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Alfa

Company: Sumber Alfaria Trijaya Tbk PT 
Brand value: US$388 million
Year on year change: -3%
Headquarter city: Tangerang 
Industry: Retail 
Year formed: 1989 
 
The Alfa brand covers Alfamart, a chain of nearly 10,000 mini supermarkets across 17 Indonesian provinces, along with the Alfamidi grocery store network and Alfa Express – smaller-format stores with a focus on range, value and convenience. Alfa also has a majority stake in the Indonesian operations of Lawson, the convenience store chain. The company’s origins were in a trading and distribution business launched by Djoko Susanto and family in 1989, and the company moved into retailing a decade later. The business started its rapid growth phase in 2002, when it acquired 141 Alfa Minimart stores, and rebranded as Alfamart.
 
Alfa was the first mini-market in Indonesia to offer online shopping, and the service recently rebranded as Alfacart.com, which provides a click-and-collect shopping service with dedicated pick-up points. Alfamart has a partnership with Jakarta-based regional airline Lion Air, allowing passengers to book flights in Alfamart stores, and in the past year has extended its relationships with banking brands, enabling Adira Finance and XL Axiata customers to check balances and make transactions in Alfamart stores. In collaboration with Mandiri, Alfamart also offers people the chance to make payments in to the national healthcare service, and, in cooperation with Indosat, has launched a domestic money transfer service called Dompetku. Marketing tends to focus on promotions, but last year included a programme with Procter & Gamble to fund the homecoming trips (known as Mudik) for 1,000 Alfa loyalty members during the Eid Al-Fitr holidays.
 
In 2015, Alfamart started to realise its international ambitions, opening 30 pilot stores in the Philippines through a joint venture with SM Investments Corp, and has continued to expand throughout the country since then.