Semen Baturaja Appreciates Distributors, Strengthens Synergy to Win in the Market

PALEMBANG – PT Semen Baturaja Tbk (SMBR), a subsidiary of PT Semen Indonesia (Persero) Tbk (SIG), held a Marketing Area (AP) 2 Distributor Gathering entitled “WINNING MINDSET: A Night of Victory and Harmony for AP 2 Distributors.” The event, held at the Arya Duta Hotel in Palembang, South Sumatra, on Thursday (September 11th), was attended by distributors from Jambi, South Sumatra, and Lampung.

The event was also attended by SIG’s Board of Directors, including President Director Indrieffouny Indra, Director of Sales & Marketing Dicky Saelan, and staff. From Semen Baturaja, all Directors were present: President Director Suherman Yahya, Director of Operations Taufik, and Director of Finance & Human Resources Rahmat Hidayat. SMBR Independent Commissioner Feryzal Adham was also present.

In his remarks, SIG’s President Director, Indrieffouny Indra, expressed his appreciation to all distributors in attendance. He assessed that sales performance in Marketing Area 2 through September 2025 showed significant improvement thanks to the solid collaboration between the company and distributors.

“We thank you, distributors, for attending this event. I also express my deepest appreciation to all distributors in the Jambi, South Sumatra, and Lampung areas. Thanks to the excellent collaboration, Area 2’s performance through September of this year has shown a commendable increase,” said Indrieffouny.

He added that distributors are strategic partners for both SIG and Semen Baturaja in expanding product marketing.

“For us, distributors are very strategic partners. Amidst the cement market still facing the challenge of oversupply, I am confident that with our experience and collaboration, we will be able to win the competition,” he added.

SIG’s Director of Sales & Marketing, Dicky Saelan, also highlighted the increasingly competitive conditions of the national cement industry. According to him, the cement business today is no longer the same as it used to be, where demand far exceeded supply. “Previously, the cement business was highly contested because demand was still high, with everyone scrambling to buy cement for construction. However, since 2014, the situation has changed. Currently, national cement production capacity has reached around 120 million tons, while demand is only around 60 million tons. This means that half of the supply has not been absorbed by the market,” explained Dicky.

He emphasized that this situation requires all parties to adapt. “With the increasingly fierce competition, we can no longer go it alone. We really hope for close cooperation with distributors. Through dialogue and collaboration, we can make changes and win the market together,” he emphasized.

Meanwhile, SMBR President Director, Suherman Yahya, hoped that this event would strengthen our togetherness and provide momentum to pursue even bigger goals in the future.

“Hopefully, this event will be a forum for us to work together to pursue even bigger goals. We are open to input and suggestions for our mutual benefit,” said Suherman.

He also emphasized Semen Baturaja’s optimism, along with its distributors, to strengthen its market position. “Hopefully, we can be the host in our own region,” he added.

As a token of appreciation for distributors, SMBR presented awards to the best distributors deemed to have contributed to the company’s business growth based on their 2024 performance. These awards were divided into four categories: Best Volume 2024 (PT OKU Maju Perkasa, PT Tunas Surya Bumindo, PT Samudra Panca Jaya Pratama), Best Performance 2024 (PT Putra Balkom Jaya, PT Jaya Abadi Kontrindo, PT Samudra Panca Jaya Pratama), Best Business Growth 2024 (PT OKU Maju Perkasa, PT Serasan Sekundang Mandiri, PT Makhota Anugrah Satria), and Best PILOK (Market, Infrastructure, Legal, Organization, and Finance) 2024 (PT Samudra Panca Jaya Pratama, PT Sumatera Baja Indonesia Indah, PT Sumber Niaga Gemilang).

One of the distributors, PT Samudra Panca Jaya Pratama, led by Ginanjar, won a triple award (Best Volume, Best Performance, and Best PILOK) at the event. Ginanjar expressed his pride in having been part of the Semen Baturaja family for over a decade.

“I have been a distributor of Semen Baturaja for 12 years, and I express my deepest gratitude to Semen Baturaja. Alhamdulillah, we have been recognized for our performance in 2024. Hopefully, the synergy we have established can continue to be enhanced to achieve even better performance,” he said.

Through this event, SIG and SMBR reaffirmed their commitment to continuously strengthening synergies with all distributors, building optimism, and maintaining competitiveness amidst the challenges of the national cement industry.

Overview of performance in the first half of 2025, SMBR successfully recorded revenue of IDR 1.09 trillion, a 30.99% increase compared to the previous year.