Learning the Success Key of How Jamu Jago Survives and Keeps Growing in More Than a Century

Everything big and famous must have started from something small and ordinary. The phrase is perhaps suitable for Jamu Jago, which is now one of the largest jamu companies in Indonesia. 

It all started in 1918. A businessman named T.K Suprana with his wife, commonly called Mak Jago, made jamu products that were at that time unusual. While most jamu products are of brewed or steeped types, T.K. Suprana and his wife produce simpler powdered jamu without reducing their efficacy. Initially the jamu products were sold in a simple jamu store in a village in Wonogiri, Central Java.

Building a business from scratch, for the first 18 years T.K Suprana successfully marketed Jamu Jago products to various corners of the archipelago. After that, T.K Suprana decided to retire and give the business to his four children.

Sumber: https://id.wikipedia.org/

In 1936, the management of Jamu Jago turned to four T.K. Suprana’s children. They are Anwar Suprana, Panji Suprana, Lambang Suprana, and Bambang Suprana. Held by the second generation, Jamu Jago did a brilliant expansion. After almost a decade of taking care of this family business, the 2nd generation team moved all Jamu Jago activities to Semarang, Central Java.

The growing business makes Jamu Jago spread its wings even more. The result, in 1962, the pharmaceutical company Degepharm was born. The official website of Jamu Jago said at that time Jamu Jago was the first jamu company in the world to have a subsidiary in the pharmaceutical field.

In the 60s, Jamu Jago launched products that later so loved by adult community in Indonesia. Many products for married couples sell well in the market. The legendary products include Sarirapat, Sekhot, and Seklov. Those two last mentioned products later developed into jamu Esha and Esel.

Over time, leadership has changed to the next generation, the third generation. This third generation began managing Jamu Jago in 1978, they are Jaya Suprana, Sindu Anwar Suprana, Monika Suprana, Nugraha Suprana, Suryo Hadiwinoto, and Sena Karjadi. 

Sumber: lokadata.id

In this third generation, innovation appears more. One of the first breakthroughs was the inauguration of the Jamu Jago industrial center in Srondol, Semarang, Central Java. In the 70s natural beauty products are more sought after. Therefore, Jamu Jago perfected mangir wangi (Camaline fragrance products) into lulur wangi (fragrant scrubs) and bedak dingin Camaline (Camaline cold powder). Not only that, Jamu Jago also tries to embrace smokers who are fairly large numbers locally. The company then launched a product to maintain the smokers’ health, the jamu Anik.

Jaya Suprana’s name is perhaps more famous than its other siblings, it is because Jaya is also active in the world of art and entertainment. Jaya is also known as the originator of the Indonesian Record Museum (MURI, Museum Rekor Indonesia). In 1990 MURI added to the jago group list. Not only that, in that year Jamu Jago also released the world’s first jamu for children, Buyung Upik. This jamu has a variety of flavors that children like and is quite popular until now.

Since 2010 until now Jamu Jago is held by the fourth generation, Vincent Suprana, Andoyo Liem, Arya Suprana, Ivana Suprana, and Tatum Suprana. Since that year, Jamu Jago has become the official choice of the Surakarta Palace.

Now the company product are more innovated and modern, Buyung Upik products are developed into masuk angin (cold) and milk products. Not only that, there is also new products such as Bebe Roosie Telon Cream. In 2018 Jamu Jago is in its 100th years, and the company is still successful as ever to market Indonesian jamu to all over Indonesia and the world.