Top of mind
BOTTLED WATER IS a competitive business, but Edwin Hendriadi believes that Cheers, a brand he developed under his company Atlantic Biruraya, could excel. In 12 years of leading the company started by his father 20 years ago, Hendriadi has brought the brand to the top three in the national level.
“We don’t cover all areas of Indonesia yet, but we are committed to be on top of mind where Cheers is available,” says the Master of Science degree holder from the University of CaliforniaBerkeley. “We have innovations coming up in our pipelines constantly and periodically.”
Cheers offers natural spring water as well as alkaline-powered drinks for active individuals. It is the Official Healthy Water for Surabaya Marathon 2017. Besides, the brand has exported its products to Malaysia, Australia and other countries. “My job is to make sure that the company keeps growing and is always profitable. Many companies in this industry push for growth and put profit on the backseat,” Hendriadi says. “But since I began my journey in this company, this has always been the goal. To get there, I need to be detail-oriented, yet willing to trust my team with decisionmaking. That’s why I make time to coach my personnel one by one. I’m responsible for their personal growth.”
Hendriadi was one of the influential businesspeople to be invited by former President Susilo Bambang Yudhoyono to his residence. “It is one of my proudest moments as an entrepreneur, but I believe it all comes back to product quality and service,” says the young entrepreneur. “It boggles my mind how people in Indonesia can still buy imported water, when Cheers is of export quality.”