If you’ve noticed more cat towers in apartment windows and dog strollers at city parks, you’re not imagining it. Indonesia’s pet care scene has been racing ahead in recent years as more people see pets as family. With that shift comes a wave of new brands, better products, and wider distribution that’s reshaping shelves across the country.

Where CPPETINDO fits in

In the middle of this momentum stands PT Centralwindu Sejati (CPPETINDO), a subsidiary of PT Central Proteina Prima Tbk (CPRO). “We aim to be one of Indonesia’s most trusted, large-scale pet product makers and distributors,” CEO Paulius Juta tells me. It’s not just talk: the company leans on big-league manufacturing, deep nutrition research, and a nationwide distribution backbone. Behind the scenes, a cross-industry team—bolstered by 15 in-house veterinarians—keeps the focus on safe, nutritionally sound products.

The cat-led boom

Euromonitor International pegs Indonesia’s pet food market at Rp7.8 trillion in 2023, up 9.8% from a year earlier. Cats are the star of the show. The national cat population hit 5.1 million in 2023—nearly doubling since 2019—fueling a 16% jump in retail cat food sales. Dog food is growing too, albeit more modestly at 2.9%, in part because only about one in ten households owns a dog. CPPETINDO isn’t ignoring that gap; it’s investing in education, wider product access, and collaborations with dog communities to nurture sustainable growth.

A portfolio built for real life

CPPETINDO’s range spans the pets most Indonesians love and live with:

• Cats: BOLT, Cleo, Cattie Care
• Dogs: BOLT, Rocco
• Songbirds: Classic, Tory
• Ornamental fish: Takari, Sankoi, Hiro, KEN

It’s a mix that fits urban apartments, suburban backyards, and rural homes—where songbirds and fish-keeping are cultural staples. That diversity isn’t accidental; it’s a growth strategy designed for Indonesia’s varied lifestyles.

Running hot at home, reaching farther abroad

Inside the factory, the signals are clear: CPPETINDO reports double-digit internal sales growth year after year, and its East Java plant runs three shifts at full tilt. That resilience says a lot about pet food’s staying power even when the economy wobbles. Beyond Indonesia, the company is shipping to seven markets—Malaysia, the Philippines, Brunei Darussalam, the UAE, Sri Lanka, Pakistan, and Oman—with plans to add four to five more countries by 2026.

Data in the driver’s seat

Since stepping in, Paulius has pushed a modern, performance-minded agenda: product innovation, factory modernization, international-grade quality standards, and a science-first culture anchored in nutrition education. It’s execution with a long-game bias—disciplined, data-driven, and designed to scale. New distribution corridors are opening, production capacity is set to expand with a planned new plant, and consumer insights are shaping what hits the bowl.

AI as a bridge, not a buzzword

Tech isn’t window dressing here. HaloBOLT—CPPETINDO’s AI-powered CRM—acts as a two-way channel between brand and pet parents. It answers care questions, shares nutrition tips, and turns feedback into product and service upgrades. Under the hood, AI is helping the team sharpen distribution, target marketing spend, and read consumption signals earlier, feeding a faster test-and-learn cycle.

What it all adds up to

Paulius puts it simply: CPPETINDO wants to be more than a pet food manufacturer; it wants to be a trusted partner for Indonesia’s pet owners. The philosophy is straightforward—healthy pets are happy pets—and every tweak to processes, products, and services lines up behind that.

Brand spotlight: BOLT

BOLT serves up value-first formulas for cats and dogs, built to make quality nutrition more accessible. It’s the pragmatic choice for families that want dependable, everyday feeding without compromising on core health needs.

About CPPETINDO

PT Centralwindu Sejati (CPPETINDO), part of PT Central Proteina Prima Tbk (CP Prima), manufactures and distributes pet nutrition and care products with one belief at its core: a healthy pet is a happy pet. For pet parents, every meal matters—physically and emotionally—and that’s the standard the company aims to meet across its brands.

Writer: Aditya Wardhana, AI