AWAL KISAH BERDIRINYA AQUA

Summary

The video tells the inspiring story of Tirto Utomo, founder of Aqua, Indonesia's first bottled water brand. Starting Aqua in 1973, Tirto faced challenges, including skepticism from those who thought selling bottled water was a foolish idea. Despite initial struggles, including low sales and almost closing the factory, Tirto's persistence paid off. He marketed Aqua to foreign companies and luxury establishments, eventually gaining acceptance. Aqua's success was driven by its commitment to quality and Tirto's bold business strategies, making bottled water popular and accessible in Indonesia.

Takeaways

• 💧 The name 'Aqua' comes from two words: 'A' meaning water and 'kua', referring to the Chinese name of the founder, Tirto Utomo (Hwasin Bio).
• 👨‍💼 Tirto Utomo, born in Wonosobo in 1930, is a well-known entrepreneur in Indonesia, famous for founding Aqua.
• 📅 Aqua was founded in 1973 by Tirto through PT Golden Mississippi, pioneering the bottled water business in Indonesia.
• 💡 His idea of selling bottled water was initially mocked, as people couldn’t understand why anyone would pay for water, which was cheaper than gasoline at the time.
• 🚰 Tirto got the idea to create bottled water after hosting foreign guests in Indonesia who fell ill from drinking the local water.
• 🏭 With a capital of 150 million rupiah, Tirto and his brother Selamet Utomo established the Aqua factory in Bekasi, producing six million liters per year.
• 💪 The early days of Aqua were challenging, with the business almost closing down due to poor sales and public skepticism.
• 📈 Tirto decided to raise Aqua's price threefold and target foreign companies and higher-end markets, which helped boost sales.
• 🏞 In 1982, Aqua switched from using well water to natural mountain springs, improving the product's quality and appeal.
• 🔑 Tirto's famous quote emphasizes that the real challenge in producing bottled water is ensuring quality in both the water and its packaging, requiring both courage and knowledge.

Q & A

What is the origin of the name Aqua?

The name Aqua is derived from two parts: 'a' meaning water and 'kuah' referring to Huasin Bio, the Chinese name of Tirto Utomo, the founder of Aqua.

Who founded Aqua, and when was the company established?

Aqua was founded by Tirto Utomo, also known as Huasin Bio, in 1973 through his company, PT Golden Mississippi.

Why was Tirto Utomo's idea of selling bottled water initially mocked?

Tirto Utomo's idea of selling bottled water was considered strange because, at the time, people thought it was unnecessary to pay for water, especially since it was more expensive than gasoline.

What inspired Tirto Utomo to start a bottled water business?

Tirto Utomo was inspired to start a bottled water business after foreign delegates visiting Indonesia complained about the poor quality of drinking water, which caused illnesses like diarrhea.

What was Tirto Utomo’s background before starting Aqua?

Before starting Aqua, Tirto Utomo worked as a journalist and later as a lawyer for the oil company Pertamina, where he held the position of Head of Legal Division and International Sales.

How did Tirto Utomo respond when Aqua faced poor sales in the early years?

When Aqua faced poor sales in the first three years, Tirto Utomo raised the price of Aqua threefold and shifted its target market from the general public to foreign companies in Indonesia, which eventually led to an increase in demand.

What changes did Aqua make to its production process in 1982?

In 1982, Aqua switched from using well water to using natural spring water from mountains, believing it contained natural nutrients and had a better composition.

How did Tirto Utomo distribute Aqua in the early stages?

In the early stages, Tirto Utomo distributed Aqua by giving three free bottles to street vendors to gauge customer interest. Once demand grew, he began charging for the bottles.

What was one of Tirto Utomo’s famous quotes about the challenges of producing bottled water?

One of Tirto Utomo’s famous quotes was: 'Many people think that producing bottled water is easy—they assume it's just putting water in a bottle. The real challenge is making the best water, packaging it well, and delivering it to consumers.'

What role did Aqua play in Indonesia’s business landscape by the 1980s?

By the 1980s, Aqua had established itself as a leading brand, with its water being served in high-end restaurants and companies, demonstrating its shift from an underappreciated product to a premium offering.