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GRAHA KERINDO UTAMA PT IN TISSUE AND HYGIENE (INDONESIA) Passport 1
KEY FACTS
Summary 1 Graha Kerindo Utama PT: Key Facts
Full name of company: Graha Kerindo Utama PT
www: www.tessatissue.com
Activities: Manufacturer of retail tissue and
nappies/diapers
Source: Euromonitor International from company reports, company research
COMPETITIVE POSITIONING
The company was ranked eighth in the Indonesian tissue and hygiene market, with a 1%
value share in 2016. GKU derives its strong position in retail tissue, where it was the leading
player with a 28% value share in 2016. Meanwhile, its share in retail hygiene was still too
small to be quantifiable by the end of the review period.
The company’s share in overall tissue and hygiene was gradually declining towards 2016.
This was mainly because retail hygiene has performed more strongly than retail tissue as a
whole. In retail tissue, the company maintained its value share in 2016, thanks to its
innovative approach in launching new eco-friendly product variants and heavy promotions.
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GRAHA KERINDO UTAMA PT IN TISSUE AND HYGIENE (INDONESIA) Passport 2
GKU is positioned in the dynamic retail tissue market, as penetration and consumption per
capita of retail tissue in the country were still deemed to be low over the review period. Due to
economies of scale, the competition amongst leading players of retail tissue was very intense
up to 2016.
The company converts paper, which is produced by its sister company Grace Paper, into
tissue with various brands including Tessa, Multi and Dynasty, in its manufacturing facilities in
the country. In addition to those brands, the company also manufactures tissue for Carrefour,
which products ranging from boxed facial tissues to toilet paper.
The company offers a wide product portfolio comprising different brands, namely Tessa for
premium products, Multi for standard-priced products, and Dynasty for the lower-end
products. Nonetheless, as prices of raw materials are growing, price differences between
premium and standard products are becoming narrower, especially as these premium
products are undergoing periodic price discounts in collaboration with major retailers.
The company has been innovative in terms of launching its Tessa brand in Ecoplas
packaging, which is biodegradable, in 2012. Most developments amongst its retail tissue
products concern the packaging, rather than the contents, which remain standard in terms of
quality. In 2016, GKU launched another eco-friendly tissue, Tessa Travel Pack Eco-friendly
Tissue containing 50 2-ply sheets.
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