Sejarah bagaimana Indomie tercipta dan kisah sedih di baliknya!!!

Summary

The story of Indomie, Indonesia's iconic instant noodle brand, begins with Jayadi, a businessman who founded the company in the 1970s. Initially faced with competition from Salim Group's Sarimi, Jayadi’s Indomie grew rapidly. Despite initial successes, a betrayal by the Salim Group led to a joint venture in 1984, eventually allowing Salim to take control of Indomie. In 1998, after President Soeharto's resignation, Jayadi sued the Salim Group for unfair business practices, but his efforts were unsuccessful. Indomie, now a global brand, represents not just success, but the painful story of its creator’s betrayal.

Takeaways

• 😀 Indomie was created by Jaya di Jaya and his colleagues, with the brand's history dating back to 1964 when the company was first established.
• 😀 Indomie gained popularity in Indonesia due to its affordable price, easy storage, and quick preparation, making it a staple food.
• 😀 In 1982, the launch of the chicken curry flavor significantly boosted Indomie's sales, and in 1983, fried Indomie was introduced, solidifying its place in the market.
• 😀 Jaya di Jaya, as President Director of PT Jangkarjati, played a key role in expanding Indomie internationally to countries like the United States, Malaysia, and Australia.
• 😀 The rise of Indomie was met with competition from Salim Group's Sarimi, which entered the market in the 1970s during Indonesia's food crisis.
• 😀 Despite Indomie's success, Sarimi aggressively marketed its products at a lower price and gained 40% of the instant noodle market share in Indonesia by the mid-1980s.
• 😀 Salim Group approached Jaya with a collaboration proposal, and after initially rejecting it, Jaya ultimately agreed to form a joint company called PT Indofood Internasional Corporation in 1984.
• 😀 In the joint venture, Salim Group took a 42.5% stake in PT Indofood, while Jaya and his team held 57.5%. Salim's strategy was to gain technical expertise and financial support from Indomie.
• 😀 Over time, Salim gradually took control of PT Indofood, eventually pushing Jaya and his colleagues out of the company.
• 😀 Jaya felt betrayed and, after Soeharto's resignation in 1998, filed a lawsuit claiming that the sale of his company and its subsidiaries, including Indomie, was forced. The South Jakarta District Court rejected his case, and the Supreme Court upheld the decision in 2005.
• 😀 After his legal battle ended in defeat, Jaya started a new venture under the name PT Jakaratanama, launching a new noodle brand called M Gaga, but his connection to Indomie remained a painful memory.

Q & A

Who was the key figure behind the creation of Indomie?

The key figure behind the creation of Indomie was Jayadi, a businessman who played a significant role in the development of the brand.

What was the original name of the company that created Indomie?

The original name of the company was PT Sanmaru Food Manufacturing, which later became known for producing Indomie.

How did Indomie gain popularity among the Indonesian people?

Indomie gained popularity because it was affordable, durable, easy to store, and could be prepared quickly, making it a convenient option for Indonesian households.

What role did Jaya play in the success of Indomie?

Jaya, as the President Director of PT Jangkarjati, was instrumental in leading the company and expanding the Indomie brand both locally and internationally, significantly increasing sales and establishing the brand in various countries.

What major event led to the failure of Salim Group’s plan to replace rice with instant noodles?

The failure of Salim Group’s plan to replace rice with instant noodles occurred when Indonesia's rice stock improved, and the country achieved food self-sufficiency in 1984, leading to the collapse of their ambitious plan.

How did Salim Group try to challenge Indomie after the failure of their plan?

Salim Group launched a competing product called Sarimi, which they marketed aggressively through various media and by pricing it below Indomie, ultimately gaining a significant share of the instant noodle market in Indonesia.

What was the outcome of the joint venture between Jaya's company and Salim Group?

The joint venture between Jaya's company and Salim Group led to the creation of PT Indofood Interna Corporation in 1984. Over time, control of the company shifted from Jaya to the Salim Group, leading to Jayadi feeling betrayed as Salim Group took full control of Indomie.

What legal action did Jayadi take after losing control of Indomie?

After losing control of Indomie, Jayadi filed a lawsuit against the Salim Group, seeking to annul the sale of his company and recover the brand rights. However, his lawsuit was rejected by the courts, including the South Jakarta District Court and the Supreme Court.

What happened to Jayadi's business after the betrayal?

After the betrayal, Jayadi started a new business through PT Jakaratanama, producing a new line of instant noodles called M Gaga, as well as other food products like canned food and sausages.

What emotional impact did the betrayal have on Jayadi?

The betrayal deeply affected Jayadi, as he felt heartbroken and forced to relinquish control of the brand he had built. Despite this, he remained silent for many years due to the political and business environment at the time, which was heavily influenced by the Salim Group's close ties to President Soeharto.