Irwan Hidayat Director of SIDO MUNCUL

ukms.or.id – SIDO MUNCUL , Irwan Hidayat Director of PT Industri Jamu dan Farmasi Sido Muncul Tbk
Loving the Consumers, Caring the Earth
It has been a long journey for Sido Muncul in growing its business In Indonesia. Besides modernizing business processes, this herbal medicine company that was established in 1951 is still being consistent in upholding values, such as protecting consumers, protecting the environment, and sharing Kindness.

This family-owned business has continued to build public trust by going public in 2013. Wondering how the story began? Check out our conversation with Irwan Hidayat, Director of PT Industri Jamu dan Farmasi Sido Muncul Tbk.

How did you build Sido Muncul?

The founder is my grandmother. My grandmother was born in 1807. She was born into a wealthy family in Semarang, She was married in 1914, in 1925, my grandparents’ family fall into poverty because of the global economic crisis that emerged after World War Lin 1930, she moved to Solo, Central Java There, she opened a bakery business Then moved to Jogja and in 1940, she opened a herbal medicine business for the first time. In 1940 during the war situation, she fled to Semarang. it was In 1951, she founded Sido Muncul

I am the sbeth of 46 grandchildren My mother is the seventh child. In
1951, I was getting sick so often. Then, I was being adopted and taken care at. Since childhood, I’ve been with my grandmother.

Does it mean that your current business sense comes from your grandmother?

I don’t know exactly. What I’m sure of is that since I was young, I didn’t enjoy going to school and never graduated In 1960, I wondered what job I could get and where I could get it. Given that no company would accept me because am not educated yet lack experience person. Finally, the only available option at that time, Sido Muncul.

That year, I helped Sido Muncul, along with my four younger siblings. In 1953, Sido Munculs employees were only ten people. In 1969, my grandmother retired at the age of 73. Then, I ask mama and papa to buy shares in Sido Muncul At that time, Sido Muncul was still a small business

What breakthrough did you make when you joined Sido Muncul at that time?

Anyway, I just hop the business matter with my younger siblings If I remember, I wasn’t very serious either in doing my job. Moreover, don’t have a formal education and lack experience. We work with limited experience and knowledge. Tend to make errors. 60% of our work at that time was just walking around and the rest was helping the work

In 1984 and 1085, I realized why the business was not selling well, in another word, the herbal medicine business was running static. questioned why the herbal medicine business was not as good as the pharmaceutical business. I am aware that the pharmaceutical business has a place in society because it is scientifically based From that moment on, I was determined on how the
consumer community would trust Sido Muncul

Then, what do you do to make people believe in Sido Muncul?

First, we have to show that Sido Muncul can protect consumers Second, the products must be scientifically based.

Third, the Sido Muncul factory must be able to protect the environment. So, let’s say we are in the business and we still taking care of those elements, people will end up taking care of us too. Building that trust is our major step. I learned from the pharmaceutical industry. We learn the ethics of the doctor profession.

We are committed to managing this company using our heart, mind, and regulations. What became number one is a heart like in a doctor’s cath

Anyway, anything that I considered good, I imitate it and apply it to the company. Our orientation is consumer safety

When did it start going public?

My mother wants the company to take the floor on the stock exchange in 2013. Our parents want us to go public so that this company would continue to exist in the future and last longer. There is indeed a public company that fell apart.

Conflict in a business family should be considered. My mother and father set an example in their life. They taught us to live in harmony by setting an example of harmony.

My parents get along well with siblings, get along well with their friends. They never quarrel in their life. Apart from being educated by our parents, we have been able to develop until now, all thanks to God’s blessing

Do you uphold your values for the sake of the company?

In 1996, we built a factory. By then, I realized that the life of the consumer is dynamic. Their condition will not remain the same. In the future, their Ives will be colored with information technology, have different lifestyles, improve their economy, care more about health, and so on. Since building the factory, we have been oriented towards kindness for consumers and the environment

How do you see the competition in the Industry?

With fellow herbal medicine producers, we prefer to promote cooperation or competition. In fact, with pharmaceutical players, we are more than happy to become a partner. We become supporters, we can treat degenerative diseases.

For example, people after surgery need to be supported by consuming honey or ginseng. We are always looking for creations to avoid conflict with each other. We feel that both herbal medicine and pharmacy are needed. both have their advantages and disadvantages

What is the form of education like? It is not easy to make people aware. We need time to educate them. What is important, we remain consistent. For us, this business is a business of trust, we must protect consumers, as well as be scientifically based in this case, consistency is important. That trust can only be repaid with time

What does go public mean to you? For me, being a public company is part of building trust. So, we are now in control. There are independent commissioners, we are open. am sure that by going public, people’s trust will grow even more. Not only to save the family, but this is very strategic.

In today’s era, it is normal for companies to be controlled. We are now living in the era of information technology. If we make even the slightest mistake, people will make it viral everywhere. Therefore, today’s business must prioritize trust. So, if we love our customers then our customers will love us too. We protect the environment then the environment will protect us too. That’s what made us big until now

You also opened a hotel business with a well-known brand, Tentrem How is the story?

The idea to open the Tentrem hotel business came in 2012. At that time, became a sponsor of the Cap Go Meh festival in Yogyakarta Then, someone told me why not build a hotel there and named it Tentrem. I thought the name was good and then I patented the brand and got accepted.

I see this as an early sign from God that this brand is going to be good I have a fooling that Tentrem will be good and the whole family agrees with the name. Then I got land in Yogyakarta and I built there Hotel Tentrem was inaugurated In 2013. After being established many people appreciate this hotel. After being successful in Yogyakarta, seven years later, we then built Tentrem in Semarang

Is there a new concept carried out by Tentrem Hotel in Semarang?

Speaking of concepts, we included small businesses, such as wedang tahu, soto, gudeg, spring rolls, and so on. What is the purpose? I want our existence to be useful for small and medium enterprises (SME). We saw foreign franchises are great, even though the products and foods are mediocre. However, they can build up to thousands of outlets.

Whilst we have delicious food, but it is underdeveloped
I want them to grow and become more famous Curently, they are becoming half a star. I hope that someday they will become stars in the culinary world. We want our existence to be beneficial to the surrounding community. That Includes raising its tourism potential

How is your view on tourism in Indonesia?

I see tourism as a non-destructive business. In 2010 and 2011, I was concerned about tourism by
highlighting tourist destinations in Sido Muncul’s advertisements. The first advertisement raised Papua through the Sajojo dance in the Kukubima Energi ad Followed by other tourism destinations. With cool advertisements and cool destinations, Indonesians are getting to know and love tourism in their own country. From 2011 to 2013, Sido Muncul through Kukubima Energi spent nearly US$ million to advertise Indonesian tourism

What are your plans for Tentrem?

Now we construct a building in Alam Sutera. We are not the developer there, we are only an operator
How do you see opportunities in Indonesia?

We try to manage time as best as we can. For me, this pandemic is a period of preparation. And everything

needs to be done quickly and without waiting. We are constantly looking for new opportunities. And we also don’t forget to keep praying while working hard. Hence, I always maintain my passion for loving my job. For me, In 2025, Indonesia will enter a new chapter. The environment will be better. There will be more investors. The future will not be the same as today

M QUOTES
“We have to show that Sido Muncul can protect consumers. Second, the products must be scientifically based. Third, the Sido Muncul factory must be able to protect the environment.
So, let’s say we are in the business and we still taking care of those elements, people will end up taking care of us too.”
Irwan Hidayat Director of Industri jamu dan Farmas SidoMuncul Tbk

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