Sampoerna

What Sampoerna does

PT Hanjaya Mandala Sampoerna Tbk. (HMSP, listed on Indonesia Stock Exchange since 1990) is Indonesia's leading tobacco company, holding a 30.7% market share in 2025 with 79.4 billion sticks sold. Founded in Surabaya in 1913 by Liem Seeng Tee under the Dji Sam Soe brand and under majority ownership of Philip Morris International since May 2005, the company operates a dual-portfolio model: combustible cigarettes (Hand-Rolled Kretek / SKT, Machine-Made Kretek / SKM, and Marlboro white cigarettes manufactured by PT Philip Morris Indonesia) and a smoke-free products (SFP) portfolio comprising IQOS, BONDS by IQOS, VEEV e-vapor, and ZYN nicotine pouches.

Production runs across nine facilities — two SKM plants, one SFP plant (Karawang, USD186 million, operational Q4 2022 with one of four PMI global SFP R&D labs), and six SKT plants including new sites in Blitar and Tegal inaugurated in 2024. The SFP Karawang plant serves as PMI's export hub, with shipments to 30+ destinations. Technology investments include 100% clean energy usage across owned facilities and Carbon Neutral Declarations (SGS, PAS2060:2014) for six plants.

Sampoerna generates revenue through wholesale distribution of combustible and smoke-free products to a vast downstream network: 106 sales offices, the Panamas subsidiary (5,000+ employees, 90%+ Indonesia coverage), 43 Third-Party Operators (50,500+ hand-rolling workers), 1.5 million retail outlets, and 250,000+ Sampoerna Retail Community (SRC) stores. Pricing is subject to Indonesian tobacco excise and operates on a unit-pricing basis across Volume Tier 1 SKT, mid-tier, and premium segments. The MSME development franchise (SRC and SETC, 108,000+ MSMEs trained) and SOE partnerships with BRI, BULOG, Pertamina, Telkomsel, and Pos Indonesia extend the commercial footprint beyond tobacco. The company contributes IDR 204.1 trillion to the Indonesian economy (~1% of GDP) and operates with a near-100% dividend payout ratio (IDR 6.55 trillion distributed from FY2025 earnings).

Name

Sampoerna

Legal name

PT Hanjaya Mandala Sampoerna Tbk.

Website

https://sampoerna.com

Company type

Public

Founded year

1913

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

PT Hanjaya Mandala Sampoerna Tbk. is Indonesia's leading tobacco company (30.7% market share, 79.4 billion sticks sold in 2025), producing kretek and machine-made cigarettes plus smoke-free products as a Philip Morris International affiliate, distributed through 1.5 million retail outlets nationwide.

Ownership category

akta.pro rank

Product category

Tobacco Products

NAICS

Tobacco Manufacturing (312230), Tobacco Manufacturing (3122), Tobacco Product and Electronic Cigarette Merchant Wholesalers (42494)

SIC

Cigarettes (2111), Tobacco Products (2100)

akta.pro primary industry

Cigarettes Manufacturing & Brands (CRADAJAA)

akta.pro secondary industries

E-liquids & Nicotine Salts Manufacturing & Brands (CRADAJAG), Nicotine Pouches (Tobacco-Free) Manufacturing & Brands (CRADAJAI), Heat-Not-Burn & Alternative Nicotine Device Retail (e.g., IQOS-type) (CRANAEAJ), Smokeless Tobacco (Chewing Tobacco, Snuff, Snus) Manufacturing & Brands (CRADAJAC)

Keywords

• Kretek cigarette manufacturing
• Tobacco distribution Indonesia
• Smoke-free nicotine products
• Hand-rolled clove cigarettes
• Machine-made cigarettes

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Combustible Cigarettes: Manufacturing and sale of kretek cigarettes (hand-rolled and machine-made) including brands like Dji Sam Soe, Sampoerna A, Magnum, Marlboro, and Sampoerna Kretek. Sales volume of 79.4 billion sticks in 2025.
2. Smoke-Free Products: Heat-not-burn products (IQOS, BONDS), e-vapor (VEEV), and nicotine pouches (ZYN) with limited distribution. SFP facility in Karawang exports to Asia Pacific.
3. Distribution Services: Through subsidiary Panamas with 5,000+ employees and distribution network covering 90%+ of cities/regencies in Indonesia. Also distributes Marlboro products manufactured by PMID.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Sampoerna manufactures and distributes combustible kretek (clove) cigarettes, including Hand-Rolled Kretek Cigarettes (SKT) such as Dji Sam Soe and Sampoerna Kretek, Machine-Made Kretek Cigarettes (SKM) such as Sampoerna A and Magnum, and distributes Marlboro white cigarettes through PT Philip Morris Indonesia. The company also produces and sells a Smoke-Free Products portfolio comprising heat-not-burn devices (IQOS, BONDS by IQOS), closed-pod e-vapor (VEEV), and nicotine pouches (ZYN), serving legal-age adult consumers in Indonesia and exporting to 30+ destinations.

Product overview

Sampoerna operates as a dual-portfolio tobacco company with two distinct product lines: (1) Combustible Cigarettes comprising Hand-Rolled Kretek Cigarettes (SKT) including DJIE SAM SOE and SAMPOERNA KRETEK brands; Machine-Made Kretek Cigarettes (SKM) including SAMPOERNA A and MAGNUM; and MARLBORO white cigarettes distributed by PT Philip Morris Indonesia. (2) Smoke-Free Products (SFP) portfolio consisting of heat-not-burn products (IQOS, BONDS by IQOS), closed-pod e-vapor (VEEV), and nicotine pouches (ZYN). The company also distributes MARLBORO products manufactured by PMID. Sampoerna serves as Philip Morris International's affiliate since 2005.

Differentiator

Problem solved

Functional benefit

Brands

• Dji Sam Soe (Djie Sam Soe): Hand-Rolled Kretek Cigarettes #1 brand. The legendary King of Kretek, originally founded in 1913.
• Sampoerna Kretek
• Sampoerna A (A Mild)
• Magnum
• Marlboro
• IQOS
• VEEV
• ZYN
• Bonds by IQOS
• BLENDS by IQOS
• TEREA Riviera Pearl
• Sampoerna Retail Community (SRC)
• Sampoerna Entrepreneurship Training Center (SETC)
• Sampoerna Karya Bangsa (SKB)
• Sampoerna Rescue (SAR)
• HOPE (Holistic Program for Employability)

Products and services

• DJIE SAM SOE Hand-Rolled Kretek Cigarettes brand positioned as the #1 hand-rolled cigarette brand in Indonesia, featuring clove-infused tobacco. Originally founded in 1913 and known as the legendary King of Kretek.
• SAMPOERNA KRETEK Hand-Rolled Kretek Cigarettes brand featuring traditional clove cigarettes for adult consumers.
• SAMPOERNA A Machine-Made Clove Cigarettes brand positioned as the #1 machine-made clove cigarette in Indonesia. Pioneer of the Machine-Made Kretek Low Tar (SKM LT) category.
• MAGNUM Machine-Made and Hand-Rolled Clove Cigarettes brand offering premium kretek products including Dji Sam Soe Magnum variants.
• MARLBORO Machine-Made White Cigarette brand distributed by Sampoerna in Indonesia, the #1 international cigarette brand manufactured by PT Philip Morris Indonesia (PMID).
• IQOS Heat-not-burn smoke-free product that uses real tobacco without combustion, producing 90-95% lower harmful constituents than cigarettes. Authorized by U.S. FDA as a Modified Risk Tobacco Product. Available with limited market testing in Indonesia since March 2019.
• VEEV Closed-pod e-vapor product line including VEEV One and VEEV Now disposable device, launched in 2024 with limited distribution.
• ZYN Nicotine pouch product launched in late 2024 exclusively in Bali with limited distribution area.
• BONDS by IQOS Heat-not-burn smoke-free tobacco product launched in 2025, featuring tobacco sticks for use with BONDS devices, including clove variants made with authentic Indonesian cloves.

Quantifiable outcome

• 30.7% market share in Indonesian cigarette market (2025)
• +7 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Perum BULOG (National Logistics Agency)coreStrategic or Co-development Partner · 1 August 2025MOU signed at Pesta Rakyat untuk Indonesia 2025 to expand the Rumah Pangan Kita (RPK) network so communities can access quality staple food at affordable prices, aligned with national food security efforts.
• PT Bank Rakyat Indonesia (BRI)coreStrategic or Co-development Partner · 1 August 2025MOU to promote financial literacy and inclusion through SRC Savings powered by BRImo program and BRILink agent expansion, broadening MSMEs' access to capital and digital financial services via SRC stores.
• PT Pos IndonesiacoreStrategic or Co-development Partner · 1 August 2025MOU to expand distribution of official stamps to one million retail stores through SRC network and broaden logistics service points across Indonesia, ensuring easier public service access even in remote areas.
• PT Pertamina Patra NiagaminorStrategic or Co-development Partner · 1 August 2025Partnership to establish SRC stores as official Bright Gas outlets ensuring reliable, equitable, and well-targeted distribution of Bright Gas LPG to the public.
• PT Telekomunikasi Selular (Telkomsel)minorStrategic or Co-development Partner · 1 August 2025Partnership to expand digital access for MSME entrepreneurs and communities through fixed broadband services in SRC stores.
• Philip Morris International (PMI)flagshipStrategic or Co-development Partner · 1 May 2005PMI acquired majority ownership of Sampoerna in May 2005. Sampoerna is a subsidiary of PT Philip Morris Indonesia (PMID) and an affiliate of PMI. Sampoerna leverages PMI's global best practices, world-class systems, and serves as PMI's export hub. PMI manages brands including Marlboro, the world's number one cigarette brand.
• Third-Party Operators (TPOs)coreChannel Partner/ Reseller/ Distributor43 Third-Party Operators owned and operated by local cooperatives and entrepreneurs across Java. TPOs employ more than 50,500 workers in producing Hand-Rolled Kretek Cigarettes (SKT).
• Tobacco and Clove FarmerscoreOthersMore than 21,500 tobacco farmers and 1,000 clove farmers in supply chain across 20 districts on Java and Nusa Tenggara. Supported through Integrated Production System (IPS) with technical assistance, crop purchase guarantees, and agricultural machinery access.
• Local SuppliersminorOthers1,700 local goods and services suppliers supporting Sampoerna's business operations.
• Danantara (Daya Anagata Nusantara Investment Management)coreStrategic or Co-development PartnerDanantara preparing full support for MSMEs through capital networks, new markets, and business mentoring. Network of 130 hotels and 80 hospitals requiring amenities. Collaboration with Sampoerna's MSME mentoring programs to develop real outcomes.

Scale indicators15 records

Recent moves15 records

Expansion highlights6 records

Direct peers

• Korea Tobacco and Ginseng Corporation (KT&G): South Korea's leading tobacco company (Esse, This, Cloud) with global HNB push via lil; comparable as an Asian tobacco incumbent undergoing smoke-free transition.
• Djarum Group: Major privately held Indonesian kretek manufacturer (Djarum Super, LA Lights Indonesia) competing head-to-head with Sampoerna in machine-made kretek and broader cigarette categories.
• ITC Limited: India's largest cigarette manufacturer (Classic, Gold Flake) operating a comparable emerging-market kretek-style tobacco business with similar regulatory exposure and FMCG diversification.
• Gudang Garam: Indonesia's second-largest kretek manufacturer (ticker GGRM on IDX), directly competing with Sampoerna in hand-rolled and machine-made kretek cigarettes across similar Indonesian retail channels.

Emerging players

• Swedish Match (ZYN): Now owned by PMI; originator of the ZYN nicotine pouch brand that Sampoerna distributes in Bali — directly relevant to Sampoerna's SFP portfolio expansion in Indonesia.

Broad incumbents

• Japan Tobacco International: Global tobacco major with strong Asian presence (Winston, Camel, Mevius) and Ploom heat-not-burn platform; competes with Sampoerna across combustible and emerging SFP categories in Asia.
• Philip Morris International: Sampoerna's parent company and the world's leading international tobacco company; provides IQOS/BONDS/VEEV/ZYN globally and is the strategic anchor for Sampoerna's portfolio and SFP roadmap.
• British American Tobacco (Indonesia): Operates in Indonesia with brands including Lucky Strike and Dunhill; competes in combustible premium segments while running its own glo heat-not-burn platform globally.
• Altria Group: U.S. tobacco incumbent (Marlboro US, NJOY, on!) serving as a relevant comparable on smoke-free transition strategy, regulated tobacco economics, and dividend-oriented capital allocation.
• Imperial Brands: Global tobacco group (JPS, Davidoff, blu e-vapor) operating in similar combustible and next-generation product categories with comparable dividend-driven emerging-market strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/insidesampoerna
• LinkedInlinkedin.com/company/pt-hm-sampoerna-tbk

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Sampoerna