Super Indo
Super Indo is a retail company that offers services at retail outlets, ensuring freshness and quality by choosing fine sources.
- Company typePrivate
- Founded1997
- HeadquartersPancoran, Indonesia
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Super Indo does
Super Indo is a company that provides retail services and maintains the freshness and quality of our products by selecting fine sources. Their commitment to maintaining the freshness and quality of their products is reflected in the selection of fine sources and the implementation of our highly monitored standard operating procedures. They provide the freshest products from the best sources at Super Indo, where the standard operating procedures are implemented at every level.
Super Indo firmographics
Firmographics- Name
- Super Indo
- Legal name
- Super Indo
- Website
- https://www.superindo.co.id
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Super Indo is a retail company that offers services at retail outlets, ensuring freshness and quality by choosing fine sources.
- Ownership category
- akta.pro rank
Super Indo industry classification
Industry- Product category
- Supermarket Retail
- NAICS
- Grocery and Convenience Retailers (4451)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Hypermarkets / Supercenters (GM + Grocery) (CRAGABAC)
Keywords
Where Super Indo is headquartered
LocationHeadquarters
- HQ city
- Pancoran
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Super Indo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Sales: Traditional supermarket revenue from selling grocery and consumer goods to end consumers through physical store locations across Indonesia.
- Private Label Products: Revenue from proprietary brands Indoculinaire and Produk 365, offering higher margin products under Super Indo's own brand names.
- Membership Program: My Super Indo loyalty program that drives customer retention through rewards, exclusive member-only promotions, and promotional campaigns including travel prizes and free umrah.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard retail pricing with promotional discounts |
| Unit Pricing | Pay-as-you-go | Katalog Super Hemat (Super Savings Catalog) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Super Indo product offering
Product offeringCore offering
Super Indo operates a traditional supermarket chain in Indonesia, selling groceries, fresh produce, household essentials, and consumer goods through more than 100 physical retail stores across Java, Sumatra, and other regions. The company complements its retail operations with two proprietary private label brands, Indoculinaire (local Indonesian culinary products) and Produk 365 (economical daily essentials), and a mobile-based membership program (My Super Indo) that delivers exclusive promotions, receipt scanning, and rewards to Indonesian household shoppers.
Product overview
Super Indo is an Indonesian supermarket chain owned by Ahold Delhaize, operating a multi-format retail network including full supermarkets and Express locations. The core product portfolio centers on the My Super Indo (MSI) membership program accessible via mobile app, supported by two private label brands: Indoculinaire (local Indonesian culinary products from SMEs) and Produk 365 (economical everyday household products). Promotional offerings include Katalog Super Hemat (regional promotional catalogs), Promo Partner (bank partnerships), and Super Event programs. Digital engagement extends through content services including Info Resep (recipes), Pengetahuan Produk (product knowledge), and Info Sehat (health content). The company also operates a business partnership program for location proposals, business tenants, and fresh product suppliers.
Differentiator
Problem solved
Functional benefit
Brands
- Indoculinaire: Private brand featuring authentic Indonesian culinary products from local suppliers across various regions including Aceh, Bali, Java, Sulawesi, and Sumatra.
- Produk 365
Products and services
- My Super Indo (MSI) Membership Program Digital loyalty and membership program accessible via mobile application for Android and iOS, offering customers exclusive promotions, receipt scanning, rewards, and prize programs for repeat grocery shoppers.
- Indoculinaire Private Brand Super Indo's private label brand featuring authentic Indonesian culinary products sourced from local micro, small, and medium enterprises across various Indonesian regions, including snacks, food, and beverages.
- Produk 365 Private Brand Value private label brand offering quality everyday household products at economical prices, equivalent to leading national brands, including rice, sugar, shrimp tempura, cotton, tissue, and drinking water.
- Super Indo Express Store Format Compact Super Indo store format offering convenience shopping with a selected product range for specific locations, complementing the full-size supermarket format.
- Mitra Bisnis (Business Partnership Program) Business partnership program offering collaboration opportunities for property owners proposing new locations, business tenants, and fresh product suppliers seeking to supply Super Indo stores.
Companies that use Super Indo
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Super Indo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Super Indo partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- InfinixminorMarketing collaboration for Infinix's 'SMART Fruit Market' campaign held inside Super Indo supermarkets in Jakarta starting late September 2025, expanding to pop-up events in Jakarta, Bandung, and Surabaya. The campaign combined AI-generated content with interactive supermarket activations and drew more than 8,000 visitors.
- GrabMartcoreDelivery partnership enabling GrabMart users to order Super Indo products through the Grab application for home delivery. Available at Super Indo stores across multiple cities including Jakarta (Antapani and other locations).
- Ahold DelhaizecoreSuper Indo is a brand under Ahold Delhaize, a global supermarket operator. Parent company announced appointment of new Brand President Stephane Deutsch in March 2026, focusing on accelerating omnichannel development and sustainable growth for Super Indo in Indonesia.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Super Indo competitors and assessment
Company assessmentDirect peers
- Transmart (PT Trans Retail Indonesia): Operates hypermarkets and supermarkets across Indonesia under the Carrefour/Transmart banner, competing head-to-head with Super Indo on full-line grocery assortment and modern trade positioning.
- Hypermart (PT Matahari Putra Prima): Indonesia's largest hypermarket chain by network, offering groceries, fresh produce, and general merchandise — directly comparable format and customer base to Super Indo.
- Lottemart Indonesia: Korean-owned hypermarket and supermarket chain operating across major Indonesian cities with a similar full-line grocery assortment and promotional cadence to Super Indo.
- Hero Supermarket (PT Hero Supermarket Indonesia): Long-standing Indonesian supermarket operator (under MDI Ventures/PRA Group), competes in the same modern grocery segment with comparable mid-market positioning.
- Ranch Market: Premium Indonesian supermarket chain focusing on imported and specialty products; competes for the same affluent urban family demographic, especially in Jakarta.
- Farmers Market: Mid- to upper-tier supermarket chain emphasizing fresh produce and imported goods; comparable customer segment and store format to Super Indo in urban Indonesia.
- FoodMart (PT Wahana Eka Paramitra): Indonesian supermarket operator with stores across Java and Sumatra targeting value-conscious families — directly comparable positioning and product mix to Super Indo.
Broad incumbents
- Alfamart (PT Sumber Alfaria Trijaya): Indonesia's largest convenience store chain with 18,000+ outlets; while not a supermarket, it competes for the same household grocery spend and increasingly overlaps via private label and fresh SKUs.
- Indomaret (PT Indomarco Prismatama): Largest convenience chain by footprint and a subsidiary of Salim Group/Indofood, competing with Super Indo for neighborhood grocery trips via dense store coverage and bundled offerings.
Others
- Ahold Delhaize (Parent): Global strategic parent company; not a direct competitor but the controlling shareholder, providing capital, supply chain, and operating playbook leverage to Super Indo's expansion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Super Indo social profiles
Digital presenceSuper Indo compliance and trust
Trust signalCompliance6 records
Super Indo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Super Indo leadership team
Management profileNumber of profiles
Profiles1 record
Super Indo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Super Indo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Super Indo
What does Super Indo do?
Super Indo operates a traditional supermarket chain in Indonesia, selling groceries, fresh produce, household essentials, and consumer goods through more than 100 physical retail stores across Java, Sumatra, and other regions. The company complements its retail operations with two proprietary private label brands, Indoculinaire (local Indonesian culinary products) and Produk 365 (economical daily essentials), and a mobile-based membership program (My Super Indo) that delivers exclusive promotions, receipt scanning, and rewards to Indonesian household shoppers.
Is Super Indo a public or private company?
Super Indo is a private company. It is classified as corporate owned and is currently operating.
When was Super Indo founded?
Super Indo was founded in 1997. It employs 5,001 to 10,000 people.
Where is Super Indo based?
Super Indo is headquartered in Pancoran, Indonesia, in the Asia region.
How does Super Indo make money?
Three revenue lines are on record. Retail Sales are the primary driver. The others are private Label Products and membership Program.
Who are Super Indo's main competitors?
Direct peers on record are Transmart (PT Trans Retail Indonesia), Hypermart (PT Matahari Putra Prima), Lottemart Indonesia, Hero Supermarket (PT Hero Supermarket Indonesia), Ranch Market, Farmers Market and FoodMart (PT Wahana Eka Paramitra). Broad incumbents are Alfamart (PT Sumber Alfaria Trijaya) and Indomaret (PT Indomarco Prismatama). Ahold Delhaize (Parent) is listed as an others.
Does Super Indo have an API?
No public API is recorded for Super Indo.
What industry is Super Indo in?
Super Indo's product category is Supermarket Retail. Its primary akta.pro industry code is CRAGABAC, Hypermarkets / Supercenters (GM + Grocery). Its NAICS code is 4451 and its SIC code is 5399.