Kinza Sets Sights on Indonesia, Eyes Long-Term Growth in the Market

JAKARTA — Jakartaweekly.com. Saudi Arabian carbonated soft drink brand Kinza is preparing to establish a presence in Indonesia, with the company focusing on local partnerships, distribution and manufacturing capabilities as it develops its market entry strategy.

Bandar Okrin, Chief Executive Officer of Al Jameel International and Kinza, said Indonesia is an important market for the company due to its scale, diverse consumer base and distinctive retail and distribution landscape.

“Indonesia is an important market for us because of its scale, diversity and distinct consumer and channel structure,” Okrin said.

Rather than simply exporting products into Indonesia, Kinza aims to build the foundations of a sustainable consumer business, including partnerships that can support manufacturing, distribution, retail, foodservice and e-commerce.

The company is currently seeking local partners to develop its route to market while evaluating the most appropriate manufacturing model for future expansion. Options under consideration include contract manufacturing and broader industrial partnerships, depending on local capabilities, market potential and commercial feasibility.

“We are now seeking the right partners to grow our presence in Indonesia. It’s definitely an exciting market and one where we are keen to bring our product to more consumers,” Okrin said.

Building a Local Market Strategy

For Kinza, entering Indonesia will require more than simply replicating its strategy in Saudi Arabia.

The company intends to adapt its product mix, pricing, distribution and marketing approach according to local consumer preferences and market dynamics.

“We do not want to assume that the same formula can simply be copied. We need to listen to Indonesian consumers and learn from their preferences,” Okrin said.

Kinza’s current portfolio includes cola, lemon, orange, citrus, blackcurrant and pomegranate flavours, alongside zero-sugar products, soda water and energy drinks.

The company sees particular potential for cola and zero-sugar products in Indonesia, while its wider portfolio will be refined over time based on consumer feedback and actual market experience.

The brand’s approach to Indonesia will centre on three key priorities: taste, affordability and distribution.

Kinza aims to make its products available through the channels Indonesian consumers already use, including retail chains, independent stores, foodservice and e-commerce.

Exploring Local Manufacturing

Manufacturing is also an important part of Kinza’s Indonesia strategy.

The company is evaluating different manufacturing structures, including contract manufacturing and industrial partnerships, but has not yet confirmed a specific facility or production capacity.

According to Okrin, producing closer to consumers could provide several advantages, including shorter supply lead times, lower logistics costs and greater flexibility in adapting products to local market requirements.

This could include adjustments to pack sizes, pricing and product mix based on Indonesian consumer demand.

Jeddah will remain an important production and export base for Kinza as the company develops complementary manufacturing capabilities in international markets.

Connecting With Indonesian Consumers

Beyond distribution and product availability, Kinza also sees brand engagement as an important part of building its presence in Indonesia.

The company has developed international sports partnerships, including the Spanish Super Cup, French Super Cup and FIBA West Asia Super League.

For Kinza, sports provide an opportunity to connect the brand with younger consumers through interests that already have strong and passionate audiences.

“Sport gives us a natural way to build that connection,” Okrin said.

Football is particularly relevant to the Indonesian market, where the sport has a strong following. Kinza sees an opportunity to connect consumers’ existing passion for sport with a beverage brand that is entering the market.

From Saudi Arabia to Indonesia

Kinza was established in Saudi Arabia with the ambition of creating a consumer brand that combines a strong Saudi identity with product quality, competitive value and contemporary branding.

The name Kinza comes from “Kinz,” meaning “treasure,” reflecting the values and identity the company wants the brand to represent.

While the company has ambitions to become an internationally recognised Saudi consumer brand, Okrin said its immediate priority in Indonesia is to build the right foundations.

“We want to establish the foundations for a sustainable business that can grow alongside consumer demand,” he said.

For Kinza, that means understanding Indonesian consumers, developing the right local partnerships and ensuring the brand is accessible across the channels where consumers shop and consume beverages.

Ultimately, Okrin said the company’s success in Indonesia will depend on the consumer response.

“We have to give Indonesian consumers a reason to try Kinza, enjoy it and choose it again,” he said.