Pacific Paint

What Pacific Paint does

Pacific Paint (legally PT Pabrik Cat dan Tinta Pacific) is an Indonesian paint and coatings manufacturer founded in 1943 by Achmad Suriawinata in Pasar Senen and now headquartered in Tangerang. The company produces a full-spectrum portfolio spanning decorative paints (Metrolite, Jatilux, Finatex interior/exterior emulsions), wood-and-metal enamels (Glotex Super Synthetic Paint), specialty coatings (Glotex for stone, pools, anti-fouling), automotive coatings supplied to Mercedes-Benz and BMW Indonesia under a BASF Germany technology license, and a MASTER-series marine and protective coatings line. Technology centers on water-based acrylic emulsions, alkyd solvent-based systems, two-component epoxies, and polyurethane chemistries with proprietary features including Color Bright, Easy Clean, low-VOC/lead-/mercury-free formulations, and a tinting system delivering 1001+ color variations.

The business operates a hybrid go-to-market model. Consumer revenue flows through 21 Pacific Paint branch offices, 255+ tinting machine dealer locations, the Mitra10 hardware retail partnership, and official storefronts on five major Indonesian e-commerce marketplaces (Tokopedia, Shopee, Lazada, Blibli, TikTok Shop). Project/commercial revenue is generated via dedicated B2B sales to property developers, contractors, hospitality groups, healthcare and education institutions, and government/heritage projects — with reference installations spanning Alila Jakarta (928,397 m²), Metropolitan Land Cibitung (275,000 m²), Karaton Surakarta Hadiningrat (90,000 m²), Bina Nusantara University Serpong, Kapal FSRU Jawa Barat, and others. Specialty and automotive revenue comes through licensed and proprietary formulations rather than volume retail.

Pacific Paint is privately held with no disclosed parent company, investors, funding rounds, or M&A history. The company employs 726 people, is supported by 121 business partners, and has won the 2022 Indonesia Property & Bank Award for environmentally friendly building materials and consumer/developer material choice. Strategic activity in 2025 includes a flagship marketing collaboration with the band Slank, a renewable energy partnership with Xurya, and ongoing expansion of marine and industrial product lines, all reinforcing a mature, founder-rooted operating model focused on long-tenure brand equity and distribution depth rather than capital-markets-driven growth.

Name

Pacific Paint

Legal name

PT PABRIK CAT DAN TINTA PACIFIC (PACIFIC PAINT)

Website

https://pacificpaint.com

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

251–500 employees

Short description

Pacific Paint is an Indonesian paint and coatings manufacturer founded in 1943, producing decorative, automotive (BASF-licensed for Mercedes-Benz and BMW Indonesia), marine, and industrial coatings for residential, commercial, government, and OEM customers across Indonesia via 21 branches, 255+ tinting locations, Mitra10 retail, and online marketplaces.

Ownership category

akta.pro rank

Product category

Paint & Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint, Coating, and Adhesive Manufacturing (3255), Paint and Wallpaper Retailers (44412)

SIC

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

akta.pro primary industry

Architectural & Decorative Coatings (IMAEAGAA)

akta.pro secondary industries

Industrial & Protective Coatings (IMAEAGAB), Marine & Offshore Coatings (IMAEAGAD), Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Paint manufacturing
• Decorative coatings
• Industrial coatings
• Marine coatings
• Automotive paints

Headquarters

HQ city

Tangerang

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. Decorative Paint Sales: Sale of interior and exterior wall paints for residential consumers through retail and dealer channels
2. Project/Commercial Paint Sales: B2B sales of paint products for large-scale projects including hotels, apartments, hospitals, schools, and commercial buildings
3. Automotive Paint Sales: Licensed automotive coatings for vehicle manufacturers including Mercedes Benz and BMW Indonesia, supplied under BASF Germany license
4. Marine Coatings Sales: Specialized protective coatings for ships, boats, and offshore marine structures for corrosion protection
5. Industrial Coatings Sales: Two-component epoxy-based paints for industrial applications with chemical resistance properties

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Pacific Paint manufactures and sells a comprehensive range of paints and coatings for residential, commercial, industrial, marine, and automotive applications. Its product portfolio includes interior and exterior decorative paints, wood and metal finishes, waterproofing, primers, floor coatings, and specialty marine and automotive coatings. The company also produces industrial adhesives and related chemical products. Distribution is supported by an in-house color tinting system and a network of dealers, branches, and retail partners across Indonesia.

Product overview

Pacific Paint is an Indonesian paint manufacturer established in 1943, offering a comprehensive portfolio of paint products spanning decorative, project, automotive, marine, and protective coatings. The product range includes multiple sub-brands: Metrolite (interior and exterior wall paints including Acrylic Emulsion, Brilliance series, Easy Clean ECO, Elastomeric, Weatherseal, and Waterproofing), Jatilux and Finatex (interior acrylic emulsions), Glotex (wood and metal paints, stone coatings, pool paints, anti-fouling), and MASTER series (marine coatings including MASTER AF, MASTER ATHENA, MASTERCRYL, MASTERGUARD, MASTERTHANE, MASTERKYD). Automotive products include NC Top Coat, Clear Coat PU variants, Dempul fillers, and Base Coat PE. Additional offerings include primers (Pacific Alkali Wall Sealer), floor coatings (Epodur, Metroflex), roof coatings (MetroRoof), and paint preparation products. Pacific Paint holds ISO certifications and environmental awards, with products available through Mitra10 retail stores and online marketplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Metrolite Acrylic Emulsion Water-based acrylic emulsion interior wall paint for residential and commercial buildings; designed as the standard Metrolite decorative interior paint line.
• Metrolite Brilliance Color Bright Interior acrylic emulsion paint incorporating Pacific Paint's Color Bright Technology for enhanced color brightness on indoor walls.
• Metrolite Brilliance Bright & Clean Interior acrylic paint combining Color Bright Technology with Easy Clean Technology for brighter walls that are easier to keep clean.
• Metrolite Easy Clean Odorless (ECO) Low-odor, low-VOC interior paint formulated with Easy Clean Technology for households seeking healthier indoor air quality.
• Jatilux Acrylic Emulsion Acrylic emulsion interior wall paint in Pacific Paint's decorative range, providing a smooth interior finish.
• Finatex Acrylic Emulsion Acrylic emulsion interior paint in the Finatex decorative line for residential wall finishing.
• Metrolite Elastomeric Elastomeric exterior wall paint formulated to bridge hairline cracks and provide flexible, weather-resistant exterior protection.
• Metrolite Weatherseal Weather-resistant exterior paint designed to protect building facades against tropical weather conditions.
• Metrolite Waterproofing Waterproofing coating for walls, roofs, and wet areas to prevent water ingress and dampness.
• Glotex Super Synthetic Paint (SSP) Solvent-based synthetic enamel paint for finishing wood and metal surfaces in residential and commercial settings.
• Glotex Cat Batu Alam Specialty coating formulated for natural stone surfaces such as batu alam, providing decorative and protective finish.
• Glotex Cat Kolam Specialty coating designed for swimming pools, providing waterproof and chemical-resistant finish.
• Glotex Anti Fouling Marine anti-fouling paint that prevents biofouling on ship hulls, suitable for vessel maintenance and new build.
• NC Top Coat Nitrocellulose top coat automotive paint used in vehicle refinish applications, part of Pacific Paint's automotive coatings range.
• Clear Coat PU High Solid High-solid polyurethane clear coat for automotive refinish, providing gloss and durable protection over base coat.
• Epoxy Primer Autoglow Epoxy-based automotive primer used as the base layer in vehicle refinish and OEM coating systems.
• MASTER AF 221 Red Oxide Red oxide anti-corrosive marine primer from the Masterkyd line, used as a base layer on steel marine structures.
• MASTERTHANE TC 551 Polyurethane marine topcoat from the Masterthane line for finishing marine vessels and offshore structures.
• MASTERKYD TC 751 Marine topcoat from the Masterkyd epoxy-based product line for use in marine coating systems.
• Pacific Alkali Wall Sealer 2 In 1 Alkali-resistant wall sealer and primer used as a base coat for interior and exterior wall paint systems.
• Metrolite Plamur Wall putty / filler used as a surface preparation product to smooth walls before painting.
• Epodur 0800 Epoxy floor coating for industrial and commercial floors, providing durable, chemical-resistant surface finish.
• Glotex Paint Remover Chemical paint remover used to strip old paint layers from wood, metal, and other surfaces prior to refinishing.
• Industrial adhesives Range of industrial adhesives produced by Pacific Paint, supporting its broader coatings and chemical product offering to commercial and industrial customers.

Quantifiable outcome

• Paint films provide coverage with drying times: touch dry in 15-30 minutes, hard dry in 2-8 hours depending on product line
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• SlankflagshipGTM or Marketing Partner · 3 September 2025Pacific Paint collaborated with legendary Indonesian rock band Slank to create an exclusive color set inspired by Indonesian natural beauty. The collaboration includes the HEBAT (Heboh Akhir Tahun) promotional campaign running from August 16, 2025 to January 15, 2026, offering prizes including cars, motorcycles, and exclusive Slank concert tickets. Set colors were inspired by nature themes selected by individual Slank members including Kaka (Whale Shark), Bimbim (Bali sunset), Abdee (Sumatran tiger), Ridho (Manusela National Park), and Ivanka (Banda Neira).
• Mitra10coreChannel Partner/ Reseller/ DistributorPacific Paint products are distributed through Mitra10 hardware store network across Indonesia. Products including Metrolite Acrylic Emulsion, Metrolite Brilliance Bright & Clean, and Glotex Super Synthetic Paint are available at Mitra10 retail locations. This partnership provides physical retail presence for consumer purchases.
• BASF GermanycoreTechnology or IntegrationPacific Paint holds a technology license from BASF Germany for automotive paint formulations. Under this license, Pacific Paint supplies automotive coatings to European car brands in Indonesia including Mercedes Benz and BMW Indonesia, providing specialized vehicle paint products.
• XuryaminorStrategic or Co-development PartnerPacific Paint partnered with Xurya for the Pacific Paint for Bright Life sustainability program, supporting renewable energy and environmental sustainability initiatives in line with the company's environmental commitments.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hempel: Global Danish coatings manufacturer with deep marine, protective, and industrial coatings expertise. Overlaps with Pacific Paint's MASTER marine and Epodur industrial lines and is a typical competitor in Indonesian shipyard and infrastructure protective projects.
• PPG Industries: Global diversified coatings major with strong automotive, industrial, and marine/protective segments. Competes with Pacific Paint in premium automotive OEM (where PPG has its own technology stack) and in marine coatings, but at vastly greater global scale.

Direct peers

• Nippon Paint Indonesia: One of the largest decorative and industrial paint manufacturers in Indonesia, owned by Nippon Paint Holdings. Competes directly with Pacific Paint across architectural, automotive, and protective coatings in the same Indonesian market with comparable distribution intensity.
• Mowilex Indonesia: Premium Indonesian paint manufacturer with a strong decorative and architectural focus, including low-VOC and specialty finishes. Competes head-to-head with Pacific Paint's Metrolite and Elastomeric exterior lines in the Indonesian premium decorative segment.
• Propan Raya: Large Indonesian-owned paint and coatings manufacturer with decorative, marine, industrial, and wood-finish product lines. Closest local comparable to Pacific Paint given similar product breadth, B2B project focus, and Indonesian heritage-brand positioning.
• AkzoNobel Decorative Paints (Dulux Indonesia): Global decorative paints leader (Dulux brand) with a strong Indonesian retail and project presence. Directly competes with Pacific Paint's Metrolite and Jatilux interior/exterior lines for the same consumers, contractors, and property developers in Indonesia.
• PT Jotun Indonesia: Indonesian subsidiary of Norway-based Jotun, a global leader in marine and protective coatings with a growing decorative presence. Highly comparable to Pacific Paint's marine (MASTER series) and decorative (Metrolite) segments and a direct competitor in Indonesian B2B project sales.
• PT Kansai Paint Indonesia: Indonesian arm of Japanese Kansai Paint, a major global automotive and industrial coatings supplier. Overlaps directly with Pacific Paint's BASF-licensed automotive coatings business and competes for the same OEM customers (including Japanese vehicle manufacturers in Indonesia).
• Avian Brands: Major Indonesian paint group owning the Avitex, No Drop, and other heritage paint brands. Direct competitor to Pacific Paint in Indonesian retail decorative paint, with overlapping distribution through hardware stores and project channels.

Others

• BASF Coatings: Global automotive and industrial coatings player that is also Pacific Paint's technology licensor for automotive finishes. Included as a comparable for benchmarking automotive technology, though it is also a strategic partner rather than a strict head-to-head competitor in Indonesia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ppf_indonesia
• YouTubeyoutube.com/channel/UCT8S_0lh2YbkJ_1ypzkyeWA
• Facebookfacebook.com/PacificPaintOfficial
• LinkedInlinkedin.com/company/pacificpaintindonesia
• Instagraminstagram.com/pacificpaintindonesia
• TikToktiktok.com/@pacificpaintindonesia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Pacific Paint