Batara Group Strengthens Its Own Brands, Accelerates Building Materials Distribution to Eastern Indonesia

Batara Group, a building materials distributor that has been operating for more than five decades, is now entering an important phase of business transformation.

In its 53rd year, the company is not only strengthening its product portfolio and home brands, but also expanding its distribution reach to other strategic regions across Indonesia, including Eastern Indonesia, particularly Surabaya, Bali, and Nusa Tenggara.

This initiative was highlighted during a press conference held on the sidelines of IndoBuildTech 2025, which took place at ICE BSD City, Tangerang, on Wednesday (July 2, 2025).

On this occasion, Batara Group’s management stated that the company’s business direction is now increasingly focused on building a national premium product ecosystem and ensuring wider access to quality building materials across Indonesia.

IBT 2025 is a prestigious exhibition focusing on the construction, interior, furniture, and building industries. Batara brought all of its brands to the event.

During the exhibition, Batara Group showcased a range of construction solutions that emphasize innovation through product diversification and product advantages at Hall 8, ICE BSD, from July 2–6, 2025.

Visitors to the exhibition had the opportunity to see and experience firsthand various high-quality building materials from Batara’s brands.

Daniel Surya Tandi, President Director of Batara Group, said that the company’s participation in IBT reflects its commitment to the Indonesian market and serves as a platform to engage directly with industry professionals, stakeholders, and consumers.

"Our active participation in this exhibition aims to strengthen Batara Group’s position as an innovative building materials solutions provider, facilitate knowledge sharing, and build strong relationships with key stakeholders in the industry," he said.

From a Small Store to a National Distributor

Batara Group began its journey with Toko Batara, a modest building materials store in the Pinangsia area of Central Jakarta, established by Longtjing Tandi in the early 1970s.

Over time, the business grew into a major distribution company and established the Thai Gypsum manufacturing plant, which has since been acquired by a global company from Thailand.

In 1981, Batara Group was officially established under the name PT Batara Surya Semesta, with its headquarters located in the Petojo area of Tanah Abang, Central Jakarta, where it remains today.

Since then, the company has expanded its distribution network to various regions, including Semarang, Yogyakarta, Solo, Surabaya, Lampung, Balikpapan, and Makassar.

It is now targeting the establishment of several new branch offices, including in Surabaya and Eastern Indonesia.

"We grew from local roots, and today we stand as a national building materials provider that continues to innovate," Daniel said.

Since 2024, Batara Group has implemented an internal merger strategy by consolidating several subsidiaries under a single corporate umbrella. The objective is to strengthen the company’s national strategic direction and improve product management efficiency.

"Our business transformation is marked by a shift from being a conventional distributor to becoming a brand builder. We no longer only sell other companies’ products, but also develop our own brands that are ready to compete in the premium segment," added Reissa Siregar, Commercial Director of Batara Group.

Batara Group’s 6 Main Product Lines (Signature Product Lines)

Under the leadership of the second generation, Daniel Surya Tandi, Batara Group has not only preserved the family business legacy but has also expanded aggressively into various strategic regions across Indonesia.

With a modern vision and a management approach that adapts to changing times, Daniel has elevated Batara Group from a conventional distribution company into a national player focused on strengthening its own brands and developing innovative products.

Today, Batara Group owns several brands, including Duorock, Viscous, Ozvent, Smartcubic, Polyshield, Polynum, Casali, Wisproof, and Ice Cool.

These products fall under six main product lines that currently serve as the company’s key focus areas:

1. Phenolic Board – SMARTCUBIC
A multi-purpose board for toilet cubicles, tables, and partitions that is resistant to fire and chemicals.

2. Sealant – VISCOUS
A premium elastic sealant for building joints, designed to withstand extreme weather conditions and cracking.

3. Waterproofing Membrane – CASALI & WISPROOF
Leak-proof solutions made from asphalt-based materials, suitable for humid tropical climates.

4. Roof Insulation – POLYSHIELD & POLYNUM
Aluminum foil-based roof insulation designed to help maintain indoor temperatures.

5. Turbine Ventilator – OZVENT
An energy-efficient ventilation solution for both industrial and residential applications that promotes natural airflow.

6. Sound Insulation – DUOROCK
Mineral wool-based sound insulation for residential and professional spaces.

Batara Group also continues to market several imported products from global brands, carefully selected to ensure compatibility with Indonesia’s climate and building characteristics, including Onduline, Wacker, Pipamas, Lunalite, Norton, Tombo, and others.

Targeting Expansion into Eastern Indonesia and Strengthening Multiple Market Segments

One of the major strategic initiatives announced during the press conference was the company’s plan to expand its distribution network into Surabaya and Bali, with operations targeted to begin in the first quarter of 2026.

"Through this expansion, we aim to serve Surabaya and its surrounding areas, Bali, and the Nusa Tenggara region," Reissa explained.

The new branches will support development activities by providing easier access to premium building materials.

In addition, major and high-potential markets such as Greater Jakarta and Semarang will remain key focuses for distribution and marketing activities.

"Our product sales are currently nationwide, particularly for the project segment, which we serve across various regions in Indonesia," Reissa said.

However, for the retail business, she explained that the company is still focusing its distribution efforts on two primary areas: Greater Jakarta and Semarang.

"Meanwhile, in 2025 we are also developing new distribution channels, which in the initial phase will be focused primarily on Java, Bali, and Nusa Tenggara," she emphasized.

To date, most of the building materials distributed by Batara Group are used in developers’ projects, including high-rise buildings, landed housing developments, industrial facilities, office buildings, hospitals, and various other projects. These include developments by Paramount Land, Metland, and Ciputra Group.

"Currently, the largest demand comes from the project segment. Around 65% of our sales come from projects, while the remainder comes from retail. In 2025, the composition could become more balanced as our products are now available through a broader retail network, including Mitra10 and Depo Bangunan," Reissa concluded.

This article is a republished version of a press release originally published by Properti Terkini: https://propertiterkini.com/