Page 38 - Forbes - Asia (December 2019 - January 2020)

SPECIAL ADVERTISING SECTION

PT NIPPON INDOSARI

CORPINDO:

GROWING FROM STRENGTH TO STRENGTH

Indonesia’s largest bread company maintains a competitive edge at home while building its presence across the region,
recently expanding its reach to the Philippines.

As the largest and most successful bread
company in Indonesia, PT Nippon Indo-
sari Corpindo Tbk and its top-selling
brand, Sari Roti, has gone from strength
to strength since the firm’s establish-
ment almost 25 years ago. The company
has an overwhelming 90% market share
in Indonesia’s mass production of bread,
having leveraged technology and a com-
prehensive distribution network to meet
fast-rising demand for bread and cakes by
Indonesia’s middle-class consumers.
Last year, the company expanded its
regional footprint to the Philippines by
operating its first plant in Laguna, Manila, Sari Roti factory in Cikarang, West Java
through SariMonde Foods Corporation
(SMFC), a joint venture with Monde Nis- In November 2017, private equity giant Currently, these facilities are baking more
sin Corporation. Within just one year, Sari KKR became the company’s third-largest than five million pieces of bread and cakes a
Roti bread has become available in 1,800 shareholder through a rights issue. day. Another two new plants are scheduled
outlets across the Philippines. to come online in 2020, ensuring that the
Indosari was founded by the Salim A Recipe for Success company has sufficient capacity to meet the
Group, the Yap family and Pasco Shiki- Sari Roti’s achievements can be attributed country’s growing demand for bread over
shima of Japan. Wendy Yap—the daugh- to a combination of factors. The brand the next few years.
ter of the late Piet Yap, one of the found- uses Japanese technology to ensure a As part of its environmental, social and
ers of Bogasari Flour Mills of Indonesia—is standard of high quality and hygiene, but corporate governance, in 2016, Indosari
the President Director and Chief Executive tailors its products specifically for Indo- started a corporate social responsibility
Officer of the company. In 2010, Nippon nesian tastes. Sari Roti products are also program called Miss Roti, which aims to
Indosari became the only bread-pro- distributed through an extensive net- improve the quality of life of Indonesian
ducing company listed on the Indonesia work, including modern trade channels, families by offering income opportunities
Stock Exchange with ticker code ROTI. such as minimarts and supermarkets, and to housewives. Miss Roti has so far helped
general trade outlets, 800 women across the major Indonesia
such as small shops, tri- islands of Java, Sumatera and Kalimantan.
cycles and direct sales With exciting growth plans in place,
to homes and schools. Sari Roti will continue to be the dominant
In total, Sari Roti is dis- brand in Indonesia, even as it expands
tributed through more more widely in the region.
than 90,000 outlets in
Indonesia. The company
is now looking to repli-
cate the same success in
the Philippines.
Indosari today oper-
ates 14 factories, with
13 strategically located
across Indonesia and For more information:
Sari Roti Bread Corner one in the Philippines. www.sariroti.com

6 Indonesia