Sutindo Group

What Sutindo Group does

Sutindo Group is an Indonesian metal-products and building-materials distribution company headquartered in Surabaya, East Java, founded in the early 1970s by Mr. Nanang Sutiono. The group operates through a parent holding entity (PT Sutindo Anugerah Sejahtera) and a network of twelve wholly-owned subsidiaries covering carbon steel, stainless steel (grades 201/304/316), non-ferrous metals, building materials, engineering plastics, polyurethane systems, sanitary ware (own brands AER and AIR, in market since 1997), paint (Vendopaint), and aluminium extrusion (via PT Arlindo Anugerah Sejahtera since 2011). Itself describes as the "leading provider and largest distribution channel of metal products" in Indonesia, with offices and warehouses in 13+ cities including Surabaya, Jakarta, Semarang, Balikpapan, Samarinda, Malang, Sorong, and Nabire, and over 10,000 SKUs.

Name

Sutindo Group

Legal name

Sutindo Anugerah Sejahtera

Website

https://sutindo.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

251–500 employees

Short description

Sutindo Group is an Indonesian metal and building-materials distributor headquartered in Surabaya, founded in 1970 by Mr. Nanang Sutiono, serving construction, manufacturing, and dealer customers across 13+ Indonesian cities with 10,000+ SKUs and proprietary brands AER, AIR, and Vendopaint.

Ownership category

akta.pro rank

Headquarters

HQ city

Surabaya

HQ country

Indonesia

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Distribution and Sales: Revenue generated through distribution and sales of metal products (stainless steel, carbon steel, non-ferrous), building materials, engineering plastics, polyurethane systems, sanitary ware, paint, and chemicals. One-time transaction model with competitive pricing based on world market prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sutindo Group distributes metal products (carbon steel, stainless steel, non-ferrous), building materials, sanitary ware under AER and AIR brands, chemicals and polyurethane systems, paint under the Vendopaint brand, plastic engineering materials, and aluminium extrusion products across Indonesia. Products are sold through direct sales offices, warehouses, an online store, and marketplace channels to construction firms, manufacturers, distributors, and individual buyers.

Product overview

Sutindo Group is a distribution company offering a diversified portfolio of metal products and building materials across multiple product divisions. The company operates a multi-category business model encompassing Carbon Steel, Stainless Steel (in grades 201, 304, 316), Non-Ferrous metals, Sanitary Ware (with own brands AER and AIR established since 1997), Chemicals/Polyurethane, Paint (Vendopaint brand), Building Materials, Plastic Engineering, and Aluminium Extrusion (via PT Arlindo Anugerah Sejahtera since 2011). The company also provides supporting services including Export/Import, Project Procurement, and Coil Center operations. Products are distributed through an e-commerce platform (store.sutindo.com) and Tokopedia marketplace presence. The portfolio includes over 10,000 products serving customers across construction, manufacturing, and industrial sectors throughout Indonesia.

Differentiator

Problem solved

Functional benefit

Brands

• AER: Sanitary ware brand established since 1997, offering over 20 years of products in the Indonesian sanitary market including kitchen faucets, bathroom fixtures, and related products.
• AIR
• Vendopaint

Products and services

• Carbon Steel Distribution of carbon steel products including steel bars, plates, pipes, H-beams, and structural steel for building construction and industrial applications. Targeted at construction contractors and manufacturers across Indonesia.
• Stainless Steel Stainless steel products in grades 201, 304, and 316 including bars, plates, pipes, fittings, and specialty products, valued for durability, scratch, fire, heat, and corrosion resistance. Sold to construction, manufacturing, and industrial buyers.
• Non-Ferrous Metals Non-ferrous metal products including aluminium, copper, brass, and other non-iron metals with rust and corrosion resistance for various industries. Distributed to industrial buyers across Indonesia.
• Sanitary Ware (AER and AIR brands) Own-brand sanitary ware products including kitchen faucets, bathroom faucets, showers, and bathroom fixtures sold under the AER and AIR brands, serving the Indonesian sanitary market through construction, retail, and project channels.
• Chemicals and Polyurethane Systems Polyurethane system products and chemicals supplied via PT Sutindo Chemical Indonesia, providing tensile, compression, and tear strength with impact and abrasion resistance for industrial buyers.
• Vendopaint Paints and Coatings Manufacture and distribution of paints and coating products under the Vendopaint brand, including zinchromate and other coatings, for construction, industrial, and consumer use.
• Building Materials Wide range of building material products for construction works and buildings, including electrical cables (Jembo, Eterna), aluminium extrusion products, packaging tapes (Pepaco), and general construction materials for B2B and retail customers.
• Plastic Engineering One-stop supply of plastic semi-finished products for industrial buyers, with accompanying cutting, packaging, and shipping services through Sutindo's distribution network.
• Aluminium Extrusion Aluminium extrusion products including hollow profiles, shop fronts, and aluminium sheets, supplied by subsidiary PT Arlindo Anugerah Sejahtera to construction and industrial buyers.
• Coil Center Processing Steel coil processing and distribution service offered as part of Sutindo's portfolio, supplying processed coil products to industrial and construction customers.
• Export / Import Services International trade services for metal products and building materials, supporting cross-border sourcing and distribution through Sutindo's subsidiaries.
• Project Procurement Services Project procurement services delivered through PT Sutindo Project Indonesia, providing consolidated sourcing of metal products and building materials for construction and industrial projects.
• Sutindo Official Online Store WooCommerce-based e-commerce storefront at store.sutindo.com offering products across all Sutindo divisions with publicly listed unit pricing and online purchasing capability for retail customers and small businesses.

Quantifiable outcome

• One-stop solution for over 10,000 metal and building material products
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NS BlueScope Indonesia: Indonesia subsidiary of BlueScope Steel, distributing coated and painted steel products for construction. Comparable as an established branded steel supplier competing in Sutindo's core construction channel.
• Krakatau Steel (PT Krakatau Steel Tbk): Indonesia's largest integrated steel producer and a state-owned enterprise. While primarily a mill rather than a distributor, Krakatau Steel is a critical comparable in Indonesia's metal supply chain and overlaps materially with Sutindo's customer base.
• PT Gunung Raja Paksi: One of Indonesia's largest privately-held steel producers, supplying hot-rolled coil, plate, and structural steel to construction and manufacturing. Comparable supply-side scale and customer overlap with Sutindo's distribution volumes.
• Tata Steel (Tata Steel Limited): Global steel producer with Indian and Southeast Asian distribution operations. Comparable as a large-scale steel producer-distributor operating in adjacent geographies with overlapping product categories.

Regional players

• BRC Asia Limited: Singapore-listed steel reinforcement and construction materials distributor with Southeast Asian operations. Comparable business model and product mix (rebar, mesh, construction steel), operating in adjacent ASEAN markets.

Direct peers

• Gunung Steel Group: Indonesian steel and metal product distributor with a multi-product portfolio and broad B2B customer base across construction and manufacturing — directly comparable in scale, geography, and category to Sutindo's metal distribution business.
• PT Tatalogam Lestari: Indonesian manufacturer and distributor of metal roofing, steel framing, and building material systems. Directly comparable to Sutindo's carbon steel and building materials divisions in product type and customer segment.
• PT Steel Pipe Industry of Indonesia (SPINDO): Indonesian steel pipe and steel products manufacturer-distributor selling direct and through distribution. Directly comparable in product overlap (pipes, structural steel) and Indonesia-centric customer base.
• PT Cakra Steel (Cakramedia): Indonesian steel and metal products distributor serving construction and industrial customers with a similar multi-product, multi-location distribution model to Sutindo.
• PT Indal Steel Industry (Alumindo): Indonesian aluminium and steel products manufacturer-distributor with a multi-product portfolio serving construction, infrastructure, and industrial customers — directly comparable in product breadth and Indonesian geographic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pt-sutindo-anugerah-sejahtera
• Instagraminstagram.com/sutindorecruitmentcenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries12 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 Sutindo Group