Indoritel rides wave of Indonesian growth

The consumer group controlled by the Salim family wants to expand as more Indonesians seek to shop at modern convenience stores and choose branded food items.

The mantra of rising affluence tied to a growing middle class has long underpinned Indonesia’s attraction as an investment destination. The wealthier people are, the more likely they will want to consume luxury goods and services and adopt Western lifestyles, rather than simply consume to stay alive.

Busy office-workers with families also have less time or inclination to wander around wet-markets and mom-and-pop stalls for their weekly shop. The food quality can vary and there is no guarantee that they will find the product they want.

Sensing that Indonesia is turning into a nation of more discerning consumers, some domestic retailers are responding by offering greater shopping...

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