What Mitra10 does

Mitra10 is an Indonesian building materials supermarket ("Supermarket Bahan Bangunan") operating an omnichannel retail platform that combines physical storefronts across Indonesia with a proprietary e-commerce site at mitra10.com, an official Shopee marketplace presence, and WhatsApp-based ordering. The company has operated in this category since 1997, positioning itself as a one-stop destination for home improvement and construction supplies.

The core product catalog spans 14 major categories including building materials (cement, roofing, drywall, insulation), bathroom and kitchen products (sanitary ware, fixtures, built-in appliances), flooring and wall coverings (ceramic, granite, wood, vinyl), electrical and lighting, plumbing, paints, doors and windows, hardware, tools, and appliances. The platform layers on payment integrations with at least eight Indonesian banks offering 0% installment plans (BNI, OCBC NISP, UOB, Permata, DBS, CIMB Niaga, BTN, Maybank, Panin), paylater services (Indodana, Kredivo), a B2B Professional Program for contractors, an Affiliate Program, extended protection insurance through BCA Insurance, and 3D/AR product visualization features.

Revenue is generated primarily through one-time retail product sales across consumer homeowners, contractors/builders, and SMB segments via physical stores and online channels. The business operates as a privately-held Indonesian company with no disclosed revenue, headcount progression, or ownership structure.

Name

Mitra10

Legal name

Mitra10

Website

https://mitra10.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Mitra10 is an Indonesian building materials supermarket operating physical stores, proprietary e-commerce (mitra10.com), Shopee marketplace presence, and WhatsApp ordering. It serves individual homeowners, contractors, and SMBs across 14 product categories including building materials, bathroom, kitchen, flooring, plumbing, and tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Indore

HQ country

India

HQ region

Asia

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling building materials, home improvement products, and construction supplies through physical retail stores and e-commerce platform. Products include bathroom fixtures, flooring, paints, tools, plumbing, electrical, kitchen equipment, and appliances.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Mitra10 is an Indonesian omnichannel building materials supermarket (Supermarket Bahan Bangunan) that sells construction materials, home improvement products, bathroom and kitchen fixtures, paints, tools, plumbing, electrical, flooring, doors and windows through a network of physical retail stores and the mitra10.com e-commerce platform. The assortment spans 14 major product categories, supported by multiple bank installment and paylater payment options, Shopee marketplace presence, and WhatsApp ordering.

Product overview

Mitra10 is a building materials supermarket (Supermarket Bahan Bangunan) operating as an Indonesian omnichannel retail platform combining physical stores with online e-commerce. The core offering is the Mitra10 E-commerce Platform at mitra10.com, which provides comprehensive product catalog browsing, online ordering, order tracking, and multiple payment options. The product portfolio spans 14 major categories including Appliances (electronics, small/big appliances), Bathroom Products (accessories, sanitary wares, safety equipment), Building Materials (cement, chemicals, roofing, drywall), Doors & Windows, Electrical & Lighting, Flooring and Wall Products (ceramic tiles, granite, wood flooring, vinyl), Hardware Products (security devices, locks, fasteners), Houseware & Hobbies, Kitchen Products (built-in appliances, sinks, cabinets), Paint and Sundries, Plumbing Products (pipes, water heaters, pumps, tanks), and Tools (power tools, hand tools, machinery). The platform also features payment integrations with multiple banks (BNI, OCBC NISP, UOB, Permata, Panin Bank) and Paylater services (Indodana, Kredivo), presence on Shopee marketplace, WhatsApp shopping assistance, B2B and affiliate programs, insurance protection services, and 3D product visualization features. Key brands include Ceramax and Tidy for bathroom accessories, and Paloma Mirante for premium bathroom fixtures.

Differentiator

Problem solved

Functional benefit

Products and services

• Building Materials Construction materials including concrete and masonry, wall decorations, fencing, stairs, building chemicals, drywall systems, roofing and gutters, insulation, ceiling panels, cement, and waterproofing products.
• Bathroom Products Complete bathroom solutions including accessories (soap holders, towel racks, shower accessories, mirrors), sanitary wares (bathtubs, cabinets, sinks, toilets, urinals), kitchen fittings (faucets, mixers), and bathroom safety equipment.
• Flooring and Wall Products Floor and wall covering solutions including glass blocks, ceramic tiles, floor tiles, wall tiles, wood flooring (laminate, solid, WPC, vinyl plank), granite tiles, mosaic tiles, and natural stone flooring.
• Doors and Windows Door and window products including window accessories, metal windows, plastic windows, door frames, metal doors, wooden doors, and plastic doors.
• Electrical and Lighting Electrical products and lighting solutions including electrical accessories, antennas, cables, fans, decorative lamps, power supplies, switches, outlets, and various light bulbs.
• Hardware Products Hardware and home security products including fasteners, safety equipment, drawer and cabinet hardware, security devices, storage organizers, furniture, door and window hardware, digital locks, door handles, cylinder locks, lock housings, and door accessories.
• Houseware and Hobbies Household products and hobby items including cleaning supplies, automotive care, outdoor living, garden equipment, gardening tools, home decor, kitchenware, and personal health care products.
• Kitchen Products Kitchen solutions including kitchen electronics (built-in microwaves, ovens, dishwashers, gas stoves, hoods, cooktops), kitchen sets, kitchen sinks, cookware, cabinets, and sink accessories.
• Paint and Sundries Paints and painting supplies including custom colors, alkyd synthetic paint, roof paint, exterior/interior wall paint, special effect paints, floor paint, metal paint, ceiling paint, waterproof paint, wood coatings, adhesives, ready-mix paint, and professional painting equipment.
• Plumbing Products Plumbing solutions including pipes and fittings (PE pipes, PVC pipes, pipe connections), sanitation (chemical cleaners, septic tanks), water heaters (electric, gas, solar, alternative energy), water pumps (booster, deep well, shallow well), water tanks, and water filters.
• Tools Tools and equipment including painting equipment, handling and lifting equipment, industrial machinery (welders, battery chargers, generators, saws, air compressors), electric power tools (corded and cordless), safety tools, measuring tools, hand tools, tool storage, generator sets, and air power tools.
• Appliances Category including Audio and Video, Small Appliances (cleaners, cookware, irons), and Big Appliances (air quality, water dispensers, refrigerators, washing machines, air conditioners).
• Ceramax Bathroom Accessories Brand of bathroom accessories including soap dishes, corner shelves, bathroom racks, grab bars, and safety handrails featuring rust-resistant stainless steel and chrome finishes.
• Paloma Mirante Premium bathroom fixtures brand featuring brass and chrome products including towel racks, glass shelves, and towel hangers with luxury finishes.
• Indodana Paylater Buy now pay later service offering installment options with various tenors and promotional discounts for Mitra10 purchases.
• Kredivo Paylater Buy now pay later service with 0% installment options for 3, 6, and 12 months, cashback up to Rp 500,000, and discounts for new users.
• BNI Credit Card Installment BNI credit card installment payment option with 0% interest for minimum transactions of Rp 500,000 per invoice with 6-month tenor.
• OCBC NISP Installment OCBC NISP credit card installment payment with 0% interest for minimum transactions of Rp 1,500,000 per invoice with 3, 6, or 12-month tenor.
• Mitra10 Protection Insurance Extended protection insurance service provided in partnership with BCA Insurance for added security on Mitra10 purchases.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered minor.

• Bank Negara Indonesia (BNI)minorGTM or Marketing PartnerBNI partnership offers credit card installment promotions for Mitra10 customers. Minimum transaction Rp 500,000 with 0% installment for 6 months tenor, promo valid until January 2026.
• Bank PermataminorGTM or Marketing PartnerBank Permata provides installment payment options and promotional discounts for Mitra10 customers.
• Bank Tabungan Negara (BTN)minorGTM or Marketing PartnerBTN banking partnership for installment payment options.
• Bank CIMB NiagaminorGTM or Marketing PartnerCIMB Niaga provides installment and promotional payment options for Mitra10 customers.
• Bank Maybank IndonesiaminorGTM or Marketing PartnerMaybank partnership offers discount promotions and installment options.
• Bank UOBminorGTM or Marketing PartnerUOB bank partnership for credit card installment promotions.
• Bank OCBC NISPminorGTM or Marketing PartnerOCBC NISP partnership offering 0% installment with minimum transaction Rp 1,500,000 for 3, 6, or 12 month tenors, valid until December 2025.
• Bank DBS IndonesiaminorGTM or Marketing PartnerDBS Bank partnership for promotional installment and discount offers.
• Indodana PaylaterminorGTM or Marketing PartnerIndodana paylater service enables installment payments without credit card. Offers 0% installment for 3 months (min Rp 500,000), 6 months (min Rp 3,000,000), and 12 months (min Rp 5,000,000).
• Kredivo PaylaterminorGTM or Marketing PartnerKredivo provides paylater installment options with 0% interest for 3-12 months tenor, cashback up to Rp 500,000, and 5% discount up to Rp 500,000 for new users.
• Panin BankminorGTM or Marketing PartnerPanin Bank credit card promotion partnership for installment payments.
• ShopeeminorChannel Partner/ Reseller/ DistributorMitra10 maintains an official store on Shopee marketplace (shopee.co.id/mitra10bahanbangunan) for expanded online reach.
• RekosistemminorStrategic or Co-development PartnerE-waste recycling partnership with Rekosistem for environmental sustainability initiatives.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Depo Bangunan: Indonesian building materials supermarket chain with a multi-category assortment across construction, hardware, and home improvement products. Closest direct competitor to Mitra10 within Indonesia in format, assortment, and target customer.
• Catur Sentosa: Listed Indonesian building materials distributor and retailer serving contractors and consumers. Comparable product breadth across construction supplies, hardware, and home improvement, with similar B2B and B2C customer mix.
• Ace Hardware Indonesia: Major Indonesian home improvement and hardware retail chain. Overlaps with Mitra10 on tools, hardware, and household categories while serving both DIY consumers and contractor customers in the same Indonesian geography.

Broad incumbents

• Mr. DIY: Large Southeast Asian variety retailer with a substantial Indonesian footprint selling hardware, household, and DIY products. Competes on price and breadth in adjacent categories but does not specialize in heavyweight construction materials.
• Home Depot: Global leader in home improvement retail combining physical megastores with a strong digital channel. Provides a strategic reference point for Mitra10's omnichannel home-improvement supermarket model and assortment scaling.
• Lowe's: Major US home improvement retailer with a multi-category assortment and professional contractor program. Useful comparable for Mitra10's B2B / Professional initiative and category breadth strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Mitra_10
• Instagraminstagram.com/mitra10_official
• TikToktiktok.com/@mitra10_official

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Mitra10