Global Business Guide Indonesia

ENVIPLAST<sup>®</sup> ENVIPLAST<sup>®</sup> ENVIPLAST<sup>®</sup> ENVIPLAST<sup>®</sup> ENVIPLAST<sup>®</sup> ENVIPLAST<sup>®</sup> ENVIPLAST<sup>®</sup> ENVIPLAST<sup>®</sup>
ENVIPLAST® | Mr Herman Moeliana
Mr Herman Moeliana

We are interested in finding partners with a good network in the market who can effectively brand and market the product as an excellent alternative to plastic bags

Mr Herman Moeliana, President Director

Inter Aneka Lestari Kimia is a well-established player in the plastics manufacturing industry and following the introduction of its ENVIPLAST® brand, the company has positioned itself as a pioneer in bio-based polymer compound products. What can you tell us about your company’s background?

Our company was founded in 1985 as a manufacturer of chemical products used by the construction and building industry, such as waterproofing systems. In 1990 we moved into providing masterbatch and polymer compounds to serve the growing plastic industry in Indonesia and encountered challenges in penetrating the market as a local company in Indonesia due to the dominance of international companies in this sector. Upon successfully building our brand name, we expanded our manufacturing capacity as well as becoming ISO 9001 certified in 2000.

In response to challenges associated with achieving environmental sustainabillity and upon taking into consideration market trends, we made the decision to engage in green research and development with the establishment of a biopolymer division in 2006. In 2011 we launched a new product called ENVIPLAST®, which is a bio-based polymer compound using industrial natural starch and vegetable oil derivatives that can substitute for PE plastic in single-use bags.

What are your company’s present strategies to export its products and enter new markets?

Currently we are focused on launching ENVIPLAST® in the local and international market through new distribution partners around the world and to facilitate this expansion, we are actively attending trade shows. Our machinery and manufacturing facilities are ready to supply distributors and clients as we have developed specific machinery to produce this product.

We have already received international interest in the product with enquiries from Europe, USA, India, Japan and countries in Africa. We intend to initially focus on countries and regions where environmental consciousness is high such as in Europe so we can actively build our brand and product awareness.

I plan on attending trade shows in Canada, Australia and Germany in order to find suitable partners and distributors in those markets. We currently face regulatory challenges with regards to our product as the European Union’s regulations are outdated and do not have a classification for ENVIPLAST® as an eco-friendly product. 

Therefore we have to appeal directly to distributors and customers regarding the benefits of the product and need to be patient with regards to the regulations.

Given Inter Aneka Lestari Kimia’s plans to actively pursue opportunities in export markets, what is the company’s target client base for its range of ENVIPLAST® products?

The ultimate target of ENVIPLAST® is to market its pellets globally. However, to achieve this we are initially targeting bag making companies who are to be encouraged to modify their existing machinery to enable them to process the bio-based polymer compound pellets. To assist in the pre-marketing activities, including market education, Inter Aneka Lestari Kimia can produce the bags for interested parties.

How is the company positioned for cooperation with foreign partners?

We are open to working with international partners. However in this initial stage, the area of most interest to us is finding suitable distribution partners in our target markets to educate the market. We are interested in finding prospective partners with a good network in the market who can effectively brand and market the product as an excellent alternative to PE plastic bags. There are various countries in Europe where supermarkets have engaged in active campaigns against the use of plastic bags and actually now charge for them so ENVIPLAST® is highly suitable as a replacement for shopping bags.

When the market has been established, ENVIPLAST® partners can then produce the pellets themselves under a license agreement.

What would you like our readers to remember about ENVIPLAST® as a final message?

ENVIPLAST® is a product that was developed to create value added eco-friendly products while making optimal use of Indonesia’s abundant natural resources. It is our sincere hope that ENVIPLAST® can contribute to the saving of the global environment.