Brewing Time

Owner of the largest coffee shop chain, Jiwa Group takes on the future of coffee consumption in Indonesia

- Marella Putri

Indonesia is not only the world's fourth largest producer of coffee, but also one of the largest consumers. According to International Coffee Organization data released in May, Indonesia's domestic coffee consumption is expected to grow at the fastest rate in the last five years between 2020 and 2021, reaching 5 million of 60kg bags. In recent years, the younger population's lifestyle and purchasing power have fueled demand for coffee and the growth of local coffee shops.

Kopi Janji Jiwa, one of Indonesia's leading independent coffee shops, can attest to that. This July, less than three years after opening its first pilot location in mid-2018, it had expanded to more than 930 locations in more than 50 cities across Indonesia, from Aceh to Sorong. Today, they collectively sell between three and four million cups per month.

Billy Kurniawan is the founder and CEO of PT Luna Boga Narayan, also known as Jiwa Group which houses Kopi Janji Jiwa, Jiwa Toast and Jiwa Tea. Since 2011, he has been a serial entrepreneur venturing into the food and beverage industry. After being introduced to the coffee industry and gaining knowledge, Billy seized the opportunity to establish his brand with Kopi Janji Jiwa. To add value and differentiate its coffee, Kopi Janji Jiwa sources directly from farmers and operates its own roasting facility.

Billy brought a grab-and-go concept to Jakarta's first pilot coffee shop with less than Rp 100 million in capital. Since the beginning, he has strived to get Kopi Janji Jiwa to as many customers as possible in a short period of time. As a result, he developed a partnership system as one of the company's strategies.