Super Indo

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.

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

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

• Supermarket retail
• Grocery retail
• Private label brands
• Loyalty program
• Omnichannel retail

Headquarters

HQ city

Pancoran

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Traditional supermarket revenue from selling grocery and consumer goods to end consumers through physical store locations across Indonesia.
2. Private Label Products: Revenue from proprietary brands Indoculinaire and Produk 365, offering higher margin products under Super Indo's own brand names.
3. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core 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.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• InfinixminorGTM or Marketing Partner · 1 September 2025Marketing 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.
• GrabMartcoreChannel Partner/ Reseller/ DistributorDelivery 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 DelhaizecoreStrategic or Co-development PartnerSuper 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

Direct 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

• Xx.com/infosuperindo

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Super Indo