MR D.I.Y. Indonesia unveils Bekasi flagship alongside nationwide Ramadan drive

MR D.I.Y. Indonesia has strengthened its physical footprint with the opening of its second flagship store at Summarecon Mall Bekasi 2, while simultaneously activating a nationwide Ramadan campaign aimed at capturing seasonal shopping momentum.

The Bekasi launch is more than a routine store addition. It marks a symbolic return to the city where the retailer first entered Indonesia in 2017. Positioned as a key commuter and residential hub bordering Jakarta, Bekasi has grown into one of the fastest-expanding cities in Greater Jakarta, with a population estimated at 2.64 million. Summarecon Mall Bekasi, which recorded over 21 million visitors throughout 2024, offers a “family mall” positioning aligned with MR D.I.Y.’s core audience of young urban households.

The new flagship concept is designed to elevate the in-store experience, with a more comfortable layout, improved organisation and easier accessibility. For a retailer operating more than 1,200 stores across 37 provinces and offering 18,000 products in 10 categories, the flagship format serves as a brand statement – reinforcing its positioning as a go-to destination for household essentials at accessible price points.

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The timing of the opening also dovetails with Ramadan, historically one of Indonesia’s most commercially significant retail periods. Research cited by the company indicates that 93% of Indonesians spend more time shopping during Ramadan, with 16% allocating specific budgets for festive gifting.

To tap into this behavioural shift, MR D.I.Y. has launched its “Berkah Ramadan” campaign, built around three core programmes designed to make festive shopping more affordable and streamlined.

“The Berkah Ramadan campaign from MR D.I.Y. Indonesia is designed to help customers fulfil their Ramadan needs in a more affordable and practical way, so they can prepare for moments of giving and strengthen ties more easily. Through the Berkah Hemat Ramadan and Berkah Baik Wishlist programmes, we want to show that the meaning of giving is not defined by monetary value, but by the intention behind it and the benefits felt by the recipient,” said Ria Sutrisno, head of marketing at MR D.I.Y. Indonesia.

The first initiative, Berkah Hemat Ramadan, offers discounts of up to 36% across key festive categories, including cookie jars, gift boxes, kitchenware, baking tools and home decorations. Complementing this is Berkah THR (Tukar Hemat Ramadan), a trade-in mechanic allowing customers to exchange old items for shopping vouchers, with total voucher allocations reaching into the billions of rupiah.

The second programme, Berkah Baik Wishlist, functions as a curated shopping guide accessible via MR D.I.Y.’s website and in-store QR codes from 18 February to 30 March 2026. Designed to simplify gifting decisions, it provides inspiration for presents ranging from family hampers to tokens for teachers, colleagues and domestic helpers. The digital extension includes the Berkah Baik Challenge, encouraging consumers to share their Ramadan gift creations on social media.

Rounding out the campaign is Berkah Baik Iftar, a community-focused activation featuring a communal breaking of fast event with orphanages and local communities, attended by Teuku Wisnu and Shireen Sungkar. The event underscores the campaign’s emphasis on togetherness and charitable giving, reinforcing the brand’s attempt to connect functional value with emotional resonance.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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