Indonesia

Looking at post crisis Indonesia as a place to do business is sometimes met with apprehension despite the opportunities amidst the risk. One company hasn't wavered from this commitment to the country. Since establishing operations in 1969 through an Indonesian joint venture, Mandom Indonesia is continuing to reap the rewards in this lucrative market.

In the fiercely aggressive cosmetics industry, Mandom Indonesia has found success in manufacturing low cost, quality products sold under various brand names. With a key manufacturing base in Jakarta - and the Asian monetary crisis fully behind them - Mandom Indonesia is now focusing on the future.

"The situation now a whole different ball game," says its president and CEO Mitsuhiro Yamashita. "After the crisis we needed to hedge our risk so we pushed the export part of the business and today we export to over 70 countries. Our main area of business though, remains the domestic market. Eighty percent of our products are sold in Indonesia."
Mitsuhiro Yamashita, president director and CEO of Mandom Indonesia

Mandom's commitment to both the country and the consumer remain solid. The company is investing further in its manufacturing facilities with new machinery and remains focused on consumers' demand for value and quality.

"We know our strengths," says Yamashita. "We are not a big multinational company, but here we are one of the key players in the cosmetics industry, so why not enjoy the situation. There is risk everywhere, but also great opportunity."

The competitive nature of the cosmetics industry and Indonesia's turbulent history has done little to swerve Yamashita's positive outlook. He considers Mandom to be ideally positioned for future growth.

"If you are on the outside of the storm, you have to make a decision about whether to enter the storm or not," he explains. I have every confidence that Mandom is going to continue to be an excellent company. We can't stop now; we came here for this nation. If you don't take risks, you can't gain anything."

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