Ed­win Hen­dri­adi

Top of mind

Prestige Indonesia - - Sulwhasoo -

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.”

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