Beira Brush enters Asian gateway

Beira Brush, one of the largest backward integrated brush ware manufacturers in South-East Asia and Sri Lanka’s leading brush ware exporter, has expanded its footprint to Indonesia with its own brand, after establishing a strong track record in the US, Canada, UK and Australasian markets, from amongst 20 countries that it exports to. 

With 250 million people and growing fast, Indonesia’s large population provides a sizeable opportunity for consumer brands. Beira Brush selected Indonesia keeping in mind that the Indonesian urban consuming class is growing by 5 million people every year. The country’s population is projected to reach 270 million by 2020. The brand is now be available at 210 outlets of Carrefour, Giant Extra, Giant Super Market and Lion Superindo in Jakarta stores and will also be sold at Hypermart, Lotte Shopping, Lotte Mart, Yogya SM, Ramayana SM, Mitra 10 and Hari-Hari supermarkets in Indonesia. Within the next 12 months, Beira Brush expects to have its range available at 600 stores in the Java islands of Indonesia. The company’s environmentally-friendly cleaning products are manufactured for both the professional and household markets and are carefully planned to take market share from the key categories with clear functional benefits over its competition. Beira Brush is a wholly-owned subsidiary of BPPL Holdings.

BPPL Head of Marketing Shakinda Jayasingha said: “If we are serious about our business and its future, we have to be serious about taking our brands to overseas markets. BPPL is proud to announce the launch of our JAB (Jawaraberbesi) brand of household cleaning equipment in the Indonesian market. ‘Jawarberbesi’ simply means ‘The Champion in Cleaning’, which is what the brand looks to be - the champion of Indonesian women.  This historic step was taken after extensive research and preparation to ensure a successful launch. Our research revealed some key insights into the Indonesian consumers and what they expect, which we subsequently infused in our products. We believe that the key to driving brand growth is a deep understanding of how Indonesians think and behave. Being home to one of the world’s fastest-growing economies, the country will account for 40% of ASEAN growth through 2030, and we have positioned our brand to leverage on these growth projections. Our research revealed that Indonesians are highly brand loyal and prefer local brands, which spurred us to suitably localise our products and the brand in the Indonesian context. Our products are priced competitively, which makes it more attractive for the masses and endures trial.”

Beira’s TIP TOP brand has being showing impressive growth in the Sri Lankan market in the past two years and is available at all Arpico outlets, 140 Cargill’s outlets, as well as at  selected general retail stores. The company operates five state-of-the-art factories and warehouses spread across 210,000 sq ft in Sri Lanka.

The JAB Brand is positioned as a ‘value-for-money’ brand. The brand idea and the positioning were developed by JWT Indonesia on the category insights ascertained by a U&A study conducted by TNS Indonesia together with TNS Sri Lanka. 

The packaging was done by Integra Lk together with JWT Indonesia to break away from the normal monotonous nature of the category and other players. SAMB (PT. Sarana Abadi Makmur Bersama) is the sole distributor of JAB products in Indonesia.