The Twists and Turns of Budi Yuwono’s Struggle to Bring Sinde to the World

"Having had less success selling noodles, Budi Yuwono continued his traditional Chinese medicine business inherited from his grandparents. Moving to Jakarta as a street vendor, Budi becomes the chief of a well-known health drink company"

Published by : Farida  -  11/03/2022 15:01 WIB

3 Minutes read.

Who doesn’t know the Larutan Penyegar Cap Badak? The traditional drink, which helps relieve heatiness and dry throat, is one of the flagship products of PT Sinde Budi Sentosa (Sinde), which was founded by Budi Yuwono Tjioe in 1978. With SInde, Budi Yuwono has metamorphosed from being a street vendor to being the chief of a multinational company.

Sumber: https://www.fowcaas.org/

Sinde was established on 27 August 1978 with the first factory built in Bekasi, West Java. The establishment of Sinde did not happen suddenly, but through the long and bitter life journey. Quoted from the Tribunnnews.com page, when he was in junior high school, Budi who lived in Surabaya had to move with his parents to Jakarta. In the capital city, Budi and his five siblings help his parents selling noodles.

It was a time where luck was not on Budi’s side. In 1966 he was forced to drop out of high school. Budi then returned to Surabaya and worked in a traditional Chinese medicine shop. He had tried various sales models, became a street vendor (PKL, pedagang kaki lima), kept a shop, and became a drug salesman.

The Beginning of Sinde

Hardworking and unyielding has been Budi Yuwono’s character since childhood. After three years of building a traditional medicine business in Surabaya, he was brave enough to once again move to the capital city. In Jakarta Budi started again as a street vendor in Glodok, still using traditional Chinese medicine. From street vendors, Budi upgraded his business by starting a small company called Sinar Dewa. The company was the forerunner of Sinde.

Sumber: https://awina.co.id/

The Sinde factory started its operations with 19 employees. A year after its establishment, Sinde had its license as a pharmaceutical company. One of Sinde’s early and iconic achievements was obtaining an exclusive license for the distribution of the Larutan Penyegar Cap Kaki Tiga from Wen Ken Drugs Singapore Private Limited. The ringworm medicine Cap Kaki Tiga is Sinde’s first product.

To Expand with 50 Employees

Thanks to the persistence of Budi Yuwono and a good management team, in 1982 Sinde began to expand internationally by reaching the Singapore and Malaysia markets. This achievement was achieved with 50 Sinde employees. One year later, the Brunei Darussalam market was able to be embraced by Sinde. In the first 10 years or so, Sinde has been able to produce various products such as ringworm medicine, cough medicine, headache powder, pasak bumi, to balm. It can be said that all of them are popular in Indonesia.

Sumber : bikinpabrik.id

Throughout the early 1990s to the early 2000s, Sinde skyrocketed with the addition of the latest technological production equipments. Intensive promotions carried out on television also make Sinde products close to consumers. The names of famous celebrities Desy Ratnasari and Joshua Suherman are practically close to Sinde, especially with the larutan penyegar products. Both of them become brand ambassadors to attract fadults and children customers. The collaboration continued into the movie Joshua oh Joshua, starring the two and sponsored by Sinde. 

Sumber : www.antarafoto.com

Thanks to Budi Yuwono’s deft hands, Sinde continues to grow and gets various licenses and awards. In 2005 all Sinde products already had the Indonesian National Standard (SNI) certification. In 2007 Halal certification from MUI. Now Sinde’s products have market in Belgium, Brunei Darussalam, China, Hong Kong, Nigeria, Saudi Arabia, Singapore, Malaysia, South Korea, and the Middle East. Budi Yuwono is a clear example of the saying ‘usaha tidak mengkhianati hasil (efforts wouldn’t betray results)’.