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Jakarta Post

Once boycotted, Sari Roti aims to get Ramadhan love

  • Winny Tang

    The Jakarta Post

Jakarta   /   Sat, May 12, 2018   /   11:00 am
Once boycotted, Sari Roti aims to get Ramadhan love Nippon Indosari Corpindo's bread, branded as Sari Roti, is displayed on a shelf of a convenience store in Jakarta. (Kontan/Cheppy A. Muchlis)

Once the target of a boycott, Sari Roti bread has regained the trust of its customers. PT Nippon Indosari Corpindo, the producer of Sari Roti, saw its sales rise 9.4 percent in the first three months of this year to Rp 659 billion (US$46.79 million), compared to the same period last year.

The bread manufacturer is looking for double-digit sales growth, banking on Idul Fitri festivities and factory expansion.

“We hope we can book double-digit growth in sales this year, or an increase of 15 percent,” said PT Nippon Indosari external communications head Stephen Orlando at a media briefing on Friday.

Approaching the Ramadhan and Idul Fitri holidays, the bread manufacturer will prepare special packaging and promotions to increase demand for its products, he added.

In December 2016, Sari Roti was the target of a boycott from an Islamic group that campaigned for the imprisonment of then-Jakarta governor Basuki “Ahok” Tjahaja Purnama.

Read also: Sari Roti under fire after denying involvement in 212 rally

During the rally, several three-wheeled carts distributed Sari Roti bread for free, creating an assumption that the bread company supported the protest.

Following this, the company issued a statement to clarify the issue, saying it was not involved in any political movement. The statement made protesters unhappy, who subsequently called for a boycott. 

Meanwhile, despite the fluctuation of the rupiah, which was due to the strengthening United States dollar, the company said it was not facing any problems as all of its business transactions were carried out using the rupiah.