Company: Sumber Alfaria Trijaya Tbk PT
Brand Value: US$653 million
Year on Year Change: 15%
Year Formed: 1989
Alfa is a fast-growing retail brand that offers a range of shopping formats across Indonesia and, increasingly, the region. It has the Alfamart chain of minimarkets, Alfamidi grocery stores and Alfa Express convenience stores. Alfa also has a majority stake in the Indonesian operations of Lawson, the convenience store chain. As well as opening more stores across Indonesia, Alfa is expanding in the Philippines, with plans for 200 new outlets there in 2019, in addition to 180 opened during 2018. In its communications, Alfa tends to focus on providing good value for money and its “tebus murah” (redeem cheaply) discount program, often featuring celebrity couple Raffi Ahmad and Nagita Slavina. There is a constant roster of in-store promotions, communicated through TV, Facebook and Twitter, and on on-the-ground brand activation. Alfa partners with Capital Life to offer insurance, and the bank BRI on a co-branded loyalty card.