Singapore – In a sharp display of market dominance and brand agility, MR.D.I.Y. Indonesia has secured two prominent accolades at the Retail Asia Awards 2025, held at Marina Bay Sands, Singapore. The company was named Household Goods Retailer of the Year – Indonesia and also took home Integrated Campaign of the Year – Indonesia, recognizing both its expansive business growth and sophisticated marketing strategy.
While awards are often ceremonial, MR.D.I.Y.’s wins reflect deeper shifts in the Southeast Asian retail landscape. With over 900 stores opened in just seven years, and an aggressive plan to launch 270 more in 2025, the company’s growth signals a broader trend: retail in emerging markets is becoming a high-stakes, brand-driven arena, and MR.D.I.Y. is playing to win.
Edwin Cheah, President Director of MR.D.I.Y. Indonesia, expressed pride in the team’s efforts. “We see this not just as an award, but as a validation of our vision—to be a meaningful, affordable, and accessible brand for every Indonesian family,” he stated.
Behind this expansion lies a calibrated strategy: prioritize accessibility to middle-income households in tier-2 and tier-3 cities, leverage a strong supply chain, and amplify the brand via customer-centric campaigns. The Ada Aja Idenya campaign, which earned the Integrated Campaign of the Year award, was not just about selling—it was about embedding the brand into daily life. And it worked: 3 billion offline impressions, 1.5 billion digital, and significant jumps in brand awareness and usage metrics.
But MR.D.I.Y.’s rapid rise also raises pressing questions for Southeast Asia’s retail incumbents: Can local or legacy brands match the scale and speed of regional players like MR.D.I.Y.?
Their successful IPO in December 2024 further reinforced investor confidence, enabling more aggressive expansion while maintaining healthy margins. The brand’s push for inclusive retail growth—reaching beyond metro areas—has been cited by analysts as a strategic move that increases customer loyalty while sidestepping saturated premium markets.
The timing of these moves is also critical. With Indonesia’s halal economy expected to reach over US$330 million in consumption by the end of 2025 and Muslim fashion spending crossing IDR 290 trillion, MR.D.I.Y. is positioning itself to ride the wave of middle-class demand across sectors.
Retail Asia Awards, now in its 20th year, highlights brands that not only perform but reshape industry norms. With judges from KPMG, EY, PwC, and Euromonitor, the competition is fierce—making MR.D.I.Y.’s dual victory a clear signal: Indonesia’s largest household retailer is now a regional force to be reckoned with.
