Product Diversification Drives Batara Group’s Growth Strategy in Indonesia’s Building Materials Market

PT Batara Surya Semesta (Batara Group) is recognized as one of Indonesia’s pioneering building materials distributors. Since 1972, the company has supplied a wide range of premium building products and solutions to support the country’s growing construction and property sectors.

"Batara Group remains committed to delivering high-quality products and exceptional customer service," said Daniel Surya Tandi, President Director of Batara Group, in Jakarta on July 2, 2025.

More than five decades of consistent performance, coupled with a strong focus on innovation, have enabled the company to remain competitive and relevant in an increasingly dynamic marketplace.

According to Daniel, Batara Group was founded by the first generation with a clear mission: to provide Indonesian communities with high-quality building materials and help customers realize their vision of creating safe, comfortable, and aesthetically appealing buildings.

Business Transformation Through Product Diversification

Reissa Siregar, Commercial Director of Batara Group, explained that as the company celebrates its 53rd anniversary, it is undertaking a business transformation initiative aimed at strengthening its corporate identity and increasing awareness of Batara’s growing portfolio of building material brands.

The transformation is part of a broader strategy to position Batara Group as a comprehensive building solutions provider, offering customers not only premium products but also technical expertise, reliable service, and long-term support.

"To support our business development goals in 2025, we are implementing a range of improvements across both internal and external operations, including product development, technology adoption, marketing strategies, human capital enhancement, and the expansion of our distribution network," Reissa said.

She added that Batara Group understands the growing importance of quality, safety, and comfort among Indonesian consumers, particularly within the expanding upper-middle and premium market segments.

As demand continues to rise for higher-quality residential and commercial properties—driven in part by the growing wellness living trend—the company has focused on offering products that support healthier, more comfortable, and more sustainable buildings.

To address these market needs, Batara Group has developed a portfolio of premium brands that have been established in the Indonesian market for more than 20 years.

These include:

• CASALI and WISPROOF waterproofing membrane systems
• POLYSHIELD and POLYNUM roof insulation solutions
• OZVENT ventilation turbine systems
• VISCOUS sealants
• DUOROCK mineral wool insulation
• SMARTCUBIC phenolic board systems

To strengthen engagement with customers and industry stakeholders, Batara Group recently showcased its complete product portfolio at IndoBuildTech (IBT) 2025, Indonesia’s leading exhibition for construction, interior design, furniture, and building materials.

"Our participation in IndoBuildTech reflects Batara Group’s commitment to the Indonesian market and provides an important platform for direct engagement with industry professionals, stakeholders, and consumers. The exhibition also strengthens our position as an innovative building solutions provider while enabling us to exchange knowledge and build stronger relationships with key industry players," Daniel said.

From a Small Shop to a National Building Materials Distributor

Batara Group’s story began with a small building materials shop founded by Longtjing Tandi, Daniel’s father and a respected entrepreneur in Indonesia’s building materials industry.

The company’s origins can be traced back to Toko Batara, a modest store located on Jalan Pinangsia in Central Jakarta.

"The store started as a small family business. Over time, it gained the trust of customers and contractors, allowing it to grow steadily and expand its reach," Daniel recalled.

As the business evolved, Longtjing Tandi established Thai Gypsum, a gypsum board manufacturing company that was later acquired by a major Thailand-based multinational corporation.

Meanwhile, Toko Batara continued serving customers while the business expanded under the Batara Surya Semesta banner, focusing on the distribution of premium imported building materials.

"Today, Batara Group operates distribution centers across Greater Jakarta—Jakarta, Bogor, Depok, Tangerang, and Bekasi—as well as Semarang, Central Java, serving customers throughout Indonesia," Reissa added.

Expanding Access to Eastern Indonesia

As a company that has built its reputation over more than five decades, Batara Group remains optimistic about Indonesia’s economic outlook and construction sector growth in 2025.

This confidence continues to drive the company’s expansion strategy, particularly through the development of a broader distribution network.

In the near future, Batara Group plans to establish new distribution centers in Surabaya, East Java, and Bali.

The expansion forms part of the company’s strategic initiative to strengthen building materials distribution across Eastern Indonesia while reinforcing its nationwide logistics network and supporting Indonesia’s development agenda.

"Equitable development is not only about quality—it is also about ensuring equal access across all regions. Through the addition of a new distribution center in Surabaya, we aim to provide reliable and efficient access to high-quality building materials for customers in Sulawesi, Maluku, and Papua, in addition to East Java," Reissa explained.

Batara Group’s products are widely used in projects developed by leading property and construction companies. Its solutions have been specified in high-rise buildings, landed residential developments, industrial facilities, office buildings, hospitals, and various other commercial and institutional projects.

The company’s strongest project footprint remains in Greater Jakarta and major cities across Java, including Semarang, Yogyakarta, Solo, and Surabaya, as well as key markets outside Java such as Lampung, Balikpapan, and Makassar.

Batara Group serves both project and retail customers through modern retail channels, including Mitra10 and Depo Bangunan.

Currently, the project segment remains the company’s largest source of revenue.

"Until 2024, our sales were still predominantly driven by the project segment, as we supplied major developments by leading developers such as Paramount Land, Metland, and Ciputra Group. Approximately 65% of our sales came from projects, while the remaining 35% came from retail channels. In 2025, however, we expect a more balanced contribution between the two segments as our presence in retail stores continues to expand," Reissa concluded.

This article is a republished version of a press release originally published by Warta Ekonomi: https://wartaekonomi.co.id/