, Bruno Hasson started making handbags in Jakarta, using three tailors, and sold them under the brand Sophie Martin. The business showed initial signs of success, as he managed to get Metro and Sogo to retail them. As sales grew, he added employees and rented a building. With excellent timing, Bruno switched to a multi-level marketing system (MLM) in 1997, just as the financial crisis hit the region. Bruno’s company, now called Sophie Paris, had revenues of Rp 1.5 trillion last year, up 20% from last year. It has five million members selling its products.

PT Standardpen Industries pioneered the local pen industry, and is the biggest local writing instrument manufacturer in the country. Its main factory has a production capacity of almost 1.5 billion ballpoint pens per year. Aside from the local market, Standardpen sells its pens in 13 countries, spanning the Mideast, Southeast Asia and the U.S. Standardpen’s market share of all writing instruments in the local market was 6% in 2013, ranked by the total retail market value, according to a recent report from researcher Euromonitor International.

Tex Saverio
Tex Saverio, 31, is Indonesia’s most successful fashion designer, and has made dresses for Lady Gaga, Kim Kardashian and Jennifer Lawrence (worn in The Hunger Games: Catching Fire). “I don’t want it to be just a fashion show, but also a beautiful collaboration between art and fashion,” says Rio, who has been described as the “Alexander McQueen of Indonesia.” He made a successful entrance to the international market when he launched his Tex Saverio label at the Paris Fashion Week in 2013. Today, the label is available at retail outlets in Jakarta and Hong Kong.

Walden Global Services
PT Walden Global Services is a cloud and mobility solution company based in Bandung. From only focusing on a niche software Ruby on Rails, Walden has added expertise in many languages, and does software development, engineering, technology consulting, management services and cloud solutions. It is one of the largest IT outsourcing firms in Indonesia with more than 200 employees. Walden has completed more than 200 projects from more than 150 clients in 25 countries; some of its international clients are Orix, Kakao Talk, and Showa.

Wong Coco
The late Rudy Joncer founded PT Keong Nusantara Abadi in 1984 and began exporting escargot from its factory in Lampung. Later on the company developed the brand Wong Coco when it expanded to producing and selling nata de coco-based food and beverages. Now, Wong Coco’s main products—escargot, nata de coco, and aloe vera—are exported worldwide. Rudy Joncer son, Candy Yoncer, now runs the company.


Written by Farah Fitriani Editor at GNFI

a single young woman full of spirit in making a better Indonesia. an undergraduate student in Faculty of Law, Padjadjaran University, Bandung, Indonesia who is now being an exchange student in Rikkyo University, Tokyo, Japan. english teacher and a lecturer's assistant at College of Business, Rikkyo University. you can contact her by mentioning @farafit in twitter or adding farahfitrianifaruq to have a little chitchat via GTalk.

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