Director Of Sido Muncul Irwan Hidayat Receives Honorary Title From Semarang State University

Director of Sido Muncul, Irwan Hidayat. (Photo: Doc. Antara)

JAKARTA - Director of PT Industri Jamu and Pharmacy Sido Muncul, Tbk Irwan Hidayat received an honorary doctorate or honorary doctorate (Dr HC) from Semarang State University (Unnes) in the field of quality management (jenama).

Unnes Chancellor S Martono in Semarang, Wednesday, conveyed that the honorary doctorate was given as an acknowledgment of Irwan Hidayat's contribution in passing on local culture and wisdom into the strategy of "Tolak Angin".

"The degree of honor that we have given to Mr. Irwan Hidayat today is not only as an acknowledgment of his extraordinary works, but also as a form of appreciation for his enthusiasm and dedication in advancing science, technology, and humanity," he said, quoted from Antara, Sunday, November 17.

According to him, the awarding of the honoris causa doctorate is not just a tribute, but also an acknowledgment of Irwan's contribution to advancing the herbal industry in Indonesia.

Through a research-based approach, Irwan is considered successful in developing products that not only meet national quality standards, but also internationally.

He said the innovations made by Sido Muncul are a real example of local products being able to compete in the global market by utilizing Indonesia's natural wealth.

One of Sido Muncul's products, namely "Tolak Angin" is an herbal product that has become a symbol of traditional Indonesian medicine that consistently uses traditional roots to build customer confidence and emphasize the authenticity of its properties.

Irwan's research, he said, focused on a unique brand management strategy, combining Indonesian cultural identity with consumer health needs, and highlighting the potential of traditional medicines to coexist with modern health developments.

Irwan is also considered capable of exploring the health industry in Indonesia, by providing a new perspective on how emotional attachment can increase consumer loyalty and brand recognition.

With the awarding of the honoris causa doctorate, he said, the third generation of Sido Muncul founders not only received an award for their dedication to advancing the herbal industry, but also became an inspiration for many other industry players to continue to innovate and prioritize local wisdom values.

Irwan conveyed a scientific oration entitled "The Story of Rejecting Angin, From Indonesia To the World: Value-Based Product Management and Branding Model" in his inauguration speech.

Recipients of the Unnes Conservation Award emphasized the importance of innovation and research in developing herbal products that are not only beneficial for health, but are also able to compete in the international market.

"I would like to thank the Unnes Chancellor and all his staff, as well as to my family, Sido Muncul's extended family, and friends who have always supported me," he said.

He explained that "Tolak Angin" was first prescribed in 1930 and started manufacturing in 1951.

"This product is declared safe for consumption in the long term, in accordance with the recommended dose," he said.

With the tagline "Smart People Drink Tolak Angin", he said, the product has succeeded in changing people's perceptions, from previously considering herbal medicine only for traditional people to be a modern choice that is safe, practical, and affordable.

Also present were Sido Muncul's extended family and "brand ambassadors", including Rhenald Kasali as guests of honor, Andy F Noya, and Veronica Tan who currently serves as Deputy Minister of Women's Empowerment and Child Protection.