Copyright © 2025 Superbrands Limited. All Rights Reserved. Published by Superbrands Limited 35 Ballards Lane London N3 1XW United Kingdom The views expressed in this book by the independent contributors are those of the author and do not necessarily represent the views of, and should not be attributed to, Superbrands Ltd. The trademark SUPERBRANDS is a trademark of Superbrands Ltd. The logo is the subject of copyright of Superbrands Ltd. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any other information storage or retrieval system relating to all or part of the text, photographs, illustrations, or logotypes without the written permission of the publishers. All of the companies who own the brands featured in this publication have given their consent for the use of the brand name, logo type, photographs, and illustrations shown. Any enquiry regarding a specific brand may be made to the relevant company. contact@superbrands.id Superbrands Indonesia
2 A I B N C O D H Aice Akio Arashi Inthebox iNews Intisolar Bagus Bagus Kapur Ajaib Bening’s Blackrhino Bodimax Bolt Nachi Central Centre Park Cobra OkeZone Detoslim Hannochs Hasston Hatari 4 6 8 44 46 48 10 12 14 16 18 20 62 22 24 26 64 28 38 40 42 Table of Contents M Makuku MerahPutih Miniso Morning Whistle 54 56 58 60 R Rexco Rintik Robot Ryu 68 70 72 74 F Fortress 30 J Jumbo 50 G Gogomall Gree GT Man 32 34 36 P Paloma 66 L LG 52
3 W Winngas 102 S Samono Sania Scuto Sirup Kurnia Swallow 76 78 80 82 84 T Taco Tekiro Terry Palmer Trac Transvision 86 88 90 92 94 U Uniland Sleep Uniland Springbed 96 98 V Vivan 100
4 LATEST DEVELOPMENT Backed by a dedicated R&D team with over 20 years of experience in ice cream research and development, every Aice ice cream product combines rich textures, innovative layers, and delightful flavor experiences. Among its latest innovations are Aice Crispy Balls Cookies n’ Cream, Aice Mooochii Mango, and Aice Histeria Matcha. • Aice Crispy Balls Cookies n’ Cream brings together rich cookies & cream ice cream wrapped in a crunchy dark chocolate shell and topped with crunchiness of chocolate biscuit balls for a multi-layered bite of indulgence. • Aice Mooochii Mango combines the tropical refreshment of mango ice cream with a soft and chewy mochi skin, and also hidden jelly bits for a burst of juicy texture. • Aice Histeria Matcha, the newest flavor in Indonesia’s first mini cake-stick ice cream series, blends smooth matcha ice cream with a crisp chocolate coating—offering a modern twist on a beloved flavor. With each new product, Aice continue to redefine its position as an ice cream innovator, bringing joy and discovery to every bite. BRAND VALUE Aice brings its corporate values to life through every product—making high-quality ice cream accessible and enjoyable for all. With a mission to spread happiness across all layers of society, Aice is guided by four core cultural pillars: A+ Quality, Innovation, Cheerfulness, and Excellence. • A+ Quality reflects our commitment to the highest standards. • Innovation positions Aice as a trendsetter in the ice cream industry. • Cheerfulness is seen in every memorable experience Aice brings to consumers. • Excellence is proven through public trust and growing brand recognition. MARKET Over the past decade, Indonesia’s ice cream industry has experienced rapid development. Not only has the market size continued to expand, but consumers’ perception and enjoyment of ice cream have also undergone a significant transformation. Ice cream that once limited to classic flavors such as chocolate and vanilla, has evolved into a bold and creative medium for taste exploration. AICE, one of the fastest-growing ice cream brands in Indonesia, embraces this challenge by continuously pushing the boundaries of creativity. HISTORY From Indonesia to the World: AICE as a National Representative Born and raised in Indonesia, AICE began its journey in 2015 by building a strong distribution network that reaches even the most remote areas. Guided by its mission “to bring happiness to everyone through AICE ice cream”, the brand continues to deliver joy through safe, high-quality, and affordable ice cream. Today, AICE operates three factories in Indonesia, located in Bekasi, East Java, and Sumatra, and one factory in Batangas, the Philippines. To maintain high standards in safety and quality, AICE has obtained Halal certification and adheres to international production standards. PRODUCT AICE always a Pioneer AICE is the first brand in the Indonesian market to launch ice cream in unique shapes such as watermelon and corn, as well as mochi ice cream. These innovations continued with the launch of local Indonesian flavors, such as Mochi Klepon (glutinous rice with pandan and palm sugar) and Ria-Ria mung bean flavor, cleverly blending nostalgic tastes with modern creativity. With over 100 product SKUs, AICE offers consumers a diverse range of options that not only please the palate, but also align with healthy and trendy lifestyles. Today, AICE has grown into the No.1 Indonesia’s Ice Cream Brand. Its products are not only distributed across the entire Indonesian archipelago but are also expanded to more than 14 countries across three continents— Asia, Africa, and America.
5 PROMOTION Aice consistently upholds its commitment to being more than just an ice cream brand, but also active contributes to promoting healthy lifestyles, sports, and meaningful connections with the community. As a strong supporter of sports and national pride, Aice has actively participated in several prestigious events, including becoming the Official Ice Cream of Tim Indonesia and a Worldwide Olympic Partner for the 2024 Paris Olympics. Previously, Aice also supported major events such as the 2018 Asian Games, the 2022 FIFA World Cup in Qatar, and the 2023 FIFA Match Day between Indonesia and Argentina. As part of its mission to promote a healthy and active lifestyle, AICE has appointed global football superstar Lionel Messi, along with 12 Indonesian national athletes that participated in the 2024 Paris Olympics, as AICE’s Brand Ambassadors. This collaboration further strengthens AICE’s position as a global brand while remaining deeply rooted in the hearts of the Indonesian people. The company also supports its retail partners by providing freezers and organizing promotional activities to help boost sales. On digital platforms, Aice actively engages with its audience through official social media accounts, offering interactive content like challenges, quizzes, and entertaining games. TARGET MARKET In line with AICE’s commitment to providing delicious yet healthy ice cream, every AICE product is thoughtfully designed to be enjoyed by people of all ages, from children and teenagers to adults and the elderly. Today, AICE has grown into the No.1 Indonesia’s Ice Cream Brand. Its products are not only distributed across the entire Indonesian archipelago but are also expanded to more than 14 countries across three continents, Asia, Africa, and America. ACHIEVEMENT In less than a decade, Aice has grown from humble beginnings to become the No.1 Indonesia’s Ice Cream Brand, officially recognized by the globally respected research firm Euromonitor International. This remarkable achievement reflects Aice’s strong commitment to innovation, product quality, and strong connection with Indonesian consumers. Aice’s dedication is further proven through a series of prestigious awards, including the Top Brand Award and Top Brand for Kids Award for seven consecutive years since 2019, as well as the Superbrands title for five consecutive years since 2020. In addition, Aice has received the Top Halal Brand Award since 2023 —and the Digital Popular Brand Award further solidifying its position not just as a leading product, but as a trusted and beloved brand among consumers nationwide. CORPORATE SOCIAL RESPONSIBILITY Driven by the spirit of spreading happiness and creating a positive impact on society, Aice has consistently launched meaningful and sustainable Corporate Social Responsibility (CSR) programs across Indonesia: • Support for MSMEs and Local Retailers • Building a Charity School in Lombok • Contributions During the Covid-19 Pandemic (2020–2023) Aice has earned a Museum Rekor Dunia Indonesia (MURI) record for “The Most Distribution of Disposable Masks During the Covid-19 Pandemic.” - #15HariAICEBerbagiSehat – Monthly Joy Sharing Program Since 2020, on the 15th of every month, Aice has visited orphanages, community centers, and underprivileged areas to share ice cream and bring happiness to those in need. Aice has been awarded the Top CSR Awards for five consecutive years since 2021. In 2025, the brand was honored with the highest distinction—“Star 5” rating. THINGS YOU DIDN’T KNOW ABOUT AICE Aice uses world-class ingredients sourced from leading global suppliers to ensure that every product meets international quality standards. From ingredient selection to processing and final packaging, Aice maintains a high level of quality throughout the entire production process. As part of its commitment to transparency and public education, Aice opens the doors of one of its factories to the public. Anyone, from students and families to industry professionals, can visit and witness firsthand how Aice ice cream is made. Aice Factories in Indonesia PT Aice Ice Cream Jatim Industry, Located in the Ngoro Industrial Park, Mojokerto, East Java. Visitors can observe the modern production process up close and even try making ice cream themselves. Through this approach, Aice doesn’t just create delicious and innovative ice cream, but also fosters a strong connection with the public—through openness, education, and a commitment to world-class quality.
6 TARGET MARKET As the leading brand in the spare parts category, AKIO Parts are designed to target the consumers that need to maintain, repair or upgrade their vehicle’s spare part, ensuring the spare part’s best functionality and performance. AKIO Parts has achieved nationwide recognition and distribution across Indonesia, reaching customers from the eastern islands to the western regions, even including the isolated areas. LATEST DEVELOPMENT AKIO Parts is committed to continuous research and develop a variety of the most complete and quality spare parts that can be purchased by consumers throughout Indonesia. Until now, PT Jumbo Power International has always expanded distribution so that AKIO Parts products can be reached by more consumers in the future. HISTORY Established in 2010, AKIO Parts introduced AKIO Hydraulic Bottle Jack as their first featured product to the public. Since then, AKIO Parts become the best choice spare parts for two-wheeled and four-wheeled vehicle among the public. AKIO Parts had a philosophy, WE GO THE EXTRA MILE, and this philosophy underlines the innovation that AKIO Parts are prioritizing safety, maintenance product, strong and longlasting usage. As part of PT Jumbo Power International, a pioneering Indonesian company specializing in brake fluid and lubricants since 1980, AKIO Parts continues to set industry benchmarks in quality and innovation. PRODUCT To fulfill what market needs for superior quality spare parts, AKIO not only introduces AKIO Hydraulic Bottle Jack, but also other wide range of products: AKIO Prime Motorcycle Sprocket Gear Set, AKIO Ball and Roller Bearing, AKIO Trolley Jack, AKIO Scissor Jack, AKIO Wrench, AKIO Wiper and AKIO Brake Pad. AKIO Parts has established itself as a renowned brand among the spare parts industry in Indonesia. Over the past 15 years, we have consistently meet consumer needs for high-quality spare parts for two-wheeled and four-wheeled vehicle.
7 OUR SPECIALITY CONSIST OF: ANTI-RUST AND CORROTION: AKIO Parts products are protected by anti-rust layer which ensures the durability of AKIO spare parts. PREMIUM STEEL: Apart from being protected with anti-rust layer, AKIO Parts products are produced using selected iron and provide the best durability of AKIO spare parts. EASY TO CLEAN: By only using the microfiber cloth or any other soft cloth, users of AKIO Parts could clean up the AKIO Parts easily. AKIO Parts ensures that the products presented are products that are easy to clean and maintain by users. ATTRACTIVE DESIGN WITH HIGH QUALITY FINISHING: AKIO Parts comes with an attractive and ergonomic design completed with high quality finishing, to accommodate what AKIO user’s needs. STRONG AND STEADY: AKIO Parts have sturdy designs and able to withstand heavy loads, standing in a stable position and ensuring user’s safety. LONG LASTING USAGE: AKIO Parts are reliable and durable, designed to be used for long periods of time. HIGH PRECISION PARTS: AKIO Parts has guaranteed quality of its products with a high precision process production, so it will be reducing the risk of damage to the vehicle and the spare parts itself. SAFE AND RELIABLE: AKIO Parts designed to provide a sense of safety for the users and become the spare parts that can be relied on for long-term usage with dependable quality. PROMOTION In order to promote AKIO Parts products, PT Jumbo Power International has engage directly with local workshops, retailers, and distributors across Indonesia effectively establish brand presence and foster long-term relationships. AKIO Parts also has a new website to explain the variations and advantages of each type of spare part so that consumers are able to get the product knowledge of AKIO Parts products. BRAND VALUE AKIO Parts is the best spare part for four-wheel and twowheel vehicles. AKIO Parts has the advantage of anti-rust, prioritizing safety, easy to clean, low noise and manufactured using best quality material. As we go with the philosophy of WE GO THE EXTRA MILE, this means that AKIO Parts always present what the market needs with undoubtable high standard quality.the variations and advantages of each type of spare part so that consumers are able to get the product knowledge of AKIO Parts products.
8 HISTORY Established in Indonesia in 2007, Arashi has grown into a prominent local brand. Over the years, the company has expanded its product catalog to offer Indonesian consumers a variety of innovative home appliances designed to meet their evolving needs. Arashi’s products benefit from widespread market distribution, reaching customers in nearly all provinces across Indonesia through an extensive network that includes traditional markets, modern retail outlets, and e-commerce platforms, ensuring convenient access for consumers seeking to purchase their products. PRODUCT For the Indonesian market, Arashi delivers quality home appliances designed for user convenience. The company’s commitment extends beyond high-quality products and reliable warranties; a significant portion of its range proudly holds the SNI (National Standardization Agency of Indonesia) certification. This assurance reinforces consumer trust in selecting useful, quality, and reliable Arashi products. The brand’s product portfolio encompasses various categories, including: 1. Arashi Laundry Series Specifically designed for compact Indonesian homes, Arashi’s portable washing machines are recognized as a gamechanger. The brand offers two types: convenient 1-tube models and versatile 2-tube options. Both are designed to save precious space, minimize electricity and water usage, and can be easily moved to maximize the utility of living areas, making them ideal for apartments, small families, and “kost life.” 2. Arashi Multifunction Dispenser Series The Arashi Multifunction Dispenser AMD 01B & AMD 02BC models both combine sleek design with smart functionality. Their bottom-loading system simplifies the replacement of water gallons, while the integrated mini pantry adds a touch of elegance and practicality. Featuring separate taps for kettle and teapot, plus touch panel and remote control, convenience is readily available. Understanding that home is considered a special place by everyone, this belief forms the foundation of Arashi’s operations. The brand is committed to providing the best for Indonesian families, offering a range of meticulously designed products, from fans to washing machines, aimed at bringing convenience and comfort to everyday life. Constructed with a rust-resistant stainless steel Z-pipe and BPA-free food-grade hoses, quality is assured. Customers can choose their preferred temperature – hot, warm, or normal (AMD 01B), or enjoy the added refreshment of cool water with the AMD 02BC, both packed with intelligent control features for modern living. 3. Arashi Bottom Dispenser Series Arashi offers two main types of bottom-loading dispensers to cater to various hydration needs. The first type provides both hot and normal temperature water options, exemplified by models such as the ABD 03N. The second type expands on this functionality by offering hot, normal, and cool water dispensing, as seen in models like the ABD 04C, ABD 05C, and ABD 06C. Across both categories, Arashi bottom dispensers prioritize safety with a child lock feature and ensure ease of use with easily accessible ON/OFF buttons. Select models within the hot, normal, and cool category also feature a rust-resistant Stainless Steel Z-pipe, while all models utilize high-quality, BPA-free food-grade hoses. 4. Fan When it comes to staying cool, Arashi offers a fan for every need, from versatile household models to robust industrialgrade options. Their flagship Multifunctional Fan Arashi City Fan 3-in-1 18” truly stands out, seamlessly transforming from a wall fan to a table/floor fan and finally a stand fan. Crafted with quality materials and featuring durable Aluminium blades, it delivers powerful airflow thanks to its larger-thanaverage motor, ensuring both sturdiness and longevity. For personal cooling, the Arashi General Desk Fan is available in convenient 8”, 10”, and 12” sizes, perfect for any workspace. 5. Industrial Fan For demanding environments, Arashi offers a robust line of industrial-grade fans, including high-performance Arashi Spinner models. Engineered for maximum airflow and durability, these industrial fans are designed to effectively ventilate large spaces. Built with heavy-duty components, these fans ensure reliable operation and contribute to a more comfortable and productive industrial setting.
9 TARGET MARKET Arashi’s primary target audience includes both experienced housewives and young, newlywed families. This dual focus recognizes the needs of established households alongside the desire of new families to equip their homes with highquality electronic appliances that reflect modern living. BRAND VALUE Driven by a core value of consumer satisfaction, Arashi has consistently produced a wide array of quality products for over 15 years. This principle is deeply ingrained in its employees, ensuring the delivery of top-tier products and services. As a result, Arashi has become a trusted and dependable brand, widely favored by the Indonesian community. The accolades from two prestigious awardgiving bodies, Top Brand and Superbrands, serve as further validation of Arashi’s strong brand presence in the Indonesian market. PROMOTION Arashi prioritizes promotional and marketing strategies that align with the latest advancements in information technology, particularly those with significant impact. Across all product lines, the company’s main efforts are concentrated on digital platforms such as social media, websites, and e-commerce. To effectively reach its target market and remain competitive, Arashi actively utilizes social media advertising and engages Key Opinion Leaders (KOLs) to endorse its products through compelling content on various social media channels. Alongside its strong digital focus, Arashi also conducts various offline promotions, including in-store displays, out-of-Home advertising (billboards, videotrons, commuter train branding), and other initiatives. LATEST DEVELOPMENT Recognizing the rapid pace of technological advancements focused on user convenience and enhanced living, Arashi remains committed to continuous innovation across its product line. The company aims to meet evolving consumer needs through the integration of advanced digital technology, all while maintaining the appealing aesthetic design of its products. Alongside its strong digital focus, Arashi also conducts various offline promotions, including in-store displays, out-of-Home advertising (billboards, videotrons, commuter train branding), and other initiatives. ACHIEVEMENT Arashi’s 15-year journey has been marked by significant recognition, including prestigious awards such as Top Brand for portable washing machines since 2022. Further solidifying its position in the market, Arashi also received the Superbrands award in 2023 for its overall Home Appliances offerings. CORPORATE SOCIAL RESPONSIBILITY Beyond its commitment to quality products, Arashi actively engages in Corporate Social Responsibility (CSR) initiatives, extending care and support to the community through charitable and social contributions to various foundations, including elderly homes and orphanages.
10 MARKET With its rich geological and ecological diversity, Indonesia, home to about 273 million people, presents a wide range of family needs based on different environmental conditions. This diversity has allowed us the opportunity to develop and innovate products that respond to these needs. Recognizing that families have unique requirements, Bagus offers a broad range of products across multiple categories, from mothball products, home care, and personal care. Through this, Bagus aims to provide the right solutions to meet the needs of Indonesian families. ACHIEVEMENT In order to build high-trust relationships with Indonesian consumers, we continue to commit in maintaining and improving the quality of products that we market in accordance with ISO 9001:2015. Since 2003, BAGUS has remained a mothball brand leader in the eyes of society. This is proven by the awards from SUPERBRANDS and other awards from the previous years until present. PROMOTION We do our product campaign in various channels: a. Above the line (ATL): TVC, radio, newspaper, billboard, train and shelter bus branding. b. Below the line (BTL): in-store promotion and creative merchandising in supermarket display. c. Digital: e-commerce and social media platforms. To meet market demand and opportunities, BAGUS continues to advance by innovate, developing, and maintaining product variants. Although from the beginning BAGUS has been producing mothball products, now BAGUS has taken the initiative to enhance our product line in order to fulfil the varied needs of consumers in terms of usability, placement, and others. HISTORY BAGUS was founded by Mr. Abdul Alek Soelystio in 1976. At that time, BAGUS started as a company engaged in the distribution of imported products. With Bagus Case as our locally manufactured mothball product in 1981, we began to expand our field into home care and personal care. Not only having presence in traditional markets and modern markets, we have adapted to keep up with developments in trends by starting our brand journey on digital platforms in 2018 to bridge brand relationships with customers. With this, we can serve customers and receive feedback which can be used to develop our products according to customer needs. Since 2019, due to Covid-19 pandemic, BAGUS has widened its personal care product initially to keep customers healthy by manufacturing masks, hand wash, and hand sanitizers. Following this, we have also started manufacturing more highquality personal hygiene products, cleaning liquids, and foodgrade plastic products for storage usage. Over time, we have become one of the well-known companies that produces mothball, personal care, and home care equipment, which has more than 60 distribution points and covers 95% of Indonesia. BRAND VALUE The main principle that becomes the vision and mission of BAGUS GROUP is “To bring comfort and quality to customers with an unstoppable vision to grow, determination and passion as our driving force to keep our customers satisfied”. We always maintain the quality of our products and provide the best for consumers. Even now, we have become the leader in the mothball field in Indonesia. BAGUS certificate, ISO 9001:2015 is a proof of the high standard of high-quality management that includes standardization of raw materials used, procedures for operating the company, final products, distribution and ultimately leads to customer satisfaction. BAGUS puts customer satisfaction as a priority and believes that BAGUS will continue to maintain product quality alongside customer expectations.
11 PRODUCT Product development had started to widen in 1990, starting from Kapur Ajaib (a chalk to eradicate cockroaches and ants), Lem Ajaib (rat glue trap), kitchen needs such as Cling Wrap, Aluminum Foil, ZipperBag, Kitchenmate, and variations of sponges and stainless scourers (kitchen care), Yamazaki Kitchenware (kitchen tongs and shears), Yamazaki Chef’s Knife & Utility Knife (knives), Sarung Tangan Plastik (disposable plastic gloves) for adults and kids, Kitchen Cloth & Table Cloth, and Fresh99 (dishwashing liquid, floor cleaner, liquid disinfectant, and laundry detergent), to personal needs such as Entrust Gold (adult diapers), Entrust Underpad Gold (a one-time used mattress), Nina (sanitary napkins, pantyliners, and menstrual pants), Beautymate (bath sponges), Yamazaki Razor (shaving razors), Bagus Pipi (product line that consists of baby bottle brush, kids hand gloves, children toothbrush, kids hand wash, baby bottle and accessories cleanser, baby bottles and equipments, and baby & kids laundry detergent), variety of toothbrushes, Fresh 99 hand wash, KN95 masks and surgical masks for adults and children, hand sanitizers, and Bagus Shower Brush (shower brush). BAGUS does not stop at only complementary purposes, but also on household cleaning and auxiliary tools such as Laundry Brush, Floor Brush, Organic Brush (brush made from natural coconut fiber), Sibiru (toilet cleaning tablet), Serapair (dehumidifier), Anti Bau (odour eliminator for toilet, refrigerator, wardrobe and cabinet, shoes, and car), Dormat (doormat), Carmat (car mat), Bath Mat (bath mat), Chamois (PVA washcloth), Fresh Air Freshener (air freshener), Lem Super (super glue), Micromate (multipurpose washcloth), Magic Sponge (multipurpose cleaning sponge), Kantong Sampah, Trash Bag (recyclable trash bags), T-shirt Trash Bag, Food Bag, Premium Trash Bag (multipurpose drawstring bag), and Bagus Nina Hair Dye Shampoo (hair dye shampoo). LATEST DEVELOPMENT In 2025, we have been expanding our locally manufactured products in cleaning category from liquid disinfectant to concentrated detergent. Furthermore, we have also manufactured new plastic product, such as t-shirt shaped trash bag and food-safe food bag. Our other new products include a floor sweeper, a multipurpose cloth, a laundry brush, a new styling comb and toothbrushes. 1. Fragranced Mothball - Luwak Coffee: new addition of Toilet Colour Ball variant, Luwak Coffee fragrance that contains authentic Indonesian coffee scent. 2. Cling Wrap: we have added a new innovation to our Cling Wrap, a built-in slider cut on the packaging to cut the plastic easily with perfect precision. 3. Food Bag: newest addition to our plastic product, BPA free and food-grade HDPE for storing food such as frozen meat, vegetables, fruits, etc. 4. Trash Bag T-shirt: a fragranced T-shirt trash bag for easy hold and tie. 5. New Serapair variant: a new SerapAir refill with Fresh Jasmine scent to give your room a spring-like atmosphere. 6. Fresh99 Karbol Wangi: a fragranced liquid disinfectant that consists of pine oil and antibacterial agent to disinfect bathrooms and floors, and mask bad odor. 7. Fresh99 Detergen Cair Konsentrat: concentrated liquid detergent with premium formulation to clean, brighten, and soften clothes. 8. Pipi Baby & Kids Detergent: in addition to our detergent product, we released a baby-safe variant that consists of plant-based surfactant that is SLS-free, paraben-free, and coloring-free but with the same effectiveness to clean clothes from germs and fungi. 9. Micromate Quick Sweeper: A cleaning tool that sweeps and wipes the floor. With its slim design, it effectively traps dirt, hair and fur in narrow spaces. Safe to use for ceramic, wood and vinyl floors. 10. Micromate Multipurpose Cloth: a new variant of multipurpose cloth with thicker and 3D textured surface that provides more efficiency in cleaning and polishing. 11. Laundry Brush: soft polypropylene brush with high-impact polystyrene brush head for laundry. 12. VS 8308: our newest styling comb variant with high-quality nylon teeth and comfortable handle. 13. New toothbrush line: new product variants to our toothbrush line, with more bristle option and toothbrush shapes for adults and kids, such as: Bagus Blossom, Bagus Angel Star, Pipi Pawny, Pipi Alphabet, Pipi Super Star, Pipi Dino, Smoca Advanced, Smoca D80. TARGET MARKET Household goods has become the company’s core business and we are targeting families of current and future generations. CORPORATE SOCIAL RESPONSIBILITY We believe that helping each other in humanity is a good thing that should be done by everyone. BAGUS is constantly giving contributions to society’s wellbeing through donations to those in need such as the victims of Cianjur earthquake in 2022, supporting social service activities like Bakti Sosial Emmaus Journey 16, MC Days (an event dedicated to muslim orphanage in West Java). Some of the past CSR programs and other events BAGUS has been actively involved in are “Bagus Peduli”, “MC Days”, “Super Camp Anak Hebat”, and “Superbrands Smart Baby League 2021”. THINGS YOU DIDN’T KNOW ABOUT BAGUS • We have been serving millions of Indonesian families for almost 50 years. • Our three points of vision and mission are: quality at an affordable price, innovation for customers’ satisfaction & comfort, keeping up with customers’ needs.
12 HISTORY BAGUS was founded by Mr. Abdul Alek Soelystio in 1976. Initially starting as a mothball manufacturer, BAGUS introduced Kapur Ajaib in 1988, an insecticide in the shape of chalk. Afterwards, it remains one of the most well-known Indonesia, with its vast population of around 273 millions of people is a nation rich in diverse islands and environments. This geographical variety means that families across the country face different challenges and needs based on their local conditions. These differences present a valuable opportunity for us to develop innovative products to meet those specific needs. One of our product is Kapur Ajaib, a unique contact insecticide created to effectively repel insects such as cockroaches, ants, and ticks. and sought-after brands of chalk insecticide in Indonesia. While expanding product development to home care and personal care, Kapur Ajaib’s adaptability to be used at home, commercially, or even industrially makes it well-known and is still being used nationwide. As the most well-known brand for chalk insecticide, Kapur Ajaib has a strong presence in both offline and online marketplaces in Indonesia.
13 TARGET MARKET We are targeting families of current and future generations as household goods has become the company’s core business. LATEST DEVELOPMENT Our products are available in two types: regular chalk and jumbo chalk, with a variety of 3 pieces and 6 pieces per package. PRODUCT As a contact insecticide, Kapur Ajaib acts through direct contact with insects. With its application, Kapur Ajaib is highly effective to be used to control and repel insects away. It is able to repel insects such as Periplanetta americana cockroaches, Ponera sp ants, and Rhipicephalus sanguineus ticks. Safe to use and highly effective, this product can be utilized for domestic use or even agricultural use. PROMOTION We put our product campaign through various types of channels. Above the line (ATL), such as TV commercials, radio, newspaper, billboard, train and shelter bus branding. Below the line (BTL), which consists of in-store promotion and creative merchandising in supermarket displays. Digitally, we promote our products through our social media platforms and our online stores. BRAND VALUE We value our customer’s satisfaction. With the range of customer’s need that has been increasing every year, we aim to keep up by making innovations and wide range of products that can fit their needs, while also providing quality at an affordable price. Kapur Ajaib product line is one of BAGUS product that defines us. We manufacture our product with consistent quality that will fit customer’s expectations. With this product, we aim to provide assistance to the users for insect management in an effective and efficient way, whether at home or relating to agriculture. ACHIEVEMENT Our consistency in maintaining product quality has granted us ISO 9001:2015. This has proven the effectiveness of our management system of production and quality control. While known as mothball brand leader since 2003 by SUPERBRANDS awards until present, Kapur Ajaib has been used widely in Indonesia and establish its name and presence in public. THINGS YOU DIDN’T KNOW ABOUT BAGUS As one of our oldest products, Kapur Ajaib has been on the market for over 37 years.
14 HISTORY Bening’s Clinic operates in the field of aesthetics and was founded by Dr. Oky Pratama, M.Biomed (AAAM), MARS in 2017 in Jambi. To date, Bening’s Clinic has expanded to 74 branches across Indonesia. The clinic is renowned for offering the most comprehensive and advanced laser technologies in the country, positioning itself as a leading laser center in Indonesia. Among its flagship technologies is the Picosure Laser — recognized as the most advanced and one of the most premium laser systems in the world. MEET OUR DOCTOR dr. Oky Pratama M.Biomed (AAAM) MARS • Universitas Baiturrahmah (MD) • American Academy of Aesthetic Medicine (Dipl. AAAM) • Universitas Prima Indonesia • Universitas Respati Indonesia Bening’s Clinic prioritizes transparency, quality, and exceptional service for its loyal customers. The transparency refers to the clinic’s commitment to openly disclosing the equipment used, all of which are certified by the Indonesian FDA (BPOM). • Doctor of Bening’s Clinic Jakarta, Jambi, and Palembang. • Acquired certified of basic to advanced medical cosmetology course in Indonesia • Certified American Academy of Aesthetic Medicine. • Dr. Oky always attend national and international seminars / workshops to upgrade his knowledge and skills. • Dr. Oky always update his knowledge in anti aging medicine and technique. • Dr. Oky is the owner of all Bening’s Clinic branches and handle it all by his own management team without franchise marketing system. • Dr. Oky is also known as one of the “celebgram doctor/ dokter selebram” in Indonesia and he is often covered by online media or magazines. • Nowadays dr. Oky spend more time in the clinic management section and as trainer for other Bening’s Clinic doctor. • Because of dr. Oky’s and his teams hard work, Bening’s Clinic is becoming one of the well known clinics in Indonesia which the products have also been marketed both inside and outside the country.
15 ACHIEVEMENT Bening’s Clinic has received numerous prestigious awards certified by the Government of the Republic of Indonesia in 2019, including: • Best Beauty Clinic 2019 • Best Skincare 2019 • Best Clinic with the Highest Number of Patients 2019 • Best Beauty Clinic with the Most Online Product Sales 2019 • Top Service Excellence Beauty Clinic 2019 In addition, Bening’s Clinic has been honored with a wide range of other accolades, such as: • MURI Record for the Beauty Clinic with the Most Types of Laser Equipment and Doctor Manufactured Skincare with the Highest E-Commerce Sales • Shopee Super Award 2021 – Super Favorite Local Brand • Superbrands Indonesia 2022 – Skincare & Beauty Clinic Category • CNBC Indonesia Award 2023 – Best Beauty Clinic Category • Metro TV Award 2024 – People of the Year 2024 HighEnd Magazine Award 2024 – Beautypreneur of the Year 2024 • The Iconomics Award 2024 – Most Trusted Company 2024 • Timeless Elegance Award 2024 – Chain Clinic of the Year 2024 PROMOTION We put our product campaign through various types of channels. Above the line (ATL), such as TV commercials, radio, newspaper, billboard, train and shelter bus branding. Below the line (BTL), which consists of in-store promotion and creative merchandising in supermarket displays. Digitally, we promote our products through our social media platforms and our online stores. CORPORATE SOCIAL RESPONSIBILITY Through Bening’s Foundation, Bening’s Clinic and Dr. Oky Pratama actively contribute to society through various social and charity initiatives as part of our dedication and responsibility. Besides our commitment to expanding the aesthetic market across Indonesia by establishing the best aesthetic clinics in the country, we also aim to create more business and job opportunities for local communities. We continue to engage with surrounding communities through social programs under Bening’s Foundation. We believe that by consistently pursuing these initiatives and working together as one team, we can make a positive impact on the nation taking small but steady steps toward a better future.
16 As the pioneer of inverter welding machines in Indonesia, BLACK RHINO provides a full range of inverter welding machine from SMAW, GMAW, GTAW, and FCAW for every need from hobbyist, home repairs, to production, workshops, heavy industry and shipyards. HISTORY From humble beginnings as a laborer in Glodok, to starting a growing 4sqm self-run store in 1988 where BLACK RHINO Welding machine is officially born in 2007, and finally consolidated in 2017 under PT. Mega Perkakas Abadi, RHINO has always been rooted as a safe, reliable, and ever-present welding machine and accessories brand created by brilliant local minds. Engineered to thrive under harsh work conditions and as a medium promoting the use of true proper energy and costefficient tools and machineries, BLACK RHINO embodies its founder; Tatang Suganda’s philosophy, that progress can only happen with consistent sincerity, perseverance, and trust. TARGET MARKET In 1999, Indonesia faced electrical shortages which affects homes and industries, which then directly affects trade in Glodok and life in general. At that time, technology of welding machines are stuck to transformers, which takes the equal of 2(two) household electricity to run and are highly inefficient in power. Working together with technicians and partners from Indonesia’s electrical company (PLN), Mr Tatang Suganda set out new machine technologies developed abroad. The now household name inverter technology electrical appliances was then introduced for one of the first time to Indonesia through a humble welding machine brand BLACK RHINO (patented later on in 2007), with the familiar yet endangered Rhinoceros as its mascot, as a symbol of defiance and strength in the face of hardship. PRODUCT BLACK RHINO welding machines are purpose built. With various type and size designated for use in certain degrees of work and conditions, our product embodies its logo of a Rhino by being tough and stubbornly reliable. Another Product of Mega Perkakas Abadi: TRICRAFT, KYK, TOKYO, DMX Missile.
17 LATEST DEVELOPMENT Like a rhinoceros always charging forward, BLACK RHINO has progressed to being in the cutting edge of welding industry management, sales and development in Indonesia. As sole proprietor and as of 2025, the only Indonesian welding and machine tool brand to manage production plant and development lab as subsidiary company under PT. Mega Perkakas Abadi, BLACK RHINO has the unique ability and opportunity to develop digitally controlled welding machines which are easier, safer, and even more energy efficient together with leading technology companies such as BYD on digitally controlled welding power source, and SMIC on intelligent welding control IC’s. PROMOTIONS As a brand which not only focuses solely on our work but also true to our core philosophy of sincerity and efficiency, we believe that BLACK RHINO product speaks for itself when we maintain 12–15-year-old units now used by second generation customers Free of Charge. BLACK RHINO creates a unique relationship with our clients as a reliable and efficient machine for truly working and earning a living, which in turn creates a sustainable following. To ensure comfort and confidence in product use, BLACK RHINO strategically constructs a growing number of national chain of service centers rooting from major cities and highest product usage areas and finally to all regency. As of 2025, we have covered all major industrial areas and work-centric cities numbering 12 nationwide with the same capability and technological means as our research and production plant. BRAND VALUE Our sincerity and long-standing trust with our customers slowly but steadily attracts more customers who recognizes BLACK RHINO value not just as a work tool, but a generational partner of integrity and trust passed down from master to apprentice and beyond. As of 2025, we are striving to also spread our values not just to old and new customers, but also to a broader spectrum of the general public.
18 Since 2015, BODIMAX, a South Korean brand specializing in home gym fitness equipment, introduced its flagship product—the Running Machine (home treadmill) —to the Indonesian market through national Home Shopping TV channels such as O-Channel. This pivotal moment positioned BODIMAX as an affordable home gym brand accessible to a wide range of people, from those in major cities to those in smaller towns across Indonesia. launching its first online stores on popular platforms such as Shopee, Tokopedia, Tiktok Shop, and Blibli. The following year, the company also launched offline stores in collaboration with renowned department stores like SOGO, SEIBU, AEON, and LOTTE group, with a total of 35 stores across 10 major cities in Indonesia. Over the course of 10 years, BODIMAX has established itself as the leading brand in the online home gym fitness market, successfully selling 2 million units across 30 different product lines. PRODUCT This philosophy drives BODIMAX’s commitment to the next level of product development. The brand focuses on creating home gym equipment specifically designed for urban households— simple, compact, space-efficient, and featuring a sporty design with modern smart features, all at an affordable price. We hear what BODIMAX’s customers want. HISTORY Kim Kyung Hyun, the founder and CEO of BODIMAX, recognized the potential for the home fitness industry to thrive in Indonesia. Driven by this insight, he began investing in building a robust brand ecosystem and a more solid marketing strategy in the country. This initiative expanded BODIMAX’s product portfolio beyond treadmills to include other home gym equipment, such as static bikes and muscle training tools. BODIMAX’s growth over the last five years has been especially remarkable. As the world grappled with a global pandemic, there was a heightened focus on health, with more and more Indonesians engaging in regular exercise. The pandemic and subsequent lockdowns restricted physical activity to home environments, triggering a surge in demand for home workouts. This shift in consumer behavior created the perfect opportunity for BODIMAX to offer the ideal home gym solutions for Indonesian households. In response to this growing demand, BODIMAX expanded its sales channels by
19 BRAND VALUE There are several reasons why many people struggle to stay active. Busy daily routines, lack of nearby gyms, feeling insecure as beginners, or simply the trend of being introvert— where people not comfortable to exercise in crowded space— are some of the common factors that often discourage people from maintaining a consistent workout routine. Understanding these challenges, BODIMAX comes up with the simple yet powerful slogan, “FIT AT HOME.” This straightforward message perfectly sums up the brand’s goal: to provide a solution for those who want to live a healthier life without leaving their homes. By offering products designed for home workouts, BODIMAX makes it easier for people to stay active in a comfortable and private environment. INNOVATION When people think about home gym fitness products, especially treadmills, they often imagine bulky machines with basic designs and colors. However, BODIMAX saw an opportunity to break this stigma and create fitness equipment that one of a kinds. The brand focuses on making unique products that are both functional and stylish. BODIMAX’s products are built with advanced technology from South Korea and offer multiple function in one machine. They have a compact design, are easy to move, and don’t require complicated assembly, making them perfect for smaller homes. Additionally, the machine ones are energy-efficient with low watt, have a sporty look with trendy colorful pallete, and include modern smart features programs. Most importantly, BODIMAX offers these high-quality products at an affordable price, making fitness accessible for everyone. PROMOTION What promotions has BODIMAX implemented to become a top seller both online and offline? Once again, it all comes back to our initial commitment: listening to what customers want. Today, consumers are used to comparing prices to find the best deal. The question often arises: is it better to shop online or offline? As a brand, BODIMAX is committed to maintaining a consistent national price, ensuring that customers do not have to worry about which sales channel to choose. The benefits and promotions are the same, whether shopping online or in-store, including extra gifts, free shipping, and special discount vouchers available only during certain periods. This simple yet consistent strategy has been successfully implemented for years. ACHIEVEMENT Bodimax as a home gym fitness brand has grown rapidly over the last 3 years and has won various prestigious awards in Indonesia. • 2022: Best Rising Star Sport BLIBLI Award • 2023: Best Sales in Sport & Hobby Category Tokopedia Award; Top Seller Sport & Gym 8.8 Tiktok Award • 2024: Campaign Ads Brand Excellence - Lifestyle Shopee Award; Indonesia Best Choice Award; Most Innovative Brand Award; Top Seller - Sport & Gym 12.12 Tiktok Award; Top 2 Best Selling Brands - Sports & Outdoors for 9.9, 10.10, 11.11, 12.12 • 2025: Nominees of Gym Equipment & Home Fitness SUPERBRANDS TARGET MARKET Sixty percent of BODIMAX’s target market consists of women, while the other 40% consists of men, with the largest age groups being Millennials and Gen Z. These customers are spread across 12 major cities in Indonesia, including Jakarta, Bandung, Surabaya, Yogyakarta, Semarang, Bali, Medan, Palembang, Samarinda, Balikpapan, Manado, and Makassar. The majority of BODIMAX’s customers are stay-at-home mothers who are looking for an easy way to maintain a healthy lifestyle from the comfort of their homes. Additionally, the brand attracts many busy professionals from major cities who only have time to work out at home due to their hectic schedules.
20 Bolt Pet Food is widely available through more than 20,000 pet shops and e-commerce platforms nationwide. Recently, the brand has also entered modern retail markets across Indonesia, gaining wide recognition and trust among consumers. Beyond the domestic market, Bolt Pet Food has expanded its reach to international markets, including Malaysia, the Philippines, Brunei Darussalam, the UAE, Sri Lanka, and Saudi Arabia. PRODUCT Bolt Pet Food offers more than 30 SKUs of cat and dog food, including both dry and wet formulations tailored for adult cats, kittens, and adult dogs—covering all breeds from small to large. All Bolt products are pork-free and formulated to meet the nutritional standards set by the Association of American Feed Control Officials (AAFCO). They are also registered under the Indonesian Veterinary Control Number (Nomor Kontrol Veteriner, NKV). Made from high-quality ingredients, Bolt Pet Food is highly digestible, with an appealing aroma and flavor to ensure excellent palatability. The products are enriched with Omega-6 fatty acids to promote healthy skin and shiny coats. LATEST DEVELOPMENT As competition in the pet food market intensifies, Bolt Pet Food continues to innovate and expand its product offerings to meet evolving consumer needs. Recent developments include the introduction of a wet food line for cats, available in cans and pouches, and the launch of a new SKU—Bolt Dog Small Breed Adult—catering specifically to adult small breed dogs. HISTORY Bolt Pet Food is produced by CPPETINDO, a company under PT Centralwindu Sejati, which is a subsidiary of PT Central Proteina Prima (CP Prima). As part of CP Prima, CPPETINDO benefits from established industrial facilities and infrastructure, along with extensive long-term experience in the production and distribution of pet food. Initially focusing on fish food products, CPPETINDO has continuously expanded its portfolio to include cat, dog, and bird food. Each product category offers a range of options from economy to premium levels, aiming to meet the diverse purchasing power of consumers. In 2017, Bolt Pet Food launched its first cat and dog food products. BRAND VALUE Since its launch in 2017, Bolt Pet Food has become one of the key players in Indonesia’s pet food market, operating for over eight years. The brand holds steadfast to its vision and mission—not only to be a pet food provider but also to be part of a shared journey between pets and their owners. Bolt Pet Food proudly runs the “Tumbuh Bersama” campaign, contributing to the creation of a healthy ecosystem by engaging all stakeholders, including B2B partners (distributors and pet shop owners) and B2C consumers (communities, shelters, and pet lovers), through positive and meaningful activities. TARGET MARKET Bolt Pet Food caters to Indonesia’s cat and dog lovers seeking quality products at affordable prices. The primary demographic includes individuals aged 18 to 50, such as pet owners with a large number of pets, pet rescuers, street feeders, and animal shelters. Product lines include Bolt Mother & Kitten for lactating cats and their kittens, Bolt Cat Adult for cats over one year old, Bolt Dog Adult Food for medium and large breed adult dogs, and Bolt Dog Small Breed Adult for small breed adult dogs.
21 PROMOTION To maximize promotional impact, Bolt Pet Food implements a comprehensive marketing strategy. This includes the use of store brandings and active social media campaigns on platforms such as Instagram, Facebook, TikTok (@ boltpetfoodid), and YouTube (Bolt Pet Food Indonesia). Digital advertising through Meta Ads also supports ongoing efforts to maintain and grow brand awareness while attracting new customers. Key events include the annual BOLTversary—celebrating the brand’s anniversary with pet lover communities. During the 8th BOLTversary, Bolt Pet Food set a MURI record for feeding the largest number of cats and dogs in Indonesia, reaching 4,300 cats and 5,241 dogs. To further promote the #TumbuhBersama campaign, Bolt organizes thematic contests encouraging pet shops to creatively design their store displays, increasing consumer awareness of the campaign. During Ramadan, the brand holds “Street Feeding bersama BOLT,” conducting 32 feeding points across Indonesia. Additionally, the “BOLT Berkah” promotion offers consumers opportunities to win major prizes such as Umrah trips, gold bars, and shopping vouchers worth millions of Rupiah. Bolt Pet Food always values its distributors by providing various programs designed to help boost sales and foster strong partnerships. CORPORATE SOCIAL RESPONSIBILITY CPPETINDO remains deeply committed to supporting animal welfare, especially for cats and dogs. Through the “CPPETINDO Save Shelter” program, the company regularly donates pet food to animal shelters, having contributed over 10 tons of Bolt Pet Food to more than 50 shelters across Indonesia. Beyond shelters, Bolt supports cat lover communities involved in street feeding programs, assisting thousands of cats through 25 communities nationwide in 2024. In the same year, Bolt also ran the “Bolt Berkurban” program, donating three cows for the Qurbani tradition and producing over 1,000 Qurbani packages distributed to underprivileged families across several regions in Indonesia. On the environmental front, Bolt Pet Food actively addresses packaging waste through its “Bolt Sayangi Bumi” initiative. This program enables customers to exchange used Bolt packaging at pet shops for products with the collected waste repurposed into useful items such as shopping bags. Between 2022 and 2023, the program successfully gathered 2.4 tons of packaging waste from more than 20 pet shops.
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