Sunrise Steel

What Sunrise Steel does

PT Sunrise Steel is an Indonesian private steel manufacturer founded in 2009 and headquartered in Mojokerto, East Java, with a sales and marketing office in Surabaya. The company produces ZINIUM®, a proprietary zinc-aluminium alloy coated steel (Baja Lapis Aluminium Seng / BjLAS) composed of 55% aluminium, 42-45% zinc, and 1-1.5% silicon, which the company positions as offering superior corrosion resistance, fire and termite resistance, and lighter weight compared to conventional galvanised steel. Its manufacturing operations feature computerized production systems and on-site slitting lines.

The product portfolio spans coating-mass variants (RUBY AS 70, EMERALD AS 100, SAPPHIRE AS 150, ALLNATT AS 200) plus differentiated lines including DIVERSO (asymmetric coating for tropical conditions) and JUARA (resin-coated variants). ZINIUM® is SNI-certified (SNI 4096:2007 for material, SNI 8399:2017 for finished product) and is sold under the registered ZINIUM® trademark.

Sunrise Steel operates a hardware-sales revenue model, distributing through a network of Indonesian building material stores (toko bangunan) supplemented by an e-commerce pre-order storefront (shop.sunrise-steel.com). Demand generation is channel-led, anchored on recurring consumer and retailer incentive programs ('Ketiban Rejeki Zinium' and 'Rejeki Toko ZINIUM'). Primary customer segments are residential construction (roof, wall, and ceiling framing) and industrial / commercial construction (warehouses, factories, agricultural buildings), with building-material retailers as a key business unit. In 2025 the company executed its first major international expansion, exporting 6,000 tons to the United States in the first half of the year. A long-term supply agreement with PT Krakatau Steel anchors upstream raw material access, and the firm holds a 2023 MURI record for its installer welfare CSR program. The company has 101-250 employees and financial details are not publicly disclosed.

Name

Sunrise Steel

Legal name

PT Sunrise Steel

Website

https://sunrise-steel.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

PT Sunrise Steel is an Indonesian steel manufacturer founded in 2009 that produces ZINIUM®, a proprietary zinc-aluminium alloy coated steel for residential and industrial construction framing, distributed through building material stores domestically and exported to the United States.

Ownership category

akta.pro rank

Product category

Coated Steel Products

NAICS

Steel Product Manufacturing from Purchased Steel (3312)

SIC

Sheet Metal Work (3444)

akta.pro primary industry

Coated & Plated Steel (Galvanized, Galvalume, Tinplate, Electrogalvanized, Color-Coated) (IMAKABAG)

Keywords

• Coated steel products
• Light steel framing
• Aluminum-zinc alloy steel
• Construction steel materials
• Baja Lapis Aluminium Seng

Headquarters

HQ city

Mojokerto

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. ZINIUM Steel Products: PT Sunrise Steel generates revenue through manufacturing and selling ZINIUM branded light steel products including roof frames, wall frames, ceiling frames, and related building materials. Products are sold through distribution network of building material stores throughout Indonesia.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

PT Sunrise Steel manufactures ZINIUM®, a proprietary aluminum-zinc alloy coated steel (Baja Lapis Aluminium Seng / BjLAS) composed of 55% aluminum, 42-45% zinc, and 1-1.5% silicon. The company produces light steel framing materials for residential, commercial, and industrial construction, sold through building material retail stores across Indonesia and exported internationally.

Product overview

Sunrise Steel operates as a steel manufacturing company producing ZINIUM®, a unified brand of Baja Lapis Aluminium Seng (BjLAS) - aluminum-zinc alloy coated steel. The product portfolio consists of two main categories: Massa Lapisan coatings (RUBY AS 70, EMERALD AS 100, SAPPHIRE AS 150, ALLNATT AS 200, DIVERSO EMERALD, DIVERSO SAPPHIRE) offering varying levels of corrosion protection, and Resin variants (JUARA BIRU, JUARA TITANIUM) providing additional protective coatings. The DIVERSO variants are innovative products designed specifically for extreme tropical weather conditions in Indonesia, while the standard ZINIUM® line serves general construction applications.

Differentiator

Problem solved

Functional benefit

Brands

• ZINIUM®: Innovative aluminium-zinc alloy coated steel (BjLAS) brand produced by PT Sunrise Steel. Composition: 55% aluminium, 42-45% zinc, and 1-1.5% silicon. Known for corrosion resistance and durability.

Products and services

• ZINIUM® RUBY (AS 70) Massa lapisan (coating) product variant under the ZINIUM® brand with AS 70 coating specification, providing the entry-level corrosion protection tier in the ZINIUM® product line. Sold through building material retailers for residential and commercial construction framing applications.
• ZINIUM® EMERALD (AS 100) Massa lapisan (coating) product variant under the ZINIUM® brand with AS 100 coating specification, providing mid-range corrosion resistance for construction applications. Sold through building material retailers across Indonesia.
• ZINIUM® SAPPHIRE (AS 150) Massa lapisan (coating) product variant under the ZINIUM® brand with AS 150 coating specification, providing enhanced corrosion resistance for demanding construction environments. Sold through building material retailers across Indonesia.
• ZINIUM® ALLNATT (AS 200) Massa lapisan (coating) product variant under the ZINIUM® brand with AS 200 coating specification, providing the highest standard corrosion resistance in the ZINIUM® product line for the most demanding construction environments. Sold through building material retailers across Indonesia.
• ZINIUM® DIVERSO EMERALD Innovative BjLAS product variant under the ZINIUM® brand designed for extreme tropical weather conditions in Indonesia, featuring asymmetric coating with a heavier top layer (100/60 gr/m2 or average 160 gr/m2) that provides performance equivalent to AZ 200 at a more economical price point.
• ZINIUM® DIVERSO SAPPHIRE Innovative BjLAS product variant under the ZINIUM® brand designed for extreme tropical weather conditions, with asymmetric coating delivering performance equivalent to ZINIUM Allnatt (AZ 200). Offers maximum corrosion protection in the DIVERSO range for the most demanding environments.
• ZINIUM® JUARA BIRU Resin-coated product variant under the ZINIUM® brand, providing an additional protective layer on top of the aluminum-zinc alloy coating for enhanced durability in harsh conditions. Sold through building material retailers across Indonesia.
• ZINIUM® JUARA TITANIUM Resin-coated product variant under the ZINIUM® brand with titanium specification, providing enhanced durability protection layer for the most demanding construction applications. Sold through building material retailers across Indonesia.

Quantifiable outcome

• DIVERSO products provide AZ 200 performance at more economical price point
• +1 more outcomes

Named customers3 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

Feature3 records

Partnerships

One partnership is on record.

• PT Krakatau SteelnotableStrategic or Co-development PartnerPT Krakatau Steel and PT Sunrise Steel signed a Long-term Supply Agreement, indicating a strategic partnership for steel materials supply chain collaboration.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Salzgitter AG: Salzgitter produces galvanized and zinc-aluminum coated flat products serving European construction and industrial markets. It is a niche direct competitor in aluminum-zinc coated steel with comparable metallurgical positioning to ZINIUM.

Direct peers

• BlueScope Steel: BlueScope is the global leader in coated steel, with ZINCALUME® (55% Al-Zn coating) and COLORBONE® branded products that directly mirror Sunrise's ZINIUM composition. They compete head-to-head in coated light-gauge framing for residential and commercial construction across Asia-Pacific.
• Tata Steel: Tata Steel is one of the largest producers of galvanized and zinc-aluminum coated flat steel in Asia, supplying construction and infrastructure markets globally. Their coated steel portfolio competes directly with ZINIUM in product format and end-use applications.
• POSCO: POSCO is a major producer of galvanized (GI) and Galvalume-type coated steel sheets used in construction and appliances. They serve global export markets including Southeast Asia, putting them in direct competition with Sunrise in coated flat steel.
• JSW Steel: JSW Steel is one of India's largest coated steel producers with branded galvanized and Galvalume products targeting construction and infrastructure. They compete on similar cost-competitive coated steel positioning to Sunrise in emerging Asia.

Regional players

• PT Gunung Steel Group: Gunung Steel is an Indonesian manufacturer of light steel sections and related construction steel products. They serve the same residential and commercial construction channels via building material stores throughout Indonesia.
• PT Steel Pipe Industry of Indonesia (SPINDO): SPINDO is a major Indonesian steel pipe and coated steel manufacturer serving the domestic construction market. As a local competitor using similar building material retail channels, it directly overlaps with Sunrise's Indonesian distribution footprint.

Broad incumbents

• PT Krakatau Steel: Indonesia's largest integrated steel producer and Sunrise's strategic supply partner. While Krakatau is primarily an upstream supplier, it also produces downstream coated and galvanized products, making it a broad comparable operating in the same Indonesian steel value chain.
• ArcelorMittal: ArcelorMittal is the world's largest steel producer with a broad coated products portfolio. While not a specialist in Indonesian light steel framing, its global scale and emerging-market presence make it an incumbent comparable in the broader coated flat steel category.
• Nippon Steel Corporation: Nippon Steel produces a broad range of coated steel products including zinc and aluminum-zinc coated sheets for construction and industrial markets. As a global incumbent with extensive R&D and distribution, it competes with Sunrise in any export market it enters.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sunrise.steel
• Facebookfacebook.com/Sunriseteel

Compliance3 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 Sunrise Steel