Jiwa Group

What Jiwa Group does

Jiwa Group (legal entity PT Luna Boga Narayan) is an Indonesian multi-brand food and beverage platform headquartered in Jakarta, operating since 2018 a portfolio of consumer brands anchored by Janji Jiwa, a grab-and-go specialty coffee chain with 900+ outlets across 100+ Indonesian cities. The group has progressively extended its brand matrix with Jiwa Toast (toast chain, 400+ outlets), Jiwa Tea (tea-based beverages), Kopi Sejuta Jiwa (mobile coffee cart concept targeting up to 1 million MSME partners), Janji Jiwa Culture (lifestyle coffee spaces), and Burger Geber (QSR burger vertical launched in 2023). Underlying the retail footprint is a farm-to-cup supply chain in which Jiwa Group sources coffee beans directly from Indonesian farmers and operates in-house roasting to international standards, complemented by a proprietary JIWA+ mobile application for order-ahead, payment via multiple e-wallets, and a points-based loyalty program. The group also distributes through GoFood, GrabFood, ShopeeFood, and Traveloka Eats and offers a corporate catering arm (Big Order / Catering Service) with a 100-pax minimum.

Jiwa Group's commercial model is predominantly franchise and partnership-driven: Janji Jiwa and Jiwa Toast scale through licensed store operators, while Kopi Sejuta Jiwa codifies the same playbook into mobile-cart MSME partnerships. Pricing is anchored at the value end (Kopi Sejuta Jiwa Rp 8,000-10,000 per cup) and stepped up to mid-market coffee (Janji Jiwa Senja Series promotional Rp 17,000) and higher-end toast SKUs (Rp 23,000-46,000), letting the group cover distinct consumer price tiers without brand dilution. Revenue is generated from direct retail sales, franchise/licensing royalties, marketplace commissions paid to delivery aggregators (offset by volume), and corporate catering contracts. The company has been recognized through the Top Brand Award in Coffee Café (2020-2022) and Toast Chain categories, two consecutive World Branding Awards Brand of the Year in Indonesia (2022-2024), Forbes Asia 100 To Watch 2022, and a MURI record for fastest coffee shop growth, and holds MUI/BPJPH Grade A Halal certification across all outlets. The company is venture-backed, having received funding from Openspace Ventures and Capsquare Asia Partners in November 2021.

Name

Jiwa Group

Legal name

PT Luna Boga Narayan

Website

https://jiwagroup.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

251–500 employees

Short description

Jiwa Group is an Indonesian multi-brand F&B company operating 900+ Janji Jiwa specialty coffee outlets, 400+ Jiwa Toast outlets, and mobile Kopi Sejuta Jiwa carts across 100+ Indonesian cities, sourcing Indonesian coffee directly from farmers and serving consumers via a JIWA+ mobile app and third-party delivery platforms.

Ownership category

akta.pro rank

NAICS

Limited-Service Restaurants (722513), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Breakfast & Coffee QSR (THAFAAAI)

akta.pro secondary industry

Espresso Bars & Coffee Bars (THAFADAD)

Keywords

• Grab-and-go coffee
• Coffee chain operations
• Franchise coffee retail
• Mobile coffee carts
• Indonesian F&B brands

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct Retail Sales: Revenue generated from direct sales through owned and franchised Janji Jiwa coffee outlets, Jiwa Toast toast shops, and Janji Jiwa Culture lifestyle spaces. Customers purchase on-site or via the JIWA+ app for pick-up.
2. Big Order and Catering Services: Corporate event catering and bulk ordering services for meetings, parties, and gatherings with minimum 100 pax. Includes Janji Jiwa Big Order, Janji Jiwa Catering Service, Janji Jiwa E-Vouchers, and Kopi Sejuta Jiwa Big Order.
3. Third-Party Delivery Platform Commissions: Revenue from partnerships with GoFood, GrabFood, ShopeeFood, and Traveloka Eats. The company pays commission fees to these platforms for order aggregation and delivery services.
4. Franchise and Partnership Licensing: Revenue from Kopi Sejuta Jiwa partnership program where MSME players become mobile partners through franchise licensing, with regular coaching and support from Jiwa Group.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Jiwa Group is an Indonesian food and beverage company that operates a multi-brand portfolio centered on grab-and-go coffee. Its flagship Janji Jiwa brand runs 900+ outlets across 100+ Indonesian cities serving fresh-to-cup Indonesian coffee sourced directly from local farmers and roasted in-house. Supporting brands include Kopi Sejuta Jiwa (mobile coffee carts), Jiwa Toast (toast products), Jiwa Tea (tea beverages), Janji Jiwa Culture (lifestyle spaces), and Burger Geber, all connected through the JIWA+ mobile ordering app and supplemented by corporate catering services.

Product overview

Jiwa Group is an Indonesian F&B company operating a multi-brand portfolio focused on coffee, food, and beverages. The company encompasses three core brands: Janji Jiwa (flagship grab-and-go coffee chain with 900+ outlets), Kopi Sejuta Jiwa (mobile coffee cart concept for affordable coffee), and Janji Jiwa Culture (lifestyle coffee space). Supporting brands include Jiwa Toast (toast products), Jiwa Tea (tea beverages), and Burger Geber (burger line). The ecosystem is powered by JIWA+ mobile application for ordering, skip-the-line functionality, and loyalty points. Big Order services enable corporate catering. The company operates under partnership-driven business model with over 900+ outlets across 100+ cities in Indonesia.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Served over 40 million products in 2021
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

16 partnerships are on record, tiered minor.

• KITKAT (Nestlé)minorGTM or Marketing Partner · 13 February 2023Valentine's Day collaboration creating #JanjiSpreadTheLove menu with Salted Caramel Crush (Janji Jiwa) and Classic Butter Toast (Jiwa Toast) featuring KITKAT Spread. Starting from Rp 23,000.
• Netflix (Kretek Girl)minorGTM or Marketing Partner · 1 January 2023Collaboration with Indonesian Netflix series 'Kretek Girl' releasing 6 new menu variants with coffee and non-coffee choices inspired by spices.
• Head in The Clouds JakartaminorGTM or Marketing Partner · 15 November 2022Official coffee partner for the December 2022 music festival at PIK 2. Created four special menus inspired by 88rising artists: Oathentic88, Purple Summertime, FIRE IN THE CLOUDS toast, and LA LA TOAST YOU. #JiwaisRising campaign.
• OATSIDEminorGTM or Marketing Partner · 1 January 2022Three new menu variants made from oat milk - Oathentic88 (coffee with oatmilk) and Purple Summertime (dragon fruit, peach, chamomile tea) from Janji Jiwa, plus Banana Oat Series for plant-based options.
• 88risingminorGTM or Marketing Partner · 1 January 2022Music label partnership through Head in The Clouds festival, featuring artists like NIKI, Rich Brian, and Stephanie Poetri. Menus inspired by artist song titles.
• Sage FootwearminorStrategic or Co-development Partner · 27 August 2021Local footwear brand collaboration to create 'Sepatu Sejiwa' - limited edition shoes made using coffee grounds from Janji Jiwa as natural dye. Part of #LangkahSejiwaUntukBumi sustainability campaign. Price: Rp 389,000. Sold on Shopee.
• ChitatominorGTM or Marketing Partner · 27 July 2021Collaboration with Lay's-style potato chip brand to create #ChitaToast - two toast variants (Beef Bulgogi and Truffle Chicken) priced at Rp 38,000. Available at outlets and through delivery apps July-August 2021.
• Mobile Legends: Bang Bang (MLBB)minorGTM or Marketing Partner · 18 May 2021515 e-Party collaboration creating 'Legendary' - a non-coffee drink made from butterfly pea flowers and berries with blue-red gradient. Part of MLBB's biggest annual gaming event celebrating 515 million installs.
• Lord AdiminorGTM or Marketing Partner · 1 January 2021Indonesia Toast Series collaboration with content creator/celebrity Lord Adi featuring authentic Indonesian flavors.
• WD.WillyminorGTM or Marketing Partner · 1 January 2021Limited edition cup collaboration for Janji Jiwa's 3rd anniversary Cold Brew Coffee Series. Illustrations depicting Janji Jiwa's coffee journey from origin to cup.
• Kick AvenueminorGTM or Marketing Partner · 1 January 2021Marketplace sneakers partnership for cross-promotional activities.
• Muhammad AgaminorGTM or Marketing Partner · 1 January 2021Collaboration with barista who represented Indonesia in World Barista Championship 2018.
• Sasa SantanminorGTM or Marketing Partner · 1 January 2021Product collaboration creating 'coco latte' combining coffee, coconut palm sugar, and coconut milk.
• Benefit CosmeticsminorGTM or Marketing Partner · 1 January 2019Collaboration during Kartini Day celebration.
• Gundala FilmminorGTM or Marketing Partner · 1 January 2019Official Coffee Partner for Indonesian film Gundala.
• LOCK&LOCK featuring DarbotzminorGTM or Marketing Partner · 1 January 2019Global brand collaboration with local artist Darbotz for limited edition products.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Common Grounds Coffee: Indonesian specialty/coffee chain with growing outlet presence and a quality-focused positioning; overlaps with Janji Jiwa Culture and the lifestyle/coffee segment of Jiwa's portfolio.
• Kopi Kenangan: One of Indonesia's largest grab-and-go coffee chains with hundreds of outlets; competes head-to-head with Janji Jiwa on value-tier coffee, app-based ordering, and rapid franchise-driven expansion.
• Tomoro Coffee: Indonesian grab-and-go coffee chain aggressively expanding outlets in major Indonesian cities; positions similarly to Janji Jiwa on accessible fresh coffee for young urban consumers and students.
• J.CO Donuts & Coffee: Indonesian-origin coffee-and-donut café chain with extensive nationwide outlets; overlaps with Jiwa Toast and Jiwa Group's grab-and-go F&B positioning, sharing similar price-tier and target demographics.
• Excelso: Established Indonesian coffee chain (started in 2010) operating cafés across major Indonesian cities; competes with Janji Jiwa for dine-in and takeaway coffee occasions with a broader café-style menu.
• Fore Coffee: Tech-enabled Indonesian grab-and-go coffee chain operating physical outlets and a mobile ordering app; competes with Janji Jiwa across Indonesian urban consumers on price (typically IDR 18K-25K), speed, and digital loyalty.

Regional players

• Killiney: Singapore-origin heritage coffee chain with Southeast Asian footprint; comparable to Janji Jiwa on traditional coffee shop heritage and outlet-led expansion, though not directly competing in Indonesia.

Broad incumbents

• Starbucks Indonesia: Operated by PT Mitra Adiperkasa, Starbucks Indonesia runs hundreds of stores nationwide; competes across premium and grab-and-go segments, offering Jiwa's main brand direct head-to-head competition in tier-1 cities.
• The Coffee Bean & Tea Leaf Indonesia: International coffee and tea chain with an Indonesian footprint; overlaps with Jiwa Group across both coffee and tea (Jiwa Tea), especially in mall-based retail destinations.
• Tim Hortons Indonesia: International QSR coffee brand expanding aggressively in Indonesia; competes with Janji Jiwa on accessible coffee with a global brand and broad menu, targeting similar grab-and-go occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/JiwaGroup/about
• LinkedInlinkedin.com/company/jiwagroup
• Instagraminstagram.com/lifeatjanjijiwa
• Xx.com/janjijiwaid
• Facebookfacebook.com/jiwagroup.id

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jiwa Group