PT Inti Agri Resources

What PT Inti Agri Resources does

PT Inti Agri Resources Tbk (ticker IIKP on the Indonesian stock exchange) is the publicly listed parent of PT Inti Kapuas International, which operates the shelookRED Super Red Arowana breeding and distribution business founded in 2005. The company runs five breeding farms in and around Pontianak, West Kalimantan, with pond facilities engineered to replicate the natural Kapuas River habitat of Scleropages formosus (Super Red Arowana). Fish are produced through controlled captive breeding with genetic selection, microchipping, and individual CITES registration under two brand registrations (A-ID-519 for TreasuREDragon and A-ID-528 for shelookRED). The company is ISO 9001 and ISO 14001 certified.

The company's commercial offering combines the sale of captive-bred Super Red Arowana in sizes from 12cm to over 60cm with a portfolio of recurring services: weekly contract aquarium maintenance, on-call service visits, fish boarding (penitipan) during customer travel, and air-cargo delivery to 38 Indonesian cities with a live-arrival guarantee. Distribution operates through six proprietary Proshop retail outlets (including locations in Jakarta Puri and Jakarta Kelapa Gading), an international agency network covering Thailand (Bangkok), China, and the Philippines (Metro Manila), and brand showcase exhibits at SeaWorld Ancol and the Taman Akuarium Air Tawar at Taman Mini Indonesia Indah. The company also sells aquarium equipment, accessories, fish food, and vitamins through its Proshops and maintains a mobile app on Google Play.

The business model is a hybrid of premium one-time product sales (each fish is a CITES-regulated, individually microchipped asset) and recurring service revenue from the after-sales ecosystem. The primary customer segment is individual Indonesian Arowana hobbyists and collectors, with international agents serving cross-border demand in Southeast Asia and Greater China. Marketing is multi-channel, combining an owned multilingual website, Facebook and Instagram presence, mobile app, national television coverage, and educational partnerships designed to position Super Red Arowana as a national treasure. Pricing is not publicly disclosed and varies by fish grade (Super Red, Premium), size, and quality.

Name

PT Inti Agri Resources

Legal name

PT Inti Kapuas International

Website

https://shelookred.com

Company type

Public

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

PT Inti Agri Resources Tbk (IIKP) operates PT Inti Kapuas International, which breeds and distributes CITES-registered captive-bred Super Red Arowana under the shelookRED and TreasuREDragon brands. It sells fish and after-sales services (maintenance, boarding, shipping) through six Proshops in Indonesia and international agents in Thailand, China, and the Philippines.

Ownership category

akta.pro rank

Headquarters

HQ city

Kembangan

HQ country

Indonesia

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Arowana Fish Sales: Direct retail sales of Super Red Arowana fish in various sizes (12cm to over 60cm) through proprietary Proshop retail stores and international agent networks. Each fish is sold with microchip, CITES certificate, and official documentation.
2. Service & Care: After-sales services including contract maintenance (weekly aquarium and arowana care), on-call service visits, fish boarding (penitipan), and fish shipping/delivery across Indonesia. Delivery covers 38 cities via air cargo with live-arrival guarantee.
3. Aquarium and Accessories: Sales of aquarium equipment, accessories, fish food, vitamins, and related supplies through Proshop retail locations.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

PT Inti Agri Resources (via its operating subsidiary PT Inti Kapuas International) breeds, raises, and distributes captive-bred Super Red Arowana fish under the shelookRED and TreasuREDragon brands, sold through its network of branded Proshop retail stores across Indonesia and via authorized international agents. Each fish is microchipped, CITES-registered, and accompanied by an official certificate. The company also sells aquarium equipment and provides an after-sales service ecosystem including contract maintenance, on-call care, fish boarding, and live-fish shipping to 38 Indonesian cities.

Product overview

shelookRED is an exclusive brand of PT Inti Kapuas International (PT Inti Agri Resources) that operates as a Super Red Arowana breeding and distribution company in Indonesia. The core product is the Super Red Arowana fish, bred at farms in Kalimantan Barat and sold through six ProShop retail locations across Indonesia and international agents. The company offers a portfolio of services including contract and on-call fish maintenance (Jasa Service & Care), fish boarding (Jasa Penitipan), and fish shipping with live arrival guarantees. Additional offerings include aquarium products and the 2023 Digital Certificate system for fish documentation. The company holds CITES registration and maintains ISO 9001 & 14001 certifications.

Differentiator

Problem solved

Functional benefit

Brands

• shelookRED: Exclusive trademark brand for Super Red Arowana fish, meaning 'she looks red' describing the beautiful red hue of the fish. The word 'Shelook' is derived from 'siluk', the local Kalimantan term for arowana.
• TreasuREDragon

Products and services

• shelookRED Super Red Arowana Captive-bred Super Red Arowana (Scleropages formosus) raised at breeding farms in Pontianak, West Kalimantan, sold with microchip, CITES certificate, and official documentation. Available in multiple sizes (12cm to 60cm+) and grades (SR and Premium) through Proshops and international agents, targeting individual hobbyists and collectors.
• Aquarium Products and Accessories Aquarium equipment and accessories sold through Proshop retail locations, including UV lamps, top and canister filters, filter media, thermometers, AC/DC aerators, heaters, fish salt, power heads, and aeration stones. Targeted at Arowana hobbyists needing to set up and maintain Arowana aquariums.
• Jasa Service & Care (Contract Maintenance)
• Perawatan On Call (On-Call Service)
• Jasa Penitipan Arowana (Fish Boarding)
• Pengiriman Ikan (Fish Shipping and Delivery)

Quantifiable outcome

• Every Arowana sold is CITES registered, microchipped, and accompanied by official certificate

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

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

• Taman Mini Indonesia Indah (TMII)coreStrategic or Co-development Partner · 2 August 2019shelookRED entered a cooperation with Taman Mini Indonesia Indah (TMII) on August 2, 2019 to add Super Red Arowana collections to the Taman Akuarium Air Tawar (Freshwater Aquarium Park). This 5,500 square meter facility is the second largest and most complete freshwater biota aquarium in the world and the largest in Asia, housing 6,000 fish from 126 species. The shelookRED Arowana addition serves as an educational medium for TMII visitors about Indonesian natural heritage.
• Trans 7 (Dunia Binatang Program)minorGTM or Marketing Partner · 26 July 2017Trans 7 national television conducted coverage at PT Inti Kapuas International's Super Red Arowana farm in West Kalimantan on July 26, 2017 for the 'Dunia Binatang' (Animal World) program. The segment provided educational content about Super Red Arowana as a government-protected species and Indonesian natural heritage, documenting the complete farm process including fish harvesting, aquarium care, and feeding.
• SeaWorld Ancol (PT Taman Impian Jaya Ancol)flagshipStrategic or Co-development Partner · 17 July 2015shelookRED officially partners with SeaWorld Ancol (operated by PT Taman Impian Jaya Ancol) to display Super Red Arowana in a 3-meter community tank featuring 31-35cm quality fish. This partnership serves as an educational exhibit showcasing Arowana as a 'national treasure' and one of Indonesia's most expensive native protected fish species. The exhibit opened on July 17-18, 2015 (Eid al-Fitr 1436H) and has since been a key brand visibility platform.
• Various Indonesian Universities (IKJ, IPB, UNAS)minorStrategic or Co-development Partner · 23 August 2008shelookRED partnered with Indonesian universities IKJ (Institut Kesenian Jakarta), IPB (Institut Pertanian Bogor), and UNAS (Universitas Nasional) at the 'Rona Pesona Arowana' book launch event on August 23, 2008. Books were presented to campus representatives as part of outreach to promote Arowana appreciation among students and academia.
• Ferry Salim (Arowana Ambassador 2008)minorOthers · 23 August 2008Actor Ferry Salim served as the 2008 Arowana Ambassador for shelookRED, sharing his experiences visiting the shelookRED breeding facility in Pontianak, West Kalimantan, and promoting the Arowana conservation message at public events.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Hikari (Kamihata Fish Industries): Japan-based premium ornamental and aquacultural fish-food manufacturer. Connected to shelookRED through the shared Arowana hobbyist customer base and the company's aquarium-accessories offering, but is an enabling supplier rather than a direct competitor.
• Aqua Design Amano (ADA): Premium Japanese aquascaping brand and aquarium-equipment manufacturer. Comparable as a high-end brand serving the same premium aquarium-hobby segment that buys shelookRED Arowana, but does not breed live fish and is not a competitor on the core Arowana product.

Broad incumbents

• Spectrum Brands Holdings (Tetra): Large US-listed consumer-products company with a Tetra-branded aquarium portfolio (fish food, equipment, care). Comparable to shelookRED on the aquarium-supplies side of the business but operates at mass-market scale rather than as a specialist breeder of premium live specimens.
• Mars Fishcare (API / AQUARIUM PHARMACEUTICALS): Global aquarium care-products manufacturer (water conditioners, medications, test kits) owned by Mars, Inc. Overlaps with shelookRED's aquarium-and-accessories revenue stream and the broader hobbyist ecosystem that drives Arowana demand, but does not breed live fish.

Direct peers

• Qian Hu Corporation Limited: SGX-listed ornamental fish breeder, distributor, and retailer with a tropical-fish portfolio that includes Asian Arowana, plus aquarium accessories and a multi-country distribution footprint. It is the most directly comparable listed ornamental-fish peer to shelookRED's breeding-to-retail model.
• Tropical Fish International (TFI): US-based importer and distributor of ornamental freshwater fish, including Asian Arowana. Shares the CITES-documented, certified-genetics, breeder-to-hobbyist business model that defines shelookRED, though at a smaller and US-focused scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shelookred.arowana
• Instagraminstagram.com/shelookred

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 PT Inti Agri Resources