Company: Sumber Alfaria Trijaya Tbk PT
Brand Value: US$566 million
Year On Year Change: 33%
Year Formed: 1989
Alfa is a fast-growing retail brand that offers a range of shopping formats across Indonesia and, increasingly, the region. It has the Alfamart chain of minimarkets, Alfamidi grocery stores and Alfa Express convenience stores. Alfa also has a majority stake in the Indonesian operations of Lawson, the convenience store chain. The total number of stores has been growing at around 10 percent a year for several years, and in 2017 an additional 1,111 stores were opened, taking the total in Indonesia to almost 13,500. Around 100 new stores were launched in the Philippines in 2017, taking the total there to 300. The brand has long been focused on innovation; it was the first minimarket in the country to offer online shopping and click-and-collect services, and is now collaborating with Capital Life Indonesia to offer Asuransi CAKAP, which provides easy and affordable access to insurance. The parent company has also launched its own package delivery service, Sumber Wahana Sejahtera (SWS). Alfa is working with the bank BRI on a co-branded loyalty card called BRIZZI Alfamart, offering a greater range of privileges to customers. Marketing tends to focus on in-store promotions, communicated through TV, Facebook and Twitter, often featuring celebrity couple Raffi Ahmad and Nagita Slavina, and on on-the-ground brand activation. In 2017, Alfamart worked with PMI Indonesia (the Red Cross) to raise money for ambulances in areas of need, and to improve the health of the underprivileged. Alfamart has also joined the national “Wonderful Indonesia” tourism campaign.