PT Midi Utama Indonesia, Tbk

What PT Midi Utama Indonesia, Tbk does

PT Midi Utama Indonesia, Tbk (IDX: MIDI), founded in 2007 and headquartered at Alfa Tower, Tangerang, Banten, operates one of Indonesia's largest minimarket and supermarket chains under the Alfamidi brand. As of end-2025 the company runs 2,587 stores (2,503 Alfamidi minimarkets, 80 Alfamidi Super supermarkets with sales areas above 500 sqm, and 4 Midi Fresh fresh-produce stores) across Java, Kalimantan, Sumatra, Sulawesi, Maluku, and Papua, supported by regional offices in Jakarta, Medan, and Makassar and distribution centers in each region. The company is majority-owned by PT Sumber Alfaria Trijaya Tbk (AMRT, parent of the Alfamart chain) and employs more than 30,000 people across stores, warehouses, and headquarters.

The business generates revenue primarily through direct retail sales of consumer goods, house-brand and private-label products, and secondarily through franchise fees, SME (UMKM) tenant rental income within store parking areas, and supplier relationships managed via the B2B portal (b2b.alfamidiku.com). Customer-facing technology is limited to a Ponta Alfamidi loyalty card, standard electronic payment terminals (ISO 27001:2013 certified for information security), and a point-of-sale small-change donation system; energy-efficient solar panel (PLTS) installations are deployed at selected stores. Multi-format expansion (Alfamidi Super, Midi Fresh) and the Alfamidi Class vocational-education partnership with the Ministry of Education round out a capital-light growth model layered on top of the core retail network.

Operationally, the company pursues a multi-channel marketing approach combining its corporate website, Facebook, Instagram, and LINE social channels, loyalty engagement through Ponta Alfamidi, and an extensive CSR agenda (consumer donations managed via LAZISMU, Lazisnu, IDF-MUI, Mizan Amanah, BMCI, and BMM; tree planting; environmental programs). In 2025 MIDI divested its Lawson convenience-store subsidiary (PT Lancar Wiguna Sejahtera, established 2018) to refocus on its domestic formats.

Name

PT Midi Utama Indonesia, Tbk

Legal name

PT Midi Utama Indonesia, Tbk

Website

https://alfamidiku.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

PT Midi Utama Indonesia, Tbk (IDX: MIDI) operates a chain of 2,587 Alfamidi, Alfamidi Super, and Midi Fresh minimarkets and supermarkets across Indonesia, serving middle-class consumers with daily goods, house brands, and Ponta loyalty benefits, and is majority-owned by PT Sumber Alfaria Trijaya Tbk (Alfamart).

Ownership category

akta.pro rank

Headquarters

HQ city

Tangerang, Banten

HQ country

Indonesia

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Revenue generated from direct sales of goods through Alfamidi minimarket, Alfamidi Super supermarket, and Midi Fresh format stores across Indonesia. Sales include house brand and private label products.
2. Franchise Fees: Alfamidi operates a franchise model (waralaba) allowing third parties to open Alfamidi stores under the brand. Revenue includes location rental for tenants and franchise fees.
3. B2B Supplier Platform: B2B portal (b2b.alfamidiku.com) for suppliers to view invoices and purchase orders. Revenue derived from supplier transactions and relationships.
4. Tenant Rental (Gerai): Alfamidi provides rental space within store parking areas for SME tenants (UMKM) to sell products, generating rental income.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

PT Midi Utama Indonesia, Tbk operates a multi-format retail chain under the Alfamidi brand in Indonesia, comprising Alfamidi minimarkets, Alfamidi Super supermarkets (>500 sqm) and Midi Fresh fresh-produce stores. The company sells groceries, household necessities, house-brand/private-label items and more than 300 local UMKM products directly to middle-class consumers, supplemented by franchise, loyalty (Ponta Alfamidi), tenant (SME) and B2B supplier services.

Product overview

PT Midi Utama Indonesia, Tbk operates a network of retail stores under the Alfamidi brand, comprising three store formats: Alfamidi (minimarket), Alfamidi super (supermarket), and Midi fresh (fresh format). The company also provides vocational education programs through Alfamidi Class and Teaching Factory partnerships with SMK schools, and offers a B2B supplier portal and loyalty card program (Kartu Member Alfamidi with PONTA integration). The retail network spans Java, Kalimantan, Sumatra, Sulawesi, and Maluku with 2,587 total stores as of 2025, supported by over 30,000 employees.

Differentiator

Problem solved

Functional benefit

Brands

• House Brand & Private Label (HBPL): Private label products sold under the Alfamidi brand, including Alfamidi Gula Pasir Lokal, Alfamidi Facial Tissue, and various HBPL items promoted during special sales events.
• Alfamidi Class
• Alfamidi Super
• Midi Fresh
• Kampung Merdeka Alfamidi

Products and services

• Alfamidi Minimarket Minimarket-format retail stores selling groceries, household necessities, house-brand/private-label items and more than 300 UMKM SME products to middle-class Indonesian consumers, with strategically located outlets and adequate parking.
• Alfamidi Super Supermarket-format stores with sales area exceeding 500 sqm, offering a comprehensive assortment and competitive pricing strategy for middle-class consumers.
• Midi Fresh Fresh-produce-focused retail stores offering fresh food and grocery items to consumers in select locations.
• Alfamidi Franchise (Waralaba) Franchise program enabling third parties to operate Alfamidi stores under the brand, with brand support, supply chain access, training and operational guidelines, including rental locations for franchisees.
• UMKM Tenant Spaces (Gerai UMKM) Rental spaces within Alfamidi store parking areas for SME (UMKM) tenants to sell their products, generating rental income and providing local products shelf space; more than 300 UMKM products are sold across the network.
• Kartu Member Alfamidi (PONTA Alfamidi) Customer loyalty membership card program integrated with the PONTA loyalty system, providing shopping convenience, points, birthday treats, personalized promotions and exclusive discounts for members.
• Alfamidi Class Vocational education program for SMK (vocational high school) students providing retail curriculum and practical training to prepare students for retail careers, with graduates receiving priority employment at Alfamidi without requiring tests.
• Teaching Factory Retail laboratory facility designed to resemble an actual Alfamidi store, donated to selected SMK schools to enable students to practice retail operations and procedures.
• B2B Supplier Portal B2B online portal (b2b.alfamidiku.com) for suppliers to view invoices, manage purchase orders and handle transactions with Alfamidi, accessible via login credentials issued by Customer Service.

Quantifiable outcome

• Revenue of Rp 15.62 trillion in 2022, up 15.01% from Rp 13.58 trillion in 2021
• +4 more outcomes

Named customers2 records

Segments4 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

19 partnerships are on record, tiered core and minor.

• SMKN 1 Leuwiliang (Kabupaten Bogor)coreStrategic or Co-development Partner · 30 May 2024Alfamidi Class and Teaching Factory inaugurated at SMKN 1 Leuwiliang, Jawa Barat in May 2024. Collaboration with Yayasan Pendidikan Astra Michael D Ruslim to establish retail education labs.
• Danone Specialized Nutrition Indonesia (Bebelac)minorGTM or Marketing Partner · 1 January 2021Collaboration for the '1,000 Parcel Hebat Kebaikan Bebelac' Ramadan program. 1,000 food parcels worth Rp 300,000 each distributed across 13 provinces. Parcel contents include basic food and Bebelac products for children over 1 year.
• PT Lancar Wiguna Sejahtera (Lawson)minorStrategic or Co-development Partner · 1 January 2018Subsidiary established in 2018 to operate the Lawson convenience store network in Indonesia. In 2025, MIDI divested its entire stake in PT Lancar Wiguna Sejahtera, ending the Lawson operation.
• Yayasan Lembaga Amil Zakat, Infaq dan Shodakoh Nadlatul Ulama (Lazisnu / NU-Care Lazisnu)minorOthers · 1 January 2018Charitable foundation managing Alfamidi consumer donation program. Lazisnu received Rp 822.6 million in August 2018 donations. Partnership activities include mass circumcision (khitanan massal), food packages for underprivileged, and disaster relief.
• Kementerian Pendidikan (Ministry of Education)coreStrategic or Co-development PartnerGovernment partnership through Dinas Pendidikan for the Alfamidi Class vocational education program and Teaching Factory labs in SMK schools. Includes curriculum development and certification aligned with national education standards.
• SMKN 20 JakartacoreStrategic or Co-development PartnerFirst Alfamidi Class and Teaching Factory inaugurated at SMKN 20 Jakarta in September 2018. Program provides retail curriculum for marketing students and practice in a mock Alfamidi store.
• Badan Kependudukan dan Keluarga Berencana Nasional (BKKBN)minorStrategic or Co-development PartnerPartnership for stunting prevention programs. BKKBN recommends beneficiaries for Alfamidi's egg and nutrition distribution programs in stunting-affected areas.
• British Standard Institution (BSI) IndonesiacoreTechnology or IntegrationBSI conducted the ISO 27001:2013 certification audit in March 2021, awarding MIDI the certification for information security management systems.
• Lembaga Amil Zakat Infaq Shodaqoh Muhammadiyah (LAZISMU)minorOthersCharitable foundation managing consumer donation funds. Received Rp 3.08 billion in 2020 and Rp 1.62 billion (Nov-Dec 2021) from Alfamidi customer donations. Activities include mosque construction, business capital, food packages, scholarships.
• Islamic Development Fund - Majelis Ulama Indonesia (IDF-MUI)minorOthersCharitable foundation managing consumer donations. Received Rp 2.11 billion in 2020. Activities include 90 carts for COVID-19 affected communities, 300 handwashing facilities, food packages, scholarships.
• Mizan AmanahminorOthersCharitable foundation managing Alfamidi consumer donations. Received Rp 1.96 billion in 2020 and managed Jan-Mar 2021 donations. Activities include mosque construction, 16 containers for affected communities, 1,500 food packages, earthquake and flood relief.
• Bahrul Maghfiroh Cinta Indonesia (BMCI)minorOthersCharitable foundation managing Alfamidi consumer donations for Apr-Jun 2021 period (Rp 2.53 billion). Activities include 80 carts and 40 business facilities, 1,200 food packages, education and social assistance.
• Baitulmaal Muamalat (BMM)minorOthersCharitable foundation managing Alfamidi consumer donations Sep-Oct 2021 (Rp 1.56 billion). Provides assistance to COVID-19 affected communities.
• Bank Sampah SakuraminorStrategic or Co-development PartnerCommunity waste bank supported by Alfamidi through the Kampung Merdeka Green Visit program. Collaboration recognized by BPKP DKI Jakarta for waste management and community training.
• Universitas Negeri Makassar (UNM)minorStrategic or Co-development PartnerAcademic partnership for stunting prevention program research. UNM monitors growth of children receiving Alfamidi nutrition assistance in Jeneponto, South Sulawesi.
• Japan International Cooperation Agency (JICA)minorStrategic or Co-development PartnerJICA supported Indonesian fruit farmers in Depok area through training on planting and harvesting, resulting in quality produce sold at Alfamidi stores. Partnership connected through Ministry of Agriculture.
• Kementerian Pertanian RI (Ministry of Agriculture)minorStrategic or Co-development PartnerPartnership for local fruit bazaar promotion. Ministry officials attended Alfamidi Super events to promote local produce. Alfamidi supports local farmers by providing market access in modern retail network.
• Bank Sampah BarugaminorStrategic or Co-development PartnerWaste bank collaborating with Alfamidi for Ecobrick training and waste management programs in Palopo, South Sulawesi.
• Dinas Lingkungan Hidup dan Kehutanan (Regional Environmental Agencies)minorStrategic or Co-development PartnerCollaboration with regional environmental agencies across Indonesia for tree planting, mangrove restoration, and river cleaning activities as part of CSR environmental programs.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• PT Indomarco Prismatama (Indomaret): Operates the largest minimarket network in Indonesia with thousands of stores across the country. Direct head-to-head competitor to Alfamidi in same product category, target market (middle-class Indonesian consumers), and store format (minimarket/convenience).
• Circle K Indonesia: Operates convenience stores across major Indonesian urban centers. Direct competitor in the convenience store category with similar format and product mix targeting middle-class consumers.
• 7-Eleven Indonesia: Operates franchised convenience stores in major Indonesian cities. Direct competitor in the convenience retail format targeting urban consumers with grab-and-go food and beverages.
• Lawson Indonesia (PT Lancar Wiguna Sejahtera): Japanese convenience store chain that was previously a wholly-owned subsidiary of MIDI (2018-2025) before divestiture. Direct competitor in convenience store segment, operating in similar Indonesian urban corridors.
• FamilyMart Indonesia: Japanese-origin convenience store chain operating in Indonesia, focused on urban locations with prepared foods and beverages. Direct competitor in convenience format serving overlapping consumer segments.

Broad incumbents

• PT Hero Supermarket: Operates premium supermarkets (Hero, Giant) and health/beauty stores across Indonesia. Broader modern retail incumbent with overlapping grocery categories but more premium positioning than Alfamidi.
• PT Sumber Alfaria Trijaya Tbk (Alfamart): Parent company and majority shareholder of MIDI; operates a much larger minimarket chain (>15,000 stores) under the Alfamart brand across Indonesia. Same retail category but at significantly larger scale; provides shared procurement and distribution benefits to MIDI.
• PT Trans Retail (Transmart): Operates Transmart hypermarkets and electronic retail outlets across Indonesia. Larger-format supermarket/hypermarket competitor with broader assortment but different store format than Alfamidi minimarkets.
• PT Matahari Putra Prima (Hypermart): Operates the Hypermart hypermarket chain and Matahari department stores across Indonesia. Broader incumbent in modern retail with overlapping grocery assortment but at larger store formats than Alfamidi's minimarkets.
• PT Lion Super Indo (Super Indo): Joint venture operating supermarket chain across Indonesia. Broader modern retail competitor with similar grocery assortment targeting middle-to-upper class consumers, but at larger store format than Alfamidi minimarkets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/alfamidiku
• Instagraminstagram.com/alfamidi_ku
• LinkedInlinkedin.com/company/pt-midi-utama-indonesia-tbk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Subsidiaries2 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 PT Midi Utama Indonesia, Tbk