Supermom launches initiative to partner 25 Singaporean brands expanding to Indonesia

Supermom, a Singapore-based parenting networks backed by AC Ventures, has announced the launch of a new initiative committed to helping small businesses develop.

The tie-up is set to facilitate market entry to Indonesia for 25 Singapore-based family-centric brands, Supermom said in a statement on Friday.

According to the statement, Indonesia emerges as a vital market for parenting brands in the region, with a robust population of over 270 million and a birth rate that ranks among Southeast Asia’s highest at 17.04 per 1,000 people.

It said the country’s rising middle class, empowered by an upward economic trajectory overall, is well-positioned to boost demand for family-centric brands including mother and baby products, lifestyle brands as well as beauty products.

It also said the nation’s surge in e-commerce is propelled by a 73.7 percent internet penetration rate, as more Indonesian families shop online for parenting needs.

Further, it said the archipelago’s existing health programs potentially increase the need for quality maternity and baby care solutions.

It opined that these factors make Indonesia an attractive and potentially lucrative market for parenting brands seeking growth amidst a digitally evolving consumer landscape.

“This initiative is a win-win for the Singaporean brands and Indonesian parents alike. It’s about creating connections that unlock new possibilities,

“When we enable these brands to meet local partners and engage with our network of ‘key opinion moms’, we are fostering a supportive ecosystem for business growth and innovation,” said Luke Lim, Co-Founder and Group Chief Executive Officer of Supermom.

According to the statement, the initiative is not only geared toward market penetration but also focuses on community and capacity building by generating employment in Indonesia and providing an avenue for local moms to earn through Supermom’s innovative platform.

It is noted that the participating brands will be introduced to Supermom’s network of “key opinion moms” paving the way for targeted marketing and real consumer engagement, while also offering a source of income to everyday moms for their authentic content.

“Stepping into Indonesia with Supermom’s data-driven insights positions us uniquely to make informed business decisions and tailor our approaches to the distinct Indonesian market,

“It’s about bringing value to the table while ensuring that the local workforce benefits from our entry,” Lim added.

According to the statement, the collaboration promises more than just a foray into a new market, it also set to be a platform for sustainable economic and social growth.

By tapping into the Indonesian market, it said these 25 brands will contribute to local job creation, and with Supermom’s proprietary market intelligence, they’ll be equipped to thrive in a competitive landscape.

It also said this initiative supports the growth of small businesses in the region, facilitating international trade, and strengthening cross-border relationships.

It also said the entry of these brands into Indonesia is a testament to the commitment of these entities to foster growth, innovation, and prosperity in ASEAN.

It is noted that Supermom’s expansion initiative has been kicked off with a three-day program scheduled for November 17 to 19.

The agenda for the first day is squarely business-oriented, with a robust business to business (B2B) program designed to match the Singaporean brands with compatible Indonesian partners.

This business matchmaking has covered a spectrum of opportunities, including talent sourcing, product development, retail distribution channels, marketing collaborations.

The event’s second and third days will shift toward a business to consumer (B2C) approach, offering a family festival with interactive activities and entertainment for all ages.

It will celebrate the integration of Singaporean products into Indonesian lives, featuring product showcases, games, and awards that highlight the enrichment of local families through this international collaboration.

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