PT. Sinar Antjol

What PT. Sinar Antjol does

PT. Sinar Antjol is an Indonesian privately-held manufacturer of household and personal care products, founded in 1942 by Bapak Sewu Gunawan in Jakarta and currently led by second-generation CEO Eka Leonard Gunawan. The company manufactures bar soaps, powder and cream detergents, dishwashing liquids, hand and body lotions, haircare products, and mosquito repellents, organized into a multi-brand portfolio including flagship B29 (household), KRIS (personal care), Medisoft (medicated), Intense (haircare), Wow (value household), Sehat Indonesiaku (antiseptics), Glaze (women's fragrance), Silver (men's fragrance), and Ayu Beauty Soap. It operates 3-4 factories in Indonesia (Lodan/Ancol, Pluit, Tangerang) and 4 international plants in China, Ghana, Ethiopia, and Tanzania, with ISO 9001:2015 certification at the Lodan and Tangerang sites.

The company generates revenue through one-time product sales rather than subscriptions or licensing, distributing via 100+ Indonesian distributors across all 34 provinces—reaching from street vendors (warung) to supermarkets—through sister company Peace Global Success with 11 domestic branches, and through direct exports to buyers in 50+ countries on 4 continents, supplemented by trade-show channels (Canton Fair, attended 17+ times since 2009), a company-operated online store, and TV-selling programs in China. Vertically integrated subsidiaries include Peace Industrial Packaging (packaging supply) and a network of wholly-owned overseas manufacturing entities, while a minority affiliate relationship with PT Solvay Manyar provides surfactant supply. Headcount is reported at 1001-5000 employees, no revenue figure is publicly disclosed, and the company is family-owned with no identified external institutional investors.

Name

PT. Sinar Antjol

Legal name

PT. Sinar Antjol

Website

https://sinarantjol.com

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

PT. Sinar Antjol is an Indonesian manufacturer founded in 1942 producing household and personal care products—detergents, soaps, dishwashing liquids, lotions, and mosquito repellents—under brands including B29 and KRIS, serving mass-market consumers domestically across 34 provinces and exporting to 50+ countries.

Ownership category

akta.pro rank

Product category

Household & Personal Care Products Manufacturing

NAICS

Soap and Other Detergent Manufacturing (325611), Chemical and Allied Products Merchant Wholesalers (4246), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Chemicals & Allied Products (5160)

akta.pro primary industry

Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA)

akta.pro secondary industries

Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB), Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

Keywords

• Household cleaning products
• Personal care manufacturing
• Bar soap production
• Laundry detergent manufacturing
• Body lotion products

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations

Revenue model

1. Product Manufacturing and Sales: PT Sinar Antjol generates revenue through the manufacture and sale of household and personal care products including detergents, dishwashing liquids, soaps, hand & body lotions, and mosquito repellents under multiple brand portfolios. Products are sold through distributors across Indonesia (34 provinces) and exported to 50+ countries.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

PT. Sinar Antjol manufactures and distributes a diversified portfolio of household and personal care products including bar soaps, powder and cream detergents, dishwashing liquids, hand and body lotions, mosquito repellents, and haircare items. Operating under the Peace Group umbrella with brands such as B29, KRIS, MEDISOFT, INTENSE, WOW, SEHAT INDONESIAKU, GLAZE, SILVER, AYU and WATERGUARD, the company produces these goods at three factories in Indonesia (Lodan, Pluit, Tangerang) and distributes them domestically via 100+ distributors across 34 provinces while exporting to 50+ countries.

Product overview

PT. Sinar Antjol is a manufacturer of household and personal care products operating under the Peace Group umbrella. The company offers a diversified portfolio of products organized into multiple brands: B29 (flagship household brand for detergents, soaps, and cleaning products), KRIS (premium personal care with fragrances including hand & body lotions), MEDISOFT (medicated personal care), INTENSE (premium haircare), WOW (value household products), SEHAT INDONESIAKU (antiseptics), GLAZE (women's fragrances), SILVER (men's fragrances), and AYU Beauty Soap (traditional-modern fusion personal care). The company also produces mosquito repellents. Products are available across Indonesia through over 100 distributors and exported to more than 50 countries. Manufacturing is conducted through 3 operating factories in Indonesia located in Lodan, Pluit, and Tangerang.

Differentiator

Problem solved

Functional benefit

Brands

• B29: Flagship brand of Sinar Antjol offering a variety of high-performing, superior household products including dishwash, detergent, and soap.
• KRIS
• Medisoft
• Intense
• Wow
• Sehat Indonesia Ku
• Glaze
• AYU Beauty Soap
• Silver
• Lemon
• Waterguard

Products and services

• B29 Household Products Flagship brand offering a variety of household products including bar soap, powder detergent, cream detergent, liquid detergent, dishwashing liquid, and water solution. Designed for mass-market Indonesian consumers seeking affordable, quality household cleaning products.
• KRIS Personal Care Best-selling personal care brand offering hand & body lotions with luxurious fragrances, Cocoa Care variants, hair perfume, and instant white products. Targeted at consumers seeking premium-feel personal care products.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• PT Tuv Nord IndonesiacoreImplementation/ SI/ Consulting Partner · 1 January 2019PT Tuv Nord Indonesia conducted ISO 9001:2015 certification audits for PT Sinar Antjol's Business Unit Tangerang and Plant Lodan facilities. The certification body partnered with Komite Akreditasi Nasional (KAN) as the accreditation body.
• Komite Akreditasi Nasional (KAN)coreOthersKAN served as the national accreditation body overseeing ISO 9001:2015 certification audits conducted by PT Tuv Nord Indonesia for PT Sinar Antjol facilities.
• Bea Cukai MarundaminorOthersBea Cukai Marunda organized the Marunda Customs Award event where PT Sinar Antjol received recognition as Perusahaan Kawasan Berikat Terbaik (Best Bonded Zone Company) in February 2020.
• PT Solvay ManyarminorStrategic or Co-development PartnerPT Solvay Manyar is an affiliate company - Indonesian branch of international Solvay Group located in Gresik, East Java. It is a leading manufacturer of surfactants and serves as a key supplier for PT Sinar Antjol. Management conducted factory visits to learn from Solvay Manyar's best practices.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• PT Mandom Indonesia: PT Mandom Indonesia manufactures men's and women's personal care products (Gatsby, Pucelle, Pixy) and imports Japonism and other brands — directly comparable to Sinar Antjol's KRIS, Glaze, Silver, Medisoft and Intense personal care lines in product positioning and Indonesian retail channels.
• PT Unilever Indonesia: PT Unilever Indonesia is the largest household and personal care manufacturer competing in Indonesia with comparable categories including detergents (Rinso, Surf), dishwash (Sunlight), body care (Lifebuoy, Dove, Lux) and fragrances — directly overlapping with Sinar Antjol's B29, KRIS, Glaze and Silver ranges. It is the lead comparable for share, scale and channel competition.
• PT Kao Indonesia: PT Kao Indonesia, the Indonesian subsidiary of Kao Corporation (Japan), markets household and personal care brands including Attack detergent, Magiclean floor cleaner, Biore body care and Johnsons — overlapping with Sinar Antjol's cleaning and personal-care portfolio across retail channels.
• PT Paragon Technology and Innovation: PT Paragon Technology and Innovation (Wardah, Make Over, Emina) is an Indonesian mass-to-premium personal care and cosmetics manufacturer with a comparable go-to-market in modern trade and Indonesian consumers, competing most directly with Sinar Antjol's KRIS and AYU Beauty Soap brands.
• PT Lion Wings Indonesia: PT Lion Wings Indonesia (affiliate of Japan's Lion Corporation) manufactures and markets laundry detergents, dishwashing liquids, soaps and floor cleaners under brands like Mama, Top, Emeron and Zinc — a domestic peer with overlapping SKUs, distribution channels and competitive positioning against B29, WOW and AYU Beauty Soap.

Broad incumbents

• PT Procter & Gamble Indonesia: Procter & Gamble Indonesia markets Ariel, Tide, Downy, Pantene, Head & Shoulders and Gillette — a broader multinational incumbent with overlapping detergents and personal care, but operating at much larger scale and with global R&D backing versus Sinar Antjol's mostly regional Indonesian base.
• Reckitt Benckiser Indonesia: Reckitt Benckiser Indonesia markets Dettol, Vanish, Finish and Calgon — overlapping with Sinar Antjol's antiseptics (Sehat Indonesiaku) and household cleaning lines (B29), and shares the Indonesia CPG distribution environment though it sits in a broader multi-category multinational portfolio.
• PT Cussons Baby Indonesia (PZ Cussons): PT Cussons Baby Indonesia (PZ Cussons) markets Cussons Baby, Imperial Leather and other personal care brands — a multinational incumbent with overlapping personal care categories that compete in the same Indonesian modern trade channels as Sinar Antjol's KRIS, Medisoft and AYU Beauty Soap.
• Henkel Indonesia: Henkel's laundry & home care portfolio (Persil, Vernel, Slek, Rinso in some markets) competes with Sinar Antjol's B29 detergent and WOW ranges, particularly in modern trade and through Indonesian distribution; Henkel is a broader multinational incumbent with global R&D versus the regional Sinar Antjol footprint.

Regional players

• Godrej Consumer Products: Godrej Consumer Products is a large emerging-markets CPG manufacturer (hair care, soaps and household insecticides in Asia and Africa) with a comparable emerging-market portfolio focus and African plant footprint similar to Sinar Antjol's Ghana, Ethiopia and Tanzania operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sinarantjolindo

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries7 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. Sinar Antjol