FMCG giant Unilever has recently announced its decision to divest its Indonesian teabag business, under the SariWangi brand, to a local company, PT Savoria Kreasi Rasa, a subsidiary of Djarum Group for a disclosed sum of Rp 1.5 trillion rupiah (US$88.9 million).
The purchase transaction is expected to be completed by March 2026, and will allow Unilever to focus on higher growth core segments.
Sariwangi is one of the leading brands in Indonesia’s teabag market, with a sizeable market share built over decades and strong brand recognition among local consumers. Nevertheless, the tea business contributed only 2.7% of Unilever’s total sales revenue in the country.
Unilever has undergone major restructuring in Southeast Asia as it aims to streamline its local portfolio, focusing on fewer, larger-scale categories and sustainable growth opportunities to support long term value creation. In 2025, Unilever sold its Walls ice cream business to Magnum Ice Cream Indonesia for Rp 7 trillion (US$414.9 million).
Unilever has also faced stiff competition in Indonesia’s FMCG market compounded by consumer boycotts linked to Gaza.
According to Unilever’s information disclosure, SariWangi’s assets accounted for 2.5% of the company’s total assets, contributing 3.1% to net profit and 2.7% to operating revenue.
PT Savoria Kreasi Rasa has several fast-moving consumer goods brands in its portfolio including candy brand Fox’s, instant coffee brand Kopi Tubruk Gadjah and isotonic drink Hydroplus. It is part of Djarum Group, a local conglomerate whose main business is tobacco and which also owns the country’s largest private lender, Bank Central Asia (BCA).
