Company: Unilever Indonesia Tbk PT Brand value: US$425 million Year on year change: 6% Headquarter city: Jakarta Industry: Soft Drinks Year formed: 1973
SariWangi is the biggest-selling brand of black tea in the country, and has built its brand image on opportunities that SariWangi brings to create and celebrate family togetherness and sharing. Part of the Unilever portfolio, the brand is priced more cheaply than many of its competitors and has strong heritage as a local Indonesian brand. In the past year, the brand has exceeded market expectations by posting strong double-digit growth.
SariWangi has continued its highly successful letter-writing competition, with campaigns urging people to persuade family members to share their feelings through letters, and this has been at the heart of its communications. The brand has also launched a recipes section on its website, featuring dishes that include SariWangi tea among the ingredients.
Indonesian taste preferences in tea vary significantly in different parts of the country. Consumers in Sumatra tend to favor vanilla tea, for instance, which jasmine is the top choice on the island of Java. SariWangi has launched tea variants to account for these diverse tastes and make the brand locally relevant as well as giving it a national presence. SariWangi was bought by Unilever in 1989.