Hero Supermarket HERO


PT Hero Supermarket Tbk is a pioneer company in the modern retail industry in Indonesia, the Company was established by the late Muhammad Saleh Kurnia on Jl. Falatehan, Jakarta in 1971

As it matures, HERO Group has built extensive business networks and launched innovations to fulfill the dynamic consumption patterns of its customers across Indonesia. The Company currently operates four business units, namely Hero Supermarket, Giant, Guardian, and IKEA.

In addition to focusing on development of the conducted business forms, HERO Group also engages the community to take part in developing and overseeing the Company’s business operations. Therefore, in 1989, the Company listed its initial shares on Indonesia Stock Exchange with the ticker code “HERO”.  Hero Supermarket HERO

The journey of Hero's success is inseparable from the life of its 'hero' who is very inspiring. He was the late Mr. Ms Kurnia, who was born on December 1, 1934, in Sukabumi, West Java. He grew up in difficult times. In Jakarta, little Kurnia had no time to enjoy his childhood like others. And he had to help his family broke off adversity.

Little Kurnia didn't want to waste his time. Kurnia went directly work by selling foods every day after school, there were no time to play around with his friends, His persistence ends up with gaining a full support from his siblings and parents. Until the year of 1954, Kurnia with his big brother, Wu Guo Chang, tried to do business seriously. Together, they established a CV (Commanditaire Vennootschap) company with the name of 'CV. Hero'.

However, Kurnia was not desperate at all. Although his brother, Guo chang, finally decided to resign from Hero in 1959, Kurnia remained confident about Hero's retail business prospect in imported foods and beverages. "The first key of success is, we should grab an opportunity at the right time though it comes from anywhere. Secondly, it depends on whether you have vision to evolve", said Kurnia clearly about his principle. This is the talent of Kurnia. He could see the bright side of an opportunity that was not seen by most people.

Shortly, the decade of 70's came and brought hope. As the current economic condition was improving, Kurnia saw an opportunity. "Look at those foreign people, they flew back and forth to Singapore 3 or 4 times just to shop for western foods and beverages. This is a good opportunity, we can import foods and beverages and then we can sell them back in Jakarta" said Kurnia excitedly.

Based on Kurnia's Canadian friend, Mr. Charles Turton, Kurnia and Nurhajati went to Singapore to conduct a survey and visited one by one for various supermarkets there. When they came back, Kurnia was ready to open a modern supermarket which they have been planned carefully. He was so confident and positive for the prospects of his business. On August 23, 1971, Hero Mini Supermarket was opened for the first time and located in a exclusive residential area at the Jl. Falatehan I No. 23, Kebayoran Baru, South Jakarta, with 16 employees. The opening ceremony was so modest, only close relatives were invited.

At the beginning of his supermarket business, Kurnia experienced lot of difficulties. He found that time was not on his side not to mention his lack of experience; most of the food are wasted because they were not sold. He began to innovate, started by building a special warehouse for fresh foods up to managing the employees working hours.

In the 70s, most supermarkets were closed on Sundays and public holidays. Kurnia saw this situation as an opportunity. On those days, Hero was opened and got a tremendous response from the customers. By Seeing Hero's successful, other stores and supermarkets followed his strategy This makes Hero a pioneer in having alternative shopping hours in Indonesia! Kurnia had to face Ups and downs, gains and losses, surplus and minus, in running his retail business. Together with Nurhajati, he had made all efforts to achieve success for Hero. Because for Kurnia, "All must have the first try. Without it, it would be very difficult to know if it will work or not." And it did not take too long for this principle to be well proven.

The success of Hero Faletehan has created a wider opportunity for Kurnia and made his way easier to reach the target he had wanted.

First the success of Hero was because of perfect timing, conducive economy, as well as support from the company's partners. More than that, Hero has survived and continued to grow with almost no competitors! Mostly, they were only followers. As Hero grew, other supermarkets have emerged and imitated Hero style.

It is not a surprise, Hero Supermarket grew like bamboo flowers in the spring. Hero had grown into a respected retailer company in Indonesia. One by one, Hero Supermarket opened in the decade of 70s. "Opening a supermarket every year", said Kurnia when he set up the sales target. Until 1980, Kurnia's statement was proven by the opening of 9 outlets of Hero Supermarket in Jakarta. This was a remarkable achievement at that time!  Hero Supermarket HERO

Corporate Information

Corporate Governance

The Company recognizes the need to fully implement the 5 principles of Good Corporate Governance (GCG) as the best way to ensure sustainable growth, efficiency and effectiveness, and returns to stakeholders. These five principles are transparency, fairness, accountability, responsibility and independence. At all levels the Company takes action to have an appreciation of acting according to these principles including by following the Company’s Code of Conduct.

Code of Conduct (Code of Ethics and Anti-Corruption Policy)


PT Hero Supermarket Tbk. (“HERO Group”) requires all business units to comply with all laws and regulations applicable either specifically for retail business or any other laws and regulations in general. As Hero’s employees (“Employees”), are required to:
  • Understand the laws and regulations applicable to the Employees and their works;
  • Comply with such laws and regulations;
  • Ensure that the co-workers also comply, especially if they report to the Employees; and
  • Report any person that you become aware of who does not comply, either to a senior member of staffs or following any available procedures with regard to the reporting of serious matters (including under Whistle Blowing Policy).

Failure to comply with the Code of Conduct may cause serious result, which in extreme cases will justify dismissal according to the laws and regulations as stipulated in the Indonesia’s Manpower Law and Collective Labour Agreement or Employment Agreement between Hero and the Employees. This Code of Conduct contains policies, among others:
  1. Illicit Payments
  2. Gift, Favours and Entertainment
  3. Anti-Competition Practices
  4. Conflict of Interests
  5. Tax Compliance
  6. Business Licenses
  7. Exchange Controls
  8. Personnel Issues
  9. Personal Taxes
  10. Treatment of Employees
  11. Invoicing
  12. Books and Records
  13. Share Dealing / Insider Trading
  14. Information Security
Risk Management
  1. Competition Risk and Operational Risk To mitigate those risks, the Company comprehensively develops strategic and business plans to be reviewed annually to recalibrate between target and achievements, as well as identify the risks faced.
  2. Financial Risk The Company manages financial risk in a number of areas such as market risk (foreign currency exchange rates, interest rates), capital risk, credit risk and liquidity risk.
Corporate Governance Policy and Implementation

Corporate Governance Policy and Implementation Purpose:
  1. To apply the Company’s values to all levels of the Company.
  2. To improve the organization’s management to be more professional and efficient, as well as to strengthen organizational functions and elements.
  3. To encourage the shareholders, Board of Commissioners and Board of Directors to adopt high moral values and compliance to laws and regulations in their decisions and actions.
  4. To increase stakeholders’ awareness of Corporate Social Responsibility (CSR).
  5. To satisfy stakeholders.
  6. As one of indicator to strengthen the code of ethics and corporate culture that is embedded in all employees.

“Speak Up” Policy (Whistleblowing)



HERO Group is committed to conducting our business in a way that is consistent with our values and principles; operating in a fair and transparent manner by adopting the highest standards of professionalism, honesty, integrity and ethical behavior. To support this, we are relaunching our “Whistle Blowing” Policy under the new name of “Speak Up” Policy, in order to encourage everyone within HERO Group, our business partners and customers to “Speak Up” about serious and genuine concerns they may have regarding malpractice, so that we can take appropriate and timely corrective action.

The ‘Speak Up” Policy sets out procedures for reporting matters of serious and genuine concern that may affect the operation of the HERO Group’s businesses and its reputation. These matters include, any criminal offence (such as theft, fraud and corruption), failure to comply with laws racial or sexual harassment, health and safety issues, financial irregularity, company policy violations and deliberate concealment of any of these issues.

Our goal is to foster a healthy and open culture, one where our employees, contractors, customers, and suppliers are encouraged to speak out, and can be confident that they can do so without adverse repercussions, that they will be listened to, and that appropriate actions will be taken in regards to their concerns. We take feedback about our company very seriously and we appreciate that it can be personally challenging to come forward when face with a matter of serious concern. Individuals who are not comfortable speaking directly with their manager or other members of the HERO Group, can also raise their genuine concerns via the “Speak Up” web portal, and email, or through the toll-free number assigned. These platforms are independently managed by an external service provider, and concerns can be raised anonymously.

Thank you for your attention to this important matter and we encourage you to take a few minutes to refresh your understanding on this extremely important policy. Please feel free to reach out to HERO Group Legal if you have any questions.

Reporting Facilities:
  • Phone: 0078036510031 (bebas pulsa)
  • Email: dairyfarm.report@ethics-hotline.com
  • Portal: https://www.thornhill.co.za/kpmgethicslinereportdf



As the forerunner of the Company, Hero Supermarket has a business philosophy to be a trusted modern retail store offering a wide range of premium products for the Indonesian market. The Company strives to achieve this vision by continuously developing exceptional shopping experiences and providing an extensive selection of daily household products, especially food and beverages, as well as fresh produce from the best local and overseas producers.

The Company’s key to success in providing fresh produce is still cultivated and developed through its strategic business decisions. Supported by HERO Group’s existence, spanning more than 4 (four) decades in the modern retail industry, as well as endless innovations to capture consumer shopping trends, Hero Supermarket has a strong business presence and is trusted by the Indonesian market. Ready-to-eat products are also continuously developed to meet customers’ changing lifestyle.




Guardian is a reputable health and beauty modern retail brand in Southeast Asia. It has valuable experience in understanding the Indonesia’s consumer behaviours, excellent customer service, and a wide variety of products. Guardian is ready to seize market opportunities of the growing middle class who have become increasingly aware of health and beauty care.

The Company is inspired by the advancement of Guardian Health and Beauty business, which continues to have significant growth opportunity. After a challenging past performance, Guardian has recovered well and added more outlets. HERO Group plans to further expand its investment in health and beauty care business segment.





Giant Ekstra

Giant Ekstra is the hypermarket format of the Food business, offering wider product selections for its customers under one roof. Aside from its primary function to meet the demand for daily staples, such as groceries, fresh produces, and body care products, Giant Ekstra also provides home appliances, clothings and home furnishing items. With its motto of “Murah Setiap Hari (Cheap Everyday),” Giant Ekstra has become the customers’ choice in purchasing various affordable products.

Giant Ekspres

Giant Ekspres is HERO Group’s Supermarket format, which aims to reach customers who value convenience and efficiency. Providing wide variety of products, Giant Ekspres stores are located in strategic locations near residential areas to offer convenient daily and weekly shopping experience for the customers.

Giant Ekspres offers fresh products, staple needs, and other household items at affordable prices.




Ikea is an international renowned home furnishing brand that provides one-of-a-kind shopping experience to create a better everyday life for the customers in Indonesia. Ikea continues to innovate and show commitment in delivering added value items through its product selections.

Modern retail industry performance is generally affected by declining purchasing power, increasing market competition, and changing regulation. Despite the challenging dynamic in modern retail industry, Ikea is able to perform remarkably well. Ikea is ready to expand and will continue to offer home furnishing products and accessories that give added value in terms of design, function, quality, and sustainability to its customers.

Hero Supermarket HERO



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