“ If government laws can succeed in strengthening local players, I am confident that Indonesian companies will be able to stay ahead of the competition in the AEC. ”
I have been in the small home appliance manufacturing industry for over 30 years and six years ago, I created the Fincook brand. Since our establishment, Fincook has successfully managed a team of 300 staff members. At the time, I saw immense potential for cookware in Indonesia since there were only a limited selection of cookware products in terms of models and designs. I decided to create the Fincook brand in order to provide better choices in cookware to local consumers. Prior to creating our products, we carried out market analysis on the types of cookware sold to consumers and we utilised this knowledge to feature new technologies for the Fincook brand. This therefore resulted in cookware items that boast a ceramic coating which was the first cookware product of its kind to be introduced to the Indonesian market. As such, Fincook makes available frying pans, sauce pans, pressure cookers, Dutch ovens, and woks among other product types.
Fincook’s products also use non-stick coating as well as hard & soft anodised materials which is crucial for long-lasting, higher quality cookware. As such, Fincook has been able to deliver on its mission of providing Indonesian consumers with wide-ranging cookware thus bolstering our company’s success in terms of growth.
Moving forward, we are looking to increase greater public awareness on the use of Teflon cookware which is currently being overshadowed by misconceptions in regards to consumer health and safety. In order to realise this goal, we are aiming to increase market awareness on other available options such as Fincook’s stainless steel and anodised material-based cookware. Moreover, we will also remain focused on the domestic market given the significant market potential that remains with local consumers.
We strictly source our materials from esteemed partners which enables us to utilise high-quality materials with detailed specifications. This approach gives us the ability to offer products that are of good quality at competitive pricing that has become synonymous to the Fincook brand name. As a company, we guarantee the use of the highest quality standards of our cookware materials and we plan to maintain this approach throughout the years.
I remain optimistic about the future growth of cookware in Indonesia particularly because these product types are essential in households across the country. In Indonesia, home cooking remains as a steady trend that has also been supported by a growing market base of health conscious consumers. Furthermore, this optimism is also bolstered by the performance of Indonesia’s F&B industry. It is important to note that for cookware, there is always a need for it to be replaced hence maintaining the longevity of cookware companies such as Fincook; this gives us confidence in the future growth trajectory of the industry.
With the effects of globalisation, my hope is that local firms will be able to establish a brand presence in the regional market. Fincook continues to face difficulties in raising brand awareness to local and international consumers and as such, we have had to create measures to overcome this challenge. Nonetheless for our company, Fincook opposes the idea of sacrificing product quality for the sake of low prices.
Furthermore, Indonesia’s capacity to stay competitive in the AEC depends on the current government’s ability to carry out the regulations that are already in place. Whilst recently issued regulations are aimed to benefit local companies, we also acknowledge that those laws require time to be fully implemented. Should Indonesia fail to change and adapt, the country may be oversupplied with foreign products. We have seen this take place in the past 30 years in the electronic products sector with the presence of Chinese and South Korean brands that have strategically positioned themselves in the domestic market.
There are only a handful of Indonesian companies who have tried to position themselves in the regional market yet many of those attempts have not been successful thus if government laws can succeed in strengthening local players, I am confident that Indonesian companies will be able to stay ahead of the competition in the AEC.
We remain open to any potential opportunities in working with international companies. We are looking to engage with firms that offer capital investment as well as know-how so that Fincook is able to improve upon its current technological capabilities while also striving for innovation. In doing so, we would be able to bring about various benefits for the Indonesian market.
Fincook was the first local company to meet the demand for large selections of cookware products that consumers are able to enjoy today. Going forward, I hope that Fincook’s future products will serve to benefit Indonesian consumers.