PT. Mowilex Indonesia

What PT. Mowilex Indonesia does

PT. Mowilex Indonesia is a privately held Indonesian architectural coatings manufacturer headquartered in Jakarta with a manufacturing facility in Cikande and 51-100 employees. The company operates a multi-brand portfolio spanning Mowilex (premium paints), Cendana (economy paints), Pablo (art and creative coatings), Building Chemistry (cement and construction chemicals), and Woodmaster (professional wood finishes). It produces a deep product range covering interior and exterior wall paints, wood and metal coatings, stone and fiber cement finishes, waterproofing systems, primers and sealers, and specialty products such as bio-based interior paint (Naturalle), recycled paint (40% recycled content), and a whiteboard surface coating.

Core technology centers on low-VOC and zero-VOC water-based formulations, bio-based raw materials, recycled content integration, and durable weather-resistant systems (including Weathercoat Supreme rated up to 18 years). Manufacturing infrastructure was upgraded in 2025 with a large-scale rooftop solar installation at the Cikande facility designed to reduce plant electricity consumption by up to 25 percent, complemented by ISO 14001, ISO 9001, and ISO 14064 certifications and seven consecutive years of SCS-verified carbon neutrality.

The company sells one-time-purchase paint and coating products through four distribution channels: own e-commerce (shop.mowilex.com), four Indonesian third-party marketplaces (Lazada, Tokopedia, Shopee, Blibli), a physical retail store locator network, and a dedicated Mowilex Professional platform for contractors and applicators. Customer segments include Indonesian residential homeowners (primary), professional applicators and contractors, and commercial projects including hospitality. Pricing is not publicly disclosed and revenues are not reported; sales are anchored to a premium-sustainable brand positioning that differentiates against commodity paint manufacturers through environmental credentials, certifications, and breadth across use cases.

Name

PT. Mowilex Indonesia

Legal name

PT. Mowilex Indonesia

Website

https://mowilex.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

PT. Mowilex Indonesia is a privately held Jakarta-based paint manufacturer producing premium and economical architectural coatings, including low-VOC, bio-based, and recycled paint products, serving Indonesian residential, professional, and commercial customers through e-commerce, marketplaces, retail, and a dedicated professional channel.

Ownership category

akta.pro rank

Product category

Architectural Paints and Coatings

NAICS

Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

akta.pro secondary industries

Architectural & Decorative Coatings (IMAEAGAA), Wood Coatings & Finishes (IMAEAHAF), Architectural & Decorative Paints (IMADAKAA)

Keywords

• Architectural paints
• Decorative coatings
• Industrial coatings
• Construction chemicals
• Wood finishing products

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Architectural and Decorative Paint Sales: Mowilex generates revenue primarily through the sale of architectural paints and coatings for residential and commercial applications. Products are sold through direct e-commerce, third-party marketplaces, and physical retail stores. Revenue is derived from both consumer (B2C) and professional (B2B) channels.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

PT. Mowilex Indonesia manufactures and sells architectural and decorative paints and coatings for interior, exterior, wood, metal, stone, fiber cement, gypsum, and waterproofing applications. The portfolio includes premium Mowilex-branded products alongside economical (Cendana), artistic (Pablo), construction-chemical (Building Chemistry), and professional wood-finishing (Woodmaster) sub-brands, with formulations emphasizing low/zero VOC, bio-based materials, and recycled content.

Product overview

PT Mowilex Indonesia is a paint manufacturer offering a multi-brand portfolio of coating solutions. The core Mowilex brand provides premium interior paints (Emulsion, Vinyl Silk, Gypsum Paint), exterior paints (Weathercoat, Weathercoat Supreme), wood and metal coatings (Kayu & Besi, Woodstain), stone protection (Batu Alam series), waterproofing (Waterproof WP02), and preparatory products (Precoat primers and sealers). Sub-brands include Cendana (economical paints), Pablo (creative/artistic paints), Building Chemistry (instant cement and additives), and Woodmaster (professional wood finishes). The company also offers specialized products like WhiteBoard Paint for erasable surfaces, Recycled paint with 40% recycled content, and Naturalle bio-based interior paint. All products emphasize low/zero VOC formulations, antibacterial protection, and environmental responsibility. Mowilex is Indonesia's only certified carbon-neutral paint manufacturer with seven consecutive years of verified carbon neutrality.

Differentiator

Problem solved

Functional benefit

Products and services

• Mowilex (core brand) Premium paint brand offering interior, exterior, wood, metal, stone, fiber cement, and protective coating solutions with low/zero VOC formulations and environmental certifications for residential and commercial customers.
• Cendana Economical paint sub-brand offering interior, exterior, primer, and wood/metal coatings with durable finishes at accessible price points for price-sensitive consumers.
• Pablo Creative/artistic paint brand designed for mural painting and creative color expression, targeting artists and creative consumers.
• Building Chemistry Construction chemicals sub-brand offering instant cement and additive products for wall finishing, including Alcaplast AP100 gray cement for wall plastering.
• WoodMaster Collection Premium, environmentally friendly wood finishing product line combining international wood coating expertise from Milesi with Mowilex's sustainable formulation capabilities for the Indonesian market, targeting professional applicators and the hospitality segment.
• Mowilex WhiteBoard Paint 2-component water-based paint that creates an erasable writing surface, allowing walls to function like whiteboards for offices, schools, and creative spaces.
• Mowilex Recycled Premium paint containing 40% recycled material with a lower carbon footprint, targeting environmentally conscious residential and commercial consumers.
• Mowilex Naturalle Bio-based interior paint formulated with bio-based raw materials to improve indoor air quality and support healthier living environments.
• Mowilex Emulsion (and Satin/Gloss/VIP variants) Premium interior emulsion paint line offering matt, satin, gloss, and VIP finishes, with Zero VOC formulation and antibacterial options (Satin and Gloss) for healthy indoor wall surfaces.
• Mowilex Weathercoat Supreme Premium exterior paint engineered for extreme weather protection, offering up to 18 years of durability against harsh tropical conditions for residential and commercial facades.
• Mowilex Waterproof WP02 Elastic waterproof wall coating with a 2-in-1 primer and top coat formula that protects walls from water seepage and moisture in humid and wet areas.
• Mowilex Vinyl Silk Premium interior satin paint with luxurious touch and sophisticated finish for upscale residential interiors.
• Mowilex Woodstain (including Woodstain 2.0 Exterior) Transparent wood coatings that highlight natural wood grain while providing protection, available in interior and weather-resistant exterior (Woodstain 2.0) variants.
• Mowilex Kayu & Besi Quality gloss paint formulated for both wood and metal surfaces, providing protection and an attractive appearance.
• Mowilex Fiberstain FS02 Specialized coating for fiber cement surfaces that delivers a natural wood-grain appearance with protective performance.
• Mowilex Gypsum Paint Specialized paint formulated for gypsum surfaces, providing a super matt smooth finish and clean appearance for ceilings and gypsum walls.
• Mowilex Roofpaint Weather-resistant roof paint with UV protection and fade-resistant colors designed for rooftop applications.
• Mowilex Batu Alam (Natural, Black, Wet Look, Gloss) Natural stone coating range (Natural, Black, Wet Look, and Gloss variants) that preserves or enhances natural stone appearance while protecting stone surfaces.
• Mowilex Fiberprimer FP02 Specialized primer for fiber cement surfaces that improves paint adhesion and durability with efflorescence resistance; carries Singapore Green Label certification.

Quantifiable outcome

• Up to 18 years of weather protection with Weathercoat Supreme exterior paint
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• MilesicoreStrategic or Co-development Partner · 1 January 2025Mowilex collaborated with Milesi, a global wood coating manufacturer, to develop the WoodMaster Collection — a premium, environmentally friendly wood finishing product line launched at IFMAC WOODMAC 2025. This collaboration combines Milesi's international expertise in wood coatings with Mowilex's sustainable formulation capabilities for the Indonesian market.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PT Nippon Paint Indonesia: Indonesian arm of Nippon Paint Holdings, one of the largest architectural paint manufacturers in Indonesia. Directly competes with Mowilex across interior, exterior and wood-coating categories with comparable retail and contractor distribution.
• PT Avia Avian (Avian Brands): Indonesia's largest domestic paint manufacturer (Avian, No Drop, Tinting brands). Directly competes with Mowilex in architectural and decorative coatings for the Indonesian mass and mid-tier consumer market.
• PT AkzoNobel Decorative Paints Indonesia (Dulux): Indonesian operations of AkzoNobel's Dulux brand, a global architectural paint leader. Direct competitor to Mowilex in interior/exterior premium decorative paints, with stronger international R&D backing.
• PT Jotun Indonesia: Norwegian Jotun's Indonesian subsidiary, active in both decorative and protective coatings. Direct competitor in the architectural/professional painter channel Mowilex Professional also targets.
• PT Kansai Paint Indonesia: Indonesian subsidiary of Japan's Kansai Paint, present in architectural and industrial coatings. Direct competitor in the premium decorative and wood-finish segments Mowilex serves.
• Propan Raya: Indonesia-based paint and coatings manufacturer offering decorative, industrial and wood finishes. Comparable mid-tier competitor with overlap in Mowilex's wood-coating and architectural segments.

Broad incumbents

• Asian Paints: India's largest decorative paint company and a global top-5 player. While not operating directly in Indonesia, it represents the same premium-mass multi-brand architectural coatings model Mowilex is executing in Indonesia.
• DuluxGroup / AkzoNobel Decorative Paints APAC: Global parent of Dulux Indonesia. Operates an extensive portfolio across APAC with broader scale, deeper R&D and stronger sustainability credentials globally — a key reference competitor for Mowilex's premium positioning.
• KCC Corporation: Korean paints and coatings major with broad architectural, industrial and specialty coating lines. Less direct in decorative paints but an adjacent incumbent with comparable regional supply reach into Southeast Asia.

Regional players

• Berger Paints (Berger Paints India / Berger International): Regional decorative and industrial paint manufacturer with presence across South/Southeast Asia. Comparable in size and multi-tier positioning to Mowilex, though operating primarily outside Indonesia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 PT. Mowilex Indonesia