What Firman Indonesia does

Firman Indonesia, operated by PT. Teckindo Prima Inovasi, is an Indonesian e-commerce marketplace for agricultural, construction, industrial, and household machinery, headquartered in Balaraja, Tangerang and operating since 1978 with 101-250 employees. The company's catalog spans tillers, cultivators, seeders, water pumps, gensets, brushcutters, power sprayers, diesel welders, layflat hoses, and spare parts, organized under the Firman master brand alongside the JAGO (economical tier) and STAR (water hoses) sub-brands, with listed prices ranging from approximately Rp 275,100 to Rp 70,260,000.

The business runs through a proprietary online store backed by native Android and iOS applications, and is supported by 25+ logistics partners, multiple bank and retail-outlet payment integrations, a 1-year product warranty, and a product-demonstration program that extends to government agricultural agencies. Recent additions to the catalog include premium-category products such as the FWM700-R Remote Robotic Weed Mower, the FCT25 Amphibious Crawler Tractor, and updated FTI2010DE GEN II/III mini tractors, alongside continued breadth across smallholder and commercial-farming equipment.

Revenue is generated through direct e-commerce sales of branded machinery and spare parts to a fragmented customer base of individual farmers, agricultural SMBs, construction firms, and Indonesian government agencies. Customer acquisition is supported by nationwide logistics coverage, multi-channel payments, and demonstration-based institutional outreach, with no disclosed revenue, funding rounds, or external investors in the input set.

Name

Firman Indonesia

Legal name

PT. Teckindo Prima Inovasi

Website

https://firmanindonesia.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

101–250 employees

Short description

Firman Indonesia (PT. Teckindo Prima Inovasi) is an Indonesian e-commerce marketplace selling agricultural, construction, industrial, and household machinery under the Firman, JAGO, and STAR brands to farmers, agricultural SMBs, construction firms, and government agencies nationwide.

Ownership category

akta.pro rank

Product category

Agricultural & Industrial Machinery

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Agricultural machinery
• Construction equipment
• Power generators
• Water pumps
• Farming tools

Headquarters

HQ city

Tangerang

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of machinery products including tillers, cultivators, seeders, water pumps, gensets, brushcutters, power sprayers, and spare parts through the Firman Online Store e-commerce platform. Products are sold at fixed prices with negotiation (Nego) option available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Firman Indonesia runs the Firman Online Store, a direct-to-consumer e-commerce platform that sells its own branded FIRMAN, JAGO, and STAR line of agricultural machinery (tillers, cultivators, manual seeders, weed mowers, mini tractors), construction equipment, power equipment (gensets, diesel welders), water pumps and irrigation hoses, brushcutters, and power sprayers. The offering is supported by Android and iOS apps, online warranty activation, scheduled product demonstrations, and nationwide delivery through 25+ logistics partners.

Product overview

Firman Indonesia operates an e-commerce marketplace (Firman Online Store) owned and operated by PT. Teckindo Prima Inovasi, specializing in agricultural and construction machinery. The product portfolio includes tillers/cultivators (FTL series) such as the FTL450Y JAGO mini tiller for terraced farming and the FTL500H JAGO economical model for both dry and paddy fields; manual seeders (FMS series) including the FMS07D dual-function seeder for simultaneous seed and fertilizer planting, FMS10SF with 10 planting mouths and 98% accuracy, and FMS07DF double-tank model; layflat hoses for irrigation systems in various sizes and pressure ratings; and associated spare parts. The platform enables B2C and B2B online purchasing with warranty support, multiple payment options, and product demonstration services.

Differentiator

Problem solved

Functional benefit

Brands

• JAGO: Economical variant sub-brand for tillers and agricultural equipment
• STAR

Products and services

• FTL Series Tillers and Cultivators (FIRMAN/JAGO) Gasoline and diesel-powered mini tillers and cultivators (5.2–9 HP) for land preparation, plowing (depths 150–300 mm), and weed control across dry fields, wet paddy fields, and terraced farmland. Targeted at smallholder farmers and agricultural operators across Indonesia. Prices range roughly Rp 4,028,500 to Rp 23,362,500.
• FMS Series Manual Seeders (FIRMAN) Push-type manual seeders (single- and multi-row) for planting seeds with simultaneous fertilizer placement, with 98% seeding accuracy, 0.8–1.1 Ha/day working capacity, planting depths of 3.5–8 cm, and stainless-steel or iron planting mouths. Models cover peanuts, mung beans, soybeans, and corn. Prices range around Rp 275,100 (entry-level) upward.
• FIRMAN Layflat Hoses (STAR sub-brand) Heavy-duty synthetic-rubber layflat hoses for irrigation systems, available in 3-inch diameter with 6 bar and 10 bar pressure ratings at 100-meter lengths. Priced Rp 444,000 to Rp 5,137,600 depending on rating.
• FIRMAN Generators / Gensets Petrol inverter generators (gensets) such as the FPG18500DYi for backup power generation and remote-site electricity, sold under the Power Equipment category on the Firman Online Store.
• FIRMAN Diesel Welders Diesel-powered welding machines (FDW300C and FDW300CA JAGO) with and without current adjuster, sold under the Tools/Power Equipment category for industrial and field welding use.
• FIRMAN Power Sprayers and Knapsack Sprayers Engine-driven power sprayers (FPS25-4T and FPS25-2T) and a knapsack sprayer (FKS16S2) for agricultural spraying of crops. Priced Rp 1,554,000 to Rp 1,963,500 for the power sprayers.
• FIRMAN Mini Tractors (4-Wheel) Four-wheel mini tractor (FTI2010DE III) for smallholder and mid-sized agricultural operations, priced at Rp 37,999,500.
• FIRMAN Weed Mowers (Remote Robotic and Walk-Behind) Walk-behind and remote-controlled robotic weed mowers (FWM690, FWM800, FWM700-R) for clearing brush, scrub, and weeds on agricultural plots and plantations. The FWM700-R is a high-end remote robotic unit priced at Rp 70,260,000.
• FIRMAN Brushcutters and Trimmers Brushcutters including the electric FEBC24V battery-powered model and the conventional FGB388FI gasoline-powered model for grass cutting, brush clearing, and environmental maintenance. Also includes FGP10-4T sprayers/grass tools.
• FIRMAN Crawler / Amphibious Tractors (FCT25) Amphibious all-terrain crawler tractor (FCT25) for agricultural, plantation, and government/municipal applications. Sold via the Firman Online Store with scheduled on-site product demonstrations.
• FIRMAN Spare Parts Catalog Catalog of branded FIRMAN spare parts for agricultural, power, and water-handling equipment, available nationwide through the Firman Online Store to support after-sales maintenance for purchased machinery.
• Scheduled Product Demonstration Service Request-and-schedule product demonstration service for heavier equipment (Combine Harvester, Transplanter, Cultivator, Tiller), targeted at government agricultural agencies and enterprise buyers who want to test equipment on-site before purchase.
• Online Warranty Activation and Warranty Checking Online activation and verification of the standard 1-year service warranty included with all FIRMAN-branded machinery sold through the Firman Online Store.

Quantifiable outcome

• 1-year warranty on all products
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• PT. Teckindo Prima InovasicoreOthersPT. Teckindo Prima Inovasi is the parent company that owns and operates the Firman Online Store. The company is described as a 'perusahaan perdagangan Nasional' (national trading company) distributing various types of machinery products throughout Indonesia. Firman Online Store is described as an online marketplace owned and run by PT. Teckindo Prima Inovasi.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Honda Power Equipment: Global manufacturer of generators (gensets), water pumps, and engines — directly overlapping with Firman's power equipment, water pumps, and engine-driven product lines, and competing for the same Indonesian end-customer.
• Deere & Company (John Deere): World's largest agricultural machinery manufacturer with growing presence in Southeast Asia. Overlaps with Firman's tractor, tiller, and agricultural mechanization offerings at a different scale and price tier.
• Yamaha Motor Power Products: Manufacturer of power equipment including generators and engines with strong Indonesian distribution. Comparable product overlap (gensets, pumps, engines) and serves a similar SMB/agricultural buyer profile in Southeast Asia.
• Tractor Supply Company: U.S. rural-lifestyle retailer combining e-commerce with an extensive catalog of agricultural equipment, tools, and outdoor power products. Analogous omnichannel retail model serving farmers, rural SMBs, and consumers.
• Stihl: Global leader in brushcutters, chainsaws, and outdoor power equipment. Directly comparable to Firman's brushcutter and weed-mower categories and serves overlapping landscaping, plantation, and smallholder farmer use cases.
• Kubota Corporation: Global incumbent in agricultural machinery (tractors, tillers, rice/crop equipment) with deep Asia-Pacific presence. Highly relevant because Firman's tillers, seeders, and compact equipment overlap directly with Kubota's core categories, though Kubota is a manufacturer not a retailer.
• Massey Ferguson (AGCO Corporation): Global tractor and agricultural machinery brand with established Asia-Pacific distribution. Competes in Firman's agricultural mechanization categories including tillage, seeding, and compact tractor segments.

Emerging players

• KisanKraft: Indian agricultural equipment company selling affordable tillers, seeders, and small machinery through a direct/online model. Highly comparable business model and target customer (smallholder farmers) to Firman's JAGO-economical sub-brand strategy.

Direct peers

• Krisbow Indonesia (Catur Sentosa Adiprana): Indonesia's largest tools and hardware retailer with strong e-commerce presence and nationwide distribution. Closely comparable to Firman in channel model (online + omnichannel retail of equipment/tools) and target SMB/consumer customer base in the machinery and equipment category.

Regional players

• Ace Hardware Indonesia (Kawan Lama Group): Major Indonesian hardware and equipment retailer with omnichannel presence. Overlaps with Firman on tools, pumps, and equipment categories targeted at Indonesian consumers and SMBs.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/indonesiafirman
• Facebookfacebook.com/IndonesiaFirman
• LinkedInlinkedin.com/company/firman-indonesia

Revenue estimate

Valuation estimate

Number of profiles

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 Firman Indonesia