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Executive column: Teguk takes on FMCG, global supply chain disruptions
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Teguk CEO Maulana Hakim (left) and founder Najib Wahab (right) pictured in an undated photograph. (Teguk/-)
T
he Jakarta Post’s Divya Karyza interviewed Teguk CEO Maulana Hakim on Saturday to explore the Indonesian food and beverage company’s journey leading to the opening of its first store in New York, the United States, its plan for further expansion and its latest venture into the fast-moving consumer goods (FMCG) segment.
Question: How did you come up with Teguk?
Answer: I have a background in marketing and supply chain management. I was a professional in both fields, but I also considered establishing my own food and beverage business. Then in 2018, my brother Najib Wahab and I noticed that beverages sold in takeaway packaged cups were very popular among Indonesian consumers, especially those in the age group of 18 to 25 years.
People who go to shopping malls were often willing to spend Rp 40,000 [US$2.62] to Rp 50,000 on a cup of coffee, tea or other types of drinks, such as bubble tea. But we realized that beverages with such high prices did not appeal to the lower-middle-income group, which in our perspective offers huge market potential. So we have the vision to provide premium beverages with high-quality ingredients at affordable prices.
What does opening a chain abroad mean to you? Why expand to New York?
We have a vision for local Indonesian brands to penetrate the global market. Our brand managing to take a step in that direction is an important achievement.
We intentionally opened our first outlet in the US, because the country has a sizeable population. Moreover, we sell coffee, tea, bubble tea and other popular drinks that depend on both our creativity and innovation as well as consumer demand.
