Hotto
Hotto is an Indonesian health beverage company that manufactures and sells three multigrain drink SKUs (Purto, Cocoa, Mame) targeting digestive health, GERD management, and weight management, distributed via official distributors, retail chains, e-commerce, and the CHOTTO community across Indonesia.
- Company typePrivate
- Founded2022
- HeadquartersTangerang, Indonesia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hotto does
Hotto is an Indonesian health and wellness beverage company that manufactures and markets a portfolio of multigrain drink products under its own brand, targeting digestive health, GERD and acid-reflux management, weight management, and active-lifestyle nutrition. Its portfolio comprises three core SKUs: Hotto Purto, a 15-multigrain drink with purple sweet potato providing 20% of daily fiber; Hotto Cocoa, a 15-multigrain dark-cacao drink delivering up to 25% of daily fiber; and Hotto Mame, a 15-multigrain drink with edamame and whey protein isolate delivering 15% of daily protein. The formulation platform combines oat beta-glucan, edamame, whey protein isolate, and various functional ingredients (prebiotics, 11 vitamins, 8 minerals), and is produced under BPOM, Halal (MUI), HACCP, and GMP certifications.
The company's underlying technology is a proprietary multigrain formulation (15 grain, seed and functional-ingredient types) engineered to specific nutritional outcomes per serving — 130 kcal per serving for Hotto Purto, and quantified daily fiber and protein percentages across the range — rather than a digital or AI platform. Hotto commercializes through a multi-channel Indonesian distribution model: an official distributor network, premium and mass retail partnerships (Growell, Foodhall, Astro Indonesia), health-focused e-commerce (Halodoc), the Shopee marketplace (store: secangkirhotto), and WhatsApp-based direct sales. Brand and demand generation are driven by an educational blog, social media channels (Instagram, TikTok, YouTube, X), the CHOTTO community with challenge programs such as the puasa challenge, customer testimonials, and a brand-ambassador relationship with Indonesian celebrity Indro WARKOP.
Revenue mechanics are based on unit-pricing of sachet-packaged functional beverages sold via distributors and marketplaces (specific pricing is not publicly disclosed), with monetization entirely on a transactional, one-time-purchase basis. Customer acquisition is a hybrid of community-led, direct-to-consumer, and channel-partner motions, and the company claims a cumulative user base of 1,000,000+ consumers and 100,000+ reviews. The corporate entity is privately held and domiciled in Indonesia, with no disclosed funding rounds, investors, subsidiaries, or leadership team beyond a founder reference.
Hotto firmographics
Firmographics- Name
- Hotto
- Legal name
- Hotto
- Website
- https://hotto.co.id
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Hotto is an Indonesian health beverage company that manufactures and sells three multigrain drink SKUs (Purto, Cocoa, Mame) targeting digestive health, GERD management, and weight management, distributed via official distributors, retail chains, e-commerce, and the CHOTTO community across Indonesia.
- Ownership category
- akta.pro rank
Hotto industry classification
Industry- Product category
- Functional Beverages
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)
- akta.pro secondary industries
- Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN), Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK)
Keywords
Where Hotto is headquartered
LocationHeadquarters
- HQ city
- Tangerang
- HQ country
- Indonesia
- HQ region
- Asia
Markets served
Hotto business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Product Sales - Hotto Purto: Sale of multigrain beverages with purple sweet potato targeting digestive health and GERD/acid reflux management. Sold through distributors, retail partners, and e-commerce marketplace.
- Product Sales - Hotto Cocoa: Multigrain chocolate-flavored beverage with dark cacao targeting active lifestyle consumers. Contains 25% daily fiber requirement.
- Product Sales - Hotto Mame: Multigrain protein beverage with edamame and whey protein isolate targeting fitness and weight management consumers. Meets 15% daily protein intake.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hotto Purto - Multigrain with Purple Sweet Potato |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels9 records
Hotto product offering
Product offeringCore offering
Hotto manufactures and sells multigrain-based health beverages — Hotto Purto (with purple sweet potato/ubi ungu), Hotto Cocoa (with dark cacao), and Hotto Mame (with edamame protein) — in single-serve sachet format. The products are positioned for digestive health, GERD/acid reflux management, weight management, and daily nutritional supplementation for Indonesian consumers.
Product overview
Hotto is a health beverage brand offering a portfolio of three multigrain drink products: Hotto Purto (with purple sweet potato, 20% daily fiber), Hotto Cocoa (dark chocolate flavor, 25% daily fiber), and Hotto Mame (with edamame, 15% daily protein). All products are plant-based, made from natural ingredients including 15 types of multigrain, oat beta-glucan, and various functional ingredients. The products are positioned as convenient nutritional supplements targeting digestive health, GERD/acid reflux management, weight management, and overall wellness. They are distributed through official distributors, marketplaces (Shopee), retail stores, and the Halodoc platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Hotto Purto
Quantifiable outcome
- 1,000,000+ users have tried the product with 8 out of 10 consumers feeling benefits
- +2 more outcomes
Companies that use Hotto
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles2 records
Hotto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Hotto partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- GrowellminorRetail distribution partner for physical store presence in Indonesia. Growell is listed among partner retailers on Hotto's website.
- FoodhallminorPremium supermarket chain partnership for retail distribution in Indonesia. Listed as available retail partner on Hotto website.
- Astro IndonesiaminorRetail distribution partner through Astro Indonesia stores in Indonesia.
- HalodocminorHealth-focused e-commerce platform partnership targeting health-conscious consumers in Indonesia.
- Shopee - secangkirhottocoreMarketplace partnership for e-commerce sales. Shopee store (secangkirhotto) is primary online sales channel alongside official distributors.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Hotto competitors and assessment
Company assessmentDirect peers
- Cimory: Indonesian functional dairy and beverage brand offering yogurt drinks, UHT milk, and healthy snacks across modern retail and e-commerce. Directly comparable as an Indonesian mass-market functional beverage targeting health-conscious consumers with sachet/RTD formats.
- Tropicana Slim: Indonesian health-focused CPG brand offering sugar-free, low-calorie beverages and sweeteners targeting diabetic and weight-conscious consumers. Closely comparable as a functional Indonesian beverage positioned around health/wellness outcomes with similar sachet/retail distribution.
- Hydro Coco: Indonesian coconut water and healthy beverage brand sold through modern retail and distributors across Indonesia. Directly comparable as a domestic Indonesian healthy beverage brand with similar sachet/bottle format and mass-market retail distribution.
Broad incumbents
- Indofood CBP: Indonesia's largest CPG conglomerate with beverage, snack, and noodle brands across Southeast Asia. Comparable as an Indonesian CPG incumbent with overwhelming distribution scale that dwarfs Hotto's footprint.
- Kalbe Consumer Health: Indonesia's largest pharmaceutical and consumer health group with nutrition and beverage brands (e.g., Extra Joss, Fatigon). Comparable as an Indonesian incumbent with regulatory infrastructure and broad distribution that Hotto would compete against.
- Mayora Indah: Indonesian CPG manufacturer of beverages, biscuits, and confectionery with extensive modern trade distribution. Comparable as an established Indonesian packaged beverage CPG with overlapping retail channels (Foodhall, Indomaret) and sachet formats.
- Nutrifood: Indonesian nutrition company behind brands like Tropicana Slim, HiLo, and Nutrifood. Comparable as an established Indonesian functional nutrition manufacturer with overlapping beverage categories and broader portfolio scale.
Emerging players
- Lemonilo: Indonesian health brand offering healthier instant noodles, snacks, and beverages targeting young health-conscious consumers. Comparable as a digitally-led Indonesian health/wellness CPG brand with similar millennial/Gen-Z consumer focus.
- Kefir King: Indonesian drinkable kefir/probiotic yogurt brand targeting gut-health consumers through retail and e-commerce. Comparable as a niche Indonesian functional beverage with gut-health positioning overlapping Hotto's digestive health messaging.
- Huel: Global plant-based nutritional meal replacement brand offering powdered functional drinks with multigrain/protein formulations. Comparable as a meal-replacement positioning peer with similar multigrain/protein functional proposition, though serving global vs. Indonesian market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hotto social profiles
Digital presenceHotto compliance and trust
Trust signalCompliance4 records
Hotto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hotto leadership team
Management profileNumber of profiles
Hotto funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hotto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hotto
What does Hotto do?
Hotto manufactures and sells multigrain-based health beverages — Hotto Purto (with purple sweet potato/ubi ungu), Hotto Cocoa (with dark cacao), and Hotto Mame (with edamame protein) — in single-serve sachet format. The products are positioned for digestive health, GERD/acid reflux management, weight management, and daily nutritional supplementation for Indonesian consumers.
Is Hotto a public or private company?
Hotto is a private company. It is classified as unknown and is currently operating.
When was Hotto founded?
Hotto was founded in 2022. It employs 1 to 10 people.
Where is Hotto based?
Hotto is headquartered in Tangerang, Indonesia, in the Asia region.
How does Hotto make money?
Three revenue lines are on record. Product Sales - Hotto Purto is the primary driver. The others are product Sales - Hotto Cocoa and product Sales - Hotto Mame.
Who are Hotto's main competitors?
Direct peers on record are Cimory, Tropicana Slim and Hydro Coco. Broad incumbents are Indofood CBP, Kalbe Consumer Health, Mayora Indah and Nutrifood. Emerging players are Lemonilo, Kefir King and Huel.
Does Hotto have an API?
No public API is recorded for Hotto.
What industry is Hotto in?
Hotto's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAEAH, Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy), with a secondary code of CRADAGAN, Medical Nutrition & Meal Replacement (RTD, Bars, Powders). Its SIC code is 2090.