Strengthening Its Expansion To The Retail Market, RNI Launches The New Raja Gula Brand Product

Illustration. (Photo: RNI)

JAKARTA - To strengthen its expansion into the retail market, PT Rajawali Nusantara Indonesia (Persero) launched a new packaging for the white crystal sugar product Raja Gula, Monday, October 12 in Jakarta. This product launch aims to increase the added value of the sugar commodity produced by the company and to maintain the availability and affordability of sugar products in the community.

President Director of RNI Eko Taufik Wibowo said, apart from increasing added value, it is hoped that the existence of RNI's sugar products can stimulate the stretching of the MSME business. Given that, as a BUMN product, the selling price of Raja Gula will not be above the Highest Retail Price (HET) set by the government, so that stalls, MSME players, and consumers can get products at a more affordable price.

Eko said, in distributing Raja Gula, his party will prioritize cooperation with stalls and MSME players. To make it easy to obtain, the spreading of Raja Gula is carried out through the representative offices of the Rajawali Nusindo RNI Group branch as well as online through e-commerce nushinushi.id owned by Rajawali Nusindo as well as Food Stalls and Food Stalls Partners managed by BGR Logistic.

"At this time the King Sugar has spread over more than 13,000 outlets throughout Indonesia. Distributor meperluas spreading RNI keep moving in order to increase distribution outlets. King Sugar itself is sold at an average price of around Rp 12,000 to Rp 12,500 per kg," he said.

According to Eko, the re-branding of Raja Gula is part of the RNI's ongoing transformation agenda towards strengthening the food business line. It is hoped that this change in packaging and tagline can bring out a new image of Raja Gula as a friendly sugar product in terms of quality and price so that it can be accepted by various levels of consumers.

"Raja Gula product was launched for the first time in 2013, since then the management has not made any new touches or refreshments to the brand. For this reason, at the moment of RNI's 56th anniversary, we re- branded Raja Gula products in order to strengthen consumer appeal. "he said.

Furthermore, Eko explained the difference between the new Raja Gula product and the old one. According to him, apart from the packaging side, what distinguishes it is the market segment. When it was launched 7 years ago, Raja Gula was prepared to target the upper middle market or meet the needs of premium sugar, but currently RNI is more focused on preparing Raja Gula as a product that can be reached by all groups.

According to him, this is in line with RNI's efforts to play a role in realizing food security through the availability of quality food products that are still affordable for the public.

"In terms of quality remains the same, we always use 100 percent pure cane sugar and processed under strict quality control to produce a whitish sugar level or ICUMSA in accordance with the Indonesian National Standard," said Eko.

Furthermore, Eko explained, the re-branding of Raja Gula reinforces RNI's commitment to downstreaming in order to increase added value and strengthen the competitiveness of domestic food products. The strengthening of downstream is relevant to the goal of establishing the BUMN Food Cluster which is currently chaired by RNI, namely to organize the supply chain for national food commodities from upstream to downstream.

"Raja Gula is one of the many food products belonging to the BUMN Food Cluster. Furthermore, RNI will launch various types of other food products such as tea, cooking oil and rice. In addition there are also hand sanitizer products made from ethanol as a by-product of processing results. sugar cane. Currently the concept is being matured, "he said.