Wings Group Indonesia

What Wings Group Indonesia does

Wings Group Indonesia (legal entity PT Sayap Mas Utama) is one of Indonesia's largest privately held FMCG conglomerates, founded in 1948 in Surabaya by Mr. Harjo Sutanto and Mr. Johanes F. Katuari and headquartered in Jakarta. The company manufactures and distributes a horizontally diversified portfolio of consumer packaged goods across four operating arms — WINGS Care (fabric care, personal care), WINGS Food (instant noodles, beverages, coffee, dairy, seasonings), WINGS Home (cleaning products), and three jointly controlled joint ventures with Japanese partners (Lion Wings, Glico Wings, Calbee Wings). Its brand portfolio includes Daia (#1 powder detergent in Indonesia), SoKlin (most chosen laundry care brand 2017–2019 per Kantar), Ale-Ale (over 70% share of Indonesia's fruit-flavored drink category, Nielsen 2022), Mie Sedaap (instant noodles, 14 variants since 2003), Floridina (RTD orange juice), ISOPLUS (7-ion isotonic), Hers Protex (since 1982), AQUVIVA (7-stage nano-purified mineral water), and ProGuard (the first Indonesian bodywash using CHG antibacterial technology).

The company's product technology is rooted in consumer chemistry rather than digital systems — proprietary formulations include SoKlin Biomatic 8-in-1 enzyme protection, SoKlin White & Bright optical brightener, Royale by SoKlin touch-activated perfume encapsulation, ProGuard CHG, WIZ 24 ACTIGUARD, and ISOPLUS's 7-ion electrolyte blend. Manufacturing is described as world-class with stringent quality assurance, but no AI, software, API, or data infrastructure is disclosed.

Wings' go-to-market is a multi-channel mass-market distribution model reaching Indonesian consumers at every socioeconomic tier: traditional warungs (the original 1948 door-to-door / bicycle consignment model), modern trade (minimarkets, supermarkets, hypermarkets), and online channels (Shopee, Tokopedia, TikTok Shop). Pricing is deliberately affordable — sachet and small-pack formats (Ale-Ale FunFlava at Rp 1,000/cup; Daia economy SKUs) anchor a high-volume, low-margin unit economics model. The group exports to over 60 countries and reports 10,000+ employees, though no consolidated revenue figure is publicly disclosed.

Name

Wings Group Indonesia

Legal name

PT Sayap Mas Utama

Website

https://wingscorp.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Wings Group Indonesia is a privately held Indonesian FMCG conglomerate producing household, fabric care, personal care, and food & beverage products for mass-market consumers across Indonesia and 60+ export markets via traditional retail, modern trade, and Japanese joint ventures.

Ownership category

akta.pro rank

Product category

Consumer Packaged Goods (FMCG)

NAICS

Grocery and Convenience Retailers (4451), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298), Specialty Food Retailers (4452)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

akta.pro secondary industries

Bird Supplies Retail (CRALAHAK), Bird Feed (Companion & Aviary) (AFADAFAJ)

Keywords

• Consumer packaged goods
• Fabric care products
• Instant noodles
• Personal care products
• Household cleaning products

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: Wings Group generates revenue through the manufacture and distribution of a diversified portfolio of consumer products across four main divisions: WINGS Care (personal care, fabric care), WINGS Food (food & beverages), WINGS Home (household products), and joint venture brands through Lion Wings, Glico Wings, and Calbee Wings. Products are sold through extensive distribution networks across Indonesia and exported to over 60 countries.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Wings Group Indonesia manufactures and distributes a diversified portfolio of fast-moving consumer goods across four main divisions: WINGS Care (fabric care, personal care), WINGS Food (instant noodles, beverages, dairy, coffee, seasonings), WINGS Home (household cleaners), and joint-venture brands via Lion Wings, Glico Wings, and Calbee Wings. Products are sold under dozens of brands including SoKlin, Daia, Ale-Ale, Mie Sedaap, Hers Protex, ProGuard, TOP Coffee, and Floridina, reaching Indonesian consumers through traditional warungs, modern trade, e-commerce, and exports to over 60 countries.

Product overview

Wings Group Indonesia is a diversified FMCG (Fast-Moving Consumer Goods) company producing and distributing household products, fabric care, personal care, food and beverages. The company operates multiple product lines including: Fabric Care brands (SoKlin with sub-products like SoKlin Liquid, SoKlin Softergent, SoKlin Biomatic, Daia, Boom, So Soft Detergent), Personal Care products (ProGuard antibacterial bodywash, Hers Protex sanitary products, So Fresh aromatherapy oil, FN Man cologne, GIV bodywash), Food & Beverages (Mie Sedaap instant noodles, Ale-Ale flavored drinks, ChocoDrink, TOP Coffee, MILKU, Milkjus, ISOPLUS isotonic drinks, AQUVIVA mineral water, Floridina juice, Bumbu Kaldu Sedaap seasoning), and Home Care products (Ekonomi Power Liquid, SUPERSOL, WPC Toilet Cleaner, WIZ 24 disinfectant). The company has a presence in over 60 countries worldwide and follows the philosophy 'The Good Things in Life Should Be Accessible for All'.

Differentiator

Problem solved

Functional benefit

Brands

• SoKlin: Fabric care brand including liquid detergent, powder detergent, softener, and laundry care products
• Daia
• Mie Sedaap
• Ale-Ale
• ChocoDrink
• Floridina
• Hers Protex
• ISOPLUS
• So Soft
• Ale-Ale FunFlava
• Sabun Cream Ekonomi
• WINGS Biru
• TOP Coffee
• SUPERSOL
• WPC Toilet Cleaner
• WIZ 24 Disinfectant
• Ekonomi Power Liquid
• MILKJUS
• MILKU
• AQUVIVA
• Ramen YES
• So Fresh
• FN Man
• ProGuard
• Royale by SoKlin
• SoKlin Smart
• SoKlin Rapika Biang
• SoKlin Rapika
• SoKlin Softener
• SoKlin Biomatic
• SoKlin Pro
• SoKlin Pewangi
• SoKlin Pemutih
• SoKlin Liquid
• SoKlin Softergent
• SoKlin White & Bright
• Boom
• Bumbu Kaldu Sedaap
• ISOPLUS COCO

Products and services

• Mie Sedaap Instant noodle brand made with quality ingredients and natural spices, available in 14 flavor variants; flagship food brand of WINGS Food.
• Ale-Ale Fruit-flavored drink available in Strawberry, Grape, Orange, Soursop, Passion Fruit, and Guava variants. Holds over 70% market share in Indonesia's fruit-flavored drink category.
• Daia Powder detergent ranked as the #1 powder detergent brand in Indonesia, available in 5 variants with Dual Scent technology, White Booster, and Softener features.
• SoKlin Comprehensive laundry care brand with multiple sub-products (liquid detergent, powder detergent, fabric softener, perfume, whitener, starch). SoKlin was the most chosen laundry care brand in Indonesia (Kantar 2017-2019).
• Sabun Cream Ekonomi Legendary cream soap brand from WINGS that has been Indonesia's family choice for over 55 years, available in 5 variants including Regular, Putih, Lemon, Violet, and Pink.
• WINGS Biru Cream soap brand and WINGS flagship product for 55 years with Total Clean Tech formula for optimal cleaning of various stain types.
• Hers Protex Women's sanitary napkin brand since 1982 offering comfort and maximum protection during menstruation, with Daily Comfort and Naturals variants.
• ProGuard Antibacterial health soap and bodywash; first bodywash in Indonesia using Chlorhexidine Gluconate (CHG), an antibacterial commonly used in medical sterilization, available in Daily Cleansing, Daily Purifying, and Daily Refreshing variants.
• ISOPLUS Isotonic drink with 7 complete ions (potassium, calcium, sodium, magnesium, citrate, lactate, chloride) for faster body hydration absorption. ISOPLUS COCO variant launched in 2023 with Thai young coconut water.
• AQUVIVA Packaged mineral water using first 7-step Nano Purification technology in Indonesia, with balanced pH 7-8 and containing 100ml more than comparable products.
• Floridina RTD orange juice drink made from Florida oranges with real orange pulp, cold-filling technology, no preservatives, and rich in Vitamin C. Ranked as RTD juice #1 in Indonesia.
• TOP Coffee Powdered coffee in sachet and bag formats made from a Robusta and Arabica blend, available in 7 variants including Pure, Sugar, Sweetened Condensed Milk, Milk Sugar, Mocca, Cappuccino, and White Coffee.
• ChocoDrink Instant Belgian chocolate drink 3-in-1 combining chocolate, sugar, creamer, and milk, available in hot or cold.
• MILKU UHT milk from real Belgian cow's milk containing 5 vitamins and 4 minerals, meeting 25% of daily calcium needs, packaged in 200ml PET bottles, available in Chocolate, Original, and Strawberry.
• Milkjus Instant ice blend milk drink combining fruit and milk, available in 7 variants in air-tight plastic and aluminum foil packaging.
• Mie Sedaap Ramen YES Instant ramen innovation bringing Japanese Hakata-style ramen experience to Indonesian consumers, featuring straight noodles, rich creamy chicken broth, and crispy tempura topping.
• Bumbu Kaldu Sedaap Powder seasoning stock from WINGS Group under the Sedaap brand, available in chicken and beef variants with real meat extract and quality spices.
• Ale-Ale FunFlava Cocopandan Sub-brand of Ale-Ale offering unique flavors like Cocopandan in cup format, positioned as a refreshing drink for young consumers.
• SUPERSOL Thick fragrant carbolic floor and bathroom cleaner effective at killing germs, available in Pine, Lemon Mint, and Sereh scents in various sizes.
• WIZ 24 Disinfectant Disinfecting spray with ACTIGUARD technology that eliminates germs, bacteria, and fungi with up to 24-hour protection even after multiple touches, available in Surface & Air variant.
• WPC Toilet Cleaner Toilet bowl cleaner with Active Power formula that lifts scale and dirt while killing germs, available in Floral, Clean & Fresh, and Garden variants.
• Ekonomi Power Liquid Dishwashing liquid that lifts grease and odors 5x faster with lime extract, economical at half a teaspoon per wash.
• SoKlin Rapika Clothes ironing spray with anti-fungal formula and fabric freshener preventing mold and odor, available in 5 variants.
• So Fresh Aromatherapy wind oil with Hot Lock System technology and natural active ingredients, available in Hot and Eucalyptus variants.
• FN Man 2-in-1 men's cologne combining antibacterial technology against body odor bacteria with trendy long-lasting masculine fragrance, available in Urban Move, Beatbox, and Down Street variants.

Quantifiable outcome

• Ale-Ale holds over 70% market share in Indonesia's fruit-flavored drink category (Nielsen 2022)
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature14 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• PT Kereta Api Indonesia (KAI) Daop 1coreStrategic or Co-development Partner · 17 April 2023WINGS Group, through its DAIA detergent brand, partnered with PT KAI Daop 1 for the DAIA Mudik Asyik program. The initiative provided free train travel for hundreds of DAIA consumers from Jakarta and Surabaya to 16 cities across Java Island during the 2023 Eid homecoming period. KAI provided transportation logistics while DAIA engaged consumers through a fun brand experience aligned with its fun washing philosophy.
• KidZania Jakarta and KidZania SurabayaminorStrategic or Co-development Partner · 16 April 2023SoKlin Softergent partnered with KidZania Jakarta and KidZania Surabaya for the 'SoKlin Softergent Berbagi Kelembutan' campaign during Ramadan 2023. The partnership enabled 200 children from underprivileged communities to experience career exploration at KidZania's establishments while learning laundry care skills in the SoKlin Laundry Care facility.
• Yayasan Kesehatan Perempuan (Women's Health Foundation)minorStrategic or Co-development Partner · 13 April 2023GIV Hijab, through its 'The Beauty of GIVing Ramadan Berbagi' campaign, partnered with Yayasan Kesehatan Perempuan by donating Rp 100,000,000 from GIV Hijab Ramadan sales. The foundation uses the donation to support women's reproductive health education and awareness programs in Indonesia.
• UPS Badan Air Dinas Lingkungan Hidup Provinsi DKI JakartacoreStrategic or Co-development Partner · 21 March 2023Yayasan WINGS Peduli signed a cooperation agreement with UPS Badan Air DLH Provinsi DKI Jakarta to establish five Bank Sampah (Waste Banks) units in Cakung District, East Jakarta. The partnership supports Jakarta's 30% waste reduction target by 2025 under Peraturan Gubernur 33/2021, with WINGS Peduli providing facilities, education, and social campaigns.
• RekosistemminorStrategic or Co-development Partner · 21 March 2023Yayasan WINGS Peduli collaborated with Rekosistem, a waste management organization, to implement the Bank Sampah program and conduct the Cakung River cleanup action. Rekosistem converts collected recyclable waste into money for local communities, creating economic benefits from waste management.
• Local Government (Daerah) and PKK OrganizationsminorStrategic or Co-development Partner · 1 March 2023Baby Happy diapers partnered with local governments and Tim Penggerak PKK organizations across 7 cities (Jakarta, Surabaya, Bandung, Solo, Pekanbaru, Banjarmasin, Bandar Lampung) for the 'Aku dan Ayah Happy Days Out' roadshow. Local government representatives and PKK leaders helped facilitate community outreach and donated diapers to families in need.
• Lion Japan (Lion Wings Joint Venture)coreStrategic or Co-development PartnerLion Wings is a joint venture between WINGS Group and Lion Japan, producing personal care products including Ciptadent (oral care), Kodomo, Systema, Emeron, Serasoft, Zinc, Mama Lemon, and Posh. This partnership brings Japanese quality standards and product innovation to Indonesian consumers.
• Glico Japan (Glico Wings Joint Venture)coreStrategic or Co-development PartnerGlico Wings is a joint venture between WINGS Group and Glico Japan, producing ice cream brands Haku, Waku Waku, Frost Bite, and J-Cone. This partnership enables access to Japanese ice cream technology and product quality for the Indonesian market.
• Calbee Japan (Calbee Wings Joint Venture)coreStrategic or Co-development PartnerCalbee Wings is a joint venture between WINGS Group and Calbee Japan, producing snack brands Potabee, Krisbee, and Japota. This partnership brings Japanese snack food innovation and quality to Indonesian consumers.
• Various Communities (Lapak Pemulung, Saung Baca GARPU, Komunitas Lentera, Taman Baca Pesisir)minorOthersSoKlin Softergent partnered with multiple community organizations for its 'Berbagi Kelembutan' campaign, including Lapak Pemulung Tangerang Selatan, Saung Baca GARPU Jakarta, Komunitas Lentera at Terminal Joyoboyo Surabaya, and Taman Baca Pesisir Surabaya to support underprivileged children's education and dreams.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Unilever Indonesia: Unilever Indonesia is the publicly traded Indonesian subsidiary of Unilever, operating across fabric care (Rinso, Molto), personal care (Lifebuoy, Dove, Clear), home care (Sunlight), and beverages (Buavita, Teh Pucuk). It is the most direct and largest FMCG competitor to Wings in Indonesia, with overlapping portfolio, similar mass-to-premium positioning, and shared distribution through warungs and modern trade.
• Indofood Sukses Makmur: Indofood Sukses Makmur is Indonesia's largest food and beverage conglomerate, with flagship instant noodle brand Indomie and extensive distribution. It directly competes with Wings' Mie Sedaap in instant noodles and has overlapping presence in dairy, snacks, and beverages. As an Indonesian FMCG powerhouse, it is one of the closest structural comparables to Wings Group.
• Mayora Indah: Mayora Indah is a major Indonesian food and beverage manufacturer producing confectionery (Kopiko, Beng Beng, Choki-Choki), biscuits, instant noodles, and beverages with significant export presence. It is comparable to Wings in scale, Indonesian ownership, mass-market positioning, and export orientation, making it a structurally similar peer across F&B categories.

Broad incumbents

• Procter & Gamble: Procter & Gamble operates globally in fabric care (Tide, Ariel, Downy), baby care (Pampers), and personal care (Pantene, Head & Shoulders, Gillette), with strong Indonesian presence through P&G Indonesia. It competes with Wings across fabric care and personal care but operates a much broader global portfolio rather than specializing in Indonesian mass-market dynamics.
• Kao Corporation: Kao Corporation is a major Japanese household and personal care company with brands like Attack (detergent), Magiclean, and Biore, and a strong Indonesian presence through Kao Indonesia. It directly overlaps with Wings' fabric and home care divisions while operating a much wider global portfolio, including the Attack brand that competes with Daia/SoKlin.
• Reckitt Benckiser: Reckitt Benckiser is a global leader in health, hygiene, and nutrition with brands like Dettol, Lysol, Finish, Vanish, and Air Wick, operating in Indonesia through Reckitt Indonesia. It competes with Wings' personal care and home care portfolios (especially ProGuard and WIZ 24 disinfectant) as part of a much broader global FMCG portfolio.
• Suntory Holdings: Suntory Holdings is a major Japanese beverage company with brands like Pepsi (in some markets), Orangina, Lucozade, and BOSS coffee, with established presence across Southeast Asia. It is comparable to Wings' beverage division (Ale-Ale, ISOPLUS, Floridina, TOP Coffee) as a broader global beverage incumbent with regional distribution.
• Lion Corporation: Lion Corporation is a major Japanese personal care and household products company (KireiKirei, Clinica, Etiquette, Kodomo) that operates the Lion Wings joint venture with Wings Group, producing brands like Ciptadent, Kodomo, Systema, and Emeron in Indonesia. It is directly comparable to Wings' personal care business and a strategic partner.

Others

• Calbee: Calbee is a leading Japanese snack food manufacturer (chips, pretzels, shrimp crackers) that operates the Calbee Wings joint venture with Wings Group, producing Potabee, Krisbee, and Japota in Indonesia. The relationship is partnership-driven rather than competitive, making it an adjacent ecosystem participant rather than a direct competitor.
• Ezaki Glico: Ezaki Glico is a major Japanese confectionery and ice cream company that operates the Glico Wings joint venture with Wings Group, producing Haku, Waku Waku, Frost Bite, and J-Cone ice cream brands in Indonesia. Like Calbee, it is an enabling partner rather than a direct competitor in Wings' core FMCG categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/wingscorpid
• LinkedInlinkedin.com/company/pt-sayap-mas-utama
• Instagraminstagram.com/wings_indonesia/?hl=id

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

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 Wings Group Indonesia