Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
GOTOKO refreshes brand look and principals to align with warungs

GOTOKO refreshes brand look and principals to align with warungs

share on

 

GOTOKO, an end-to-end e-B2B digital platform in Indonesia, has expanded to more areas in Jakarta, West Java, Central Java, East Java, and Bali. The platform has also refreshed its brand with a new look and brand principals. 

The move marks GOTOKO’s second-anniversary helping warungs (street stalls) grow and elevate their business across Indonesia. The brand refresh which includes a new symbol in its logo seeks to represent fresh enthusiasm that appeals to GOTOKO’s employees and warungs, alongside its brand principles to continue the journey of “GrowWithGOTOKO”.

As warungs are classified under the micro, small and medium enterprises (MSME) sector which is claimed to account for more than 65% of Indonesia’s Gross Domestic Product (GDP), they play a significant role in boosting the country’s economy from a macroeconomic standpoint. The importance of warungs has been especially highlighted during the pandemic's onset when they acted as a means of community trade amidst mobility constraints and accounted for 80% of villages across Indonesia. However, warungs are low on the priority scale as compared to modern retailers when it comes to obtaining supply of goods directly from brand principals as a result of the complexities of Indonesia's distribution system. This is evident in the statistics provided by GOTOKO, which states that about 80% of Indonesia's three million warungs are categorised as underserved retailers.

GOTOKO hopes that the digitalisation process that has increased the business’ efficiency will further encourage the growth of warungs.

Gurnoor Singh Dhillon, CEO and president director of the board said: “During the pandemic that disrupted both the economy and business, we actually stand with confidence in the resilience of the warung as the community's main vehicle of trading. As a result, they are not only able to survive but are also able to grow their business more efficiently through the GOTOKO platform.”

“Our value of customer obsession enables us to create a value proposition which not only grows their business quantitatively but creates social impact via hand holding the small stores to be digitised. This way, they are not left behind by other channels to get to their consumers,” he added.

With the epidemic beginning to show signs of subsiding and the rapid expansion of the digital economy, Dhillon believes that now is the ideal time to encourage the digitisation of warungs.

GOTOKO was established in August 2020 as a joint venture between the GoTo Group and Unilever. It launched its mobile app in Play Store in the same year, which has since reached over 50,000 downloads. According to Dhillon, GOTOKO's expansion in Java and Bali has successfully grown its user base by more than 47 times as of July 2022.

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window