The key to afranchise business surviving in the midst of fierce competition is the uniqueness of the products offered to the public. Uniqueness is needed so that a product has a strong identity so that it is different from those already on the market.
This was stated by Chairman of the Indonesian Franchise Association (AFI) Anang Sukandar at the opening of the 24th International Franchise License and Business Concept Expo (IFRA) 2025 in Jakarta, Friday (29/8/2025).
Anang said that the growth of the franchise business in Indonesia has always been stable, due to the consumptive nature of the Indonesian people who always want to try new products.
In addition to the uniqueness of the product, a franchise business must also pay attention to standardization and management. Standardization is important to maintain quality in each branch. Meanwhile, good management includes planning, implementation, and supervision.
"Uniqueness, management and standardization are the main basis for a franchise business to compete," Anang said.
"Uniqueness, management and standardization are the main basis for a franchise business to compete," Anang said.
On that occasion, Minister of Trade Budi Santoso invited the younger generation to enter the franchise business, because the prospect of this business is very promising. Entrepreneurship development through franchising is one of the main pillars in strengthening the national economy.
According to him, franchising is a business model that can accelerate the growth of new entrepreneurs in Indonesia because of its proven system.
Indonesia's entrepreneurship ratio currently stands at 3.1% of the total workforce. To become a developed country, a ratio of 10%-12% is required.
Budi also emphasized the importance of strengthening local brands so that domestic franchises are not outcompeted by foreign franchises. To that end, he invited franchisors to master the domestic market and dare to penetrate the global market.
The government, according to Budi, is ready to support through its foreign trade network consisting of trade attachés and the Indonesian Trade Promotion Center (ITPC) in various countries.
"Through franchising, new entrepreneurs find it easier to start a business because standards, management support and networks are already available. We invite the younger generation to dare to be entrepreneurs and build Indonesian franchise brands to compete in the global market," he said.
In 2024, the franchise sector was proven to contribute greatly to the national economy by absorbing nearly 98,000 workers, recording a turnover of IDR 143.25 trillion, and managing more than 48,000 outlets throughout Indonesia. This achievement shows the great potential of the franchise industry in encouraging entrepreneurship, strengthening the domestic market, while expanding access to exports of Indonesian products.
Advance because of mentorship
One of the Ministry of Trade-assisted franchises participating in IFRA 2025 is Digikidz. Digikidz representative, Rizky Aulia Suhada, appreciated the Ministry of Trade for providing the Franchise Registration Certificate (STPW). He considers the certificate to be an important added value for his company in building the trust of potential business partners.
Rizky hopes that the Ministry of Trade will continue to provide more guidance to local brands and present more programs that are beneficial to franchisors.
Digikidz is an education franchise, a non-formal education institution that provides computer and technology training for children with a fun and creative approach. Programs offered range from animation, game design, basic programming, to multimedia.
With the tagline "Learning Digital the Fun Way", the franchise is present in many major cities in Indonesia and is a pioneer in technology education for early childhood. The uniqueness of this franchise lies in its fun and innovative approach to teaching technology and creativity to children.
The main target of Digikidz is children aged 3 years to 15 years and millennial parents who want their children to have 21st century skills.
Digikidz offers an initial franchise fee ranging from Rp 75 million to Rp 150 million, equipment and software included in the package, training and SOP provided by the center. Estimated return on capital is approximately 12 months to 18 months, royalties depend on the number of students.
The reason why the Digikidz Indonesia franchise has great potential is that the children's education market is wide open, not seasonal, complete franchise support, and technology needs continue to increase.
Meanwhile, the owner of Hydromart, Agus Ali, whose franchised brand is also fostered by the Ministry of Trade and participated in IFRA 2025, appreciated the Ministry of Trade for providing STPW.
According to him, this certificate is proof of the company's credibility. "After obtaining STPW, the trust of the public and potential partners to join Hydromat is even greater. This is very helpful for our business development," said Agus.
Hydromart is a partnership program from Hydromart Utama Indonesia, a provider of refillable water depots integrated with advanced filtration systems and modern branding. Partners will have the right to open a Hydromart Water Station equipped with a reverse osmosis (RO) water machine, gallon display case, automatic filling equipment, and operational support from the center.
With the "turnkey business" system, franchisees just need to prepare the location, choose the package, and run the business with guidance and facilities that are fully prepared by the central team.
The Hydromart franchise business concept is to provide RO, mineral and hexagonal quality drinking water. Using filtration systems and UV sterilizers, outlets are equipped with professional branding and modern booths. The service is refill directly at the location or home delivery.
This franchise, which can be run in homes, shophouses, or dense residential areas, offers investment costs ranging from Rp 75 million-Rp 130 million, depending on the machine capacity (100-400 GPD) and complete facilities. This system does not charge monthly royalties, so all business proceeds belong entirely to the franchisee.