Jingga Syrup, a Local Syrup Brand Equal to Imports with a Million Missions

Orange Syrup is brand local syrup that is present since 2019. Brand The syrup, which was pioneered by a 27-year-old youth from Malang, East Java, Chistian Bobby Chandra or familiarly called Bobby, provides various variants of syrup products for various needs.

The business he started from scratch is targeting fellow actors culinary industry or food and beverages (F&B) like coffee shop, cafes, restaurants, to hotels as the target market. In addition, it also accepts orders for personal consumer needs.

“Initially, Jingga Syrup targeted the lower-middle market segmentation, but over time, brand This also reaches the upper middle market. At first it was only as a menu in your own coffee shop, now it can be beg for other endeavors,” explained Bobby.

By providing a variety of business menu needs, ranging from syrup products with various flavors, syrup powder, coffee powder, glasses and other bar needs. Currently, Jingga syrup is currently successful in having many branches in a number of areas in East Java, from Malang, Blitar, Jombang and Banyuwangi.

Good at Reading Opportunities from Market Trends

When he first started the business, Bobby was the owner Jingga Syrup, opened a coffee shop business called Kopi from Jingga. Then, in 2018, he observed that other coffee shops as his business competitors were mushrooming in Malang.

In order to win the market competition at that time, Bobby intended to innovate the menu to become his business advantage at that time. He then experimented with making his own syrup, based on his research and expertise.

According to him, making a drink menu with syrup-based ingredients is very easy and fast. Simply by pouring syrup, ice cubes and milk, the drink is ready to be served, said Bobby. Meanwhile, for other materials, it is necessary to go through a process of weighing, dissolving and so on which takes quite a long time.

“I also see opportunities in the F&B industry, drink menus using syrup ingredients are on the rise, but local syrup players are still rare. At that time, business people in the F&B industry mostly took imported products to get quality syrup for their drink menu,” said Bobby.

Produce Local Syrup Products Equal to Imports

At first, Bobby observed the business coffee shop with concept takeawayExpress is very popular with consumers. At that time, a lot brand coffee that provides a menu with basic ingredients flavor powder or flavoring powder.

When he did research on these basic ingredients, he found that it turned out to be making drinks with basic ingredients flavor powder it takes a long time. So, according to him, it is less efficient and can hamper productivity.

“Then, I made a kind of solution from syrup whose taste is similar to the one in the basic ingredients powder. The reason is to make drinks faster by using syrup,” said Bobby.

Finally, in 2019, Bobby started marketing the product from his experiment. In the same year, his coffee shop business which was originally called 'Kopi dari Jingga' rebranding became 'Jingga Syrup' which has survived to this day.

Jingga Syrup products are gaining popularity in the market because of the uniqueness and efficiency solutions it offers. In addition, in terms of quality, this local syrup product applies good standards, equivalent to imported products.

“Local products with almost the same standard as imported syrup are rare. Jingga Syrup products have the same quality as imported products, but are sold at affordable prices," said Bobby.

Jingga Syrup products are sold with prices ranging from 50 to 85 thousand rupiah per liter. Meanwhile, competitors from brand foreign syrups such as from France, Malaysia and others, sell at a price range of 120 thousand and above for the size of 750 ml only.

Pioneering from the Bottom, Now Helping Other MSMEs Upgrading

Apart from the various advantages of its products, Bobby said, one of the keys to Jingga Syrup's success is the excellence of its services. As brand Local syrup with its ambition to compete with foreign competitors, Jingga Syrup offers superior service quality.

"We don't just sell syrup, but also give product knowledge. We help business people as our consumers in creating and developing their menus. That's what you don't get from brand imported syrup,” explained Bobby.

Jingga Syrup claimed to have a mission to help MSMEs or small shops who want to advance to class, through menu exploration. For example, by making a fruit-flavoured coffee menu, such as durian-flavored milk coffee, banana-flavored milk coffee, and the like.

In addition, this local syrup brand also teaches SMEs in similar industries how to calculate the price of a product or service cost of goods sold (HPP). “I help them count costing product, I gave a menu with cheap HPP, with good taste quality,” said Bobby.

According to him, that is what makes Jingga Syrup superior in the eyes of consumers. Generally, the provision of knowledge provided by brand Imported syrup will be subject to special tariffs. Meanwhile, Jingga Syrup provides knowledge regarding the menu exploration for free.

It didn't stop there, Jingga Syrup also opened up opportunities for MSMEs who want to work together, such as selling custodians. MSMEs that do not yet have their own stores can leave their products at the Jingga Syrup store. There are also products that are deposited usually in the form of bar needs, tea, coffee, glasses, and others that are still related to the syrup brand product.

Continuously Growing Thanks to Digitization

With a million missions, Jingga Syrup is not limited to offline sales in its four branches in East Java. Brand This syrup also expands its market by reaching the digital market through E-commerce.

Jingga Syrup started shop onlinein a number of e-commerce sites such as Tokopedia, Shopee, Bukalapak and Lazada at that time from scratch. Without spending capital like for advertising or anything else.

“We also have reseller and consumers E-commerce which are spread in every region in Indonesia, from Jabodetabek, Yogyakarta, Bali, Maluku to several areas of Kalimantan," he said.

According to Bobby, until now Jingga Syrup has developed a lot since the beginning of pioneering. He revealed that in the past he was still having trouble managing the financial management of his business. The brand really started from scratch with an initial capital of only 300 thousand rupiah, without investors, without capital loans.

“So indeed we can't develop this business too fast. Slowly but there is good progress. This is thanks to the existence of e-commerce as well, which helps our sales. Moreover, when the Covid-19 pandemic hit with all the regulations at that time, "said Bobby.

Social Mission Empowering Communities Through Syrup

With all the business challenges that Jingga Syrup faces, Bobby and his team, which currently number 25 people, have managed to maintain and even develop brand the local syrup to what it is today.

“Actually, what has made us survive until now, is because the initial principles of Jingga Syrup are simple. The point is, if we don't sell, we won't be able to eat tomorrow. That's the mindset that I apply to my team as well," he said.

The Jingga Syrup team itself is not a few who come from punk community children who did not go to school, did not graduate from school, but had potential. For example, a punk kid who has skill design and more.

“So I have a mission to empower the community, I really support the inner city community, the inner city artist, and local MSMEs. Through the simple principles of Jingga Syrup, I try to help them so that they can continue to grow,” explained Bobby regarding his ambition.