Brand Transformation Strengthens the Creative Industry and National Manufacturing Ecosystem
The Indonesian adhesive industry is entering a new chapter. Lem Rajawali, a major player with more than four decades of experience, has officially announced a comprehensive national brand transformation. This strategic move, titled “Next Level”, is a response to the increasingly competitive dynamics of the adhesive industry and the need for more modern adhesive solutions across various sectors.
This transformation is not merely a visual change but a symbol of adaptation to the acceleration of national development. The new logo, featuring the face of an eagle facing right, symbolises the company’s progressive vision and commitment to continuously moving in the right direction while maintaining the highest quality standards.
Addressing Challenges in the Creative Industry and Infrastructure
Amid the current global geopolitical uncertainties, the need for reliable supporting materials has become crucial. Lem Rajawali views the strategic role of adhesives as an inseparable part of the national value chain.
“With this transformation, we want to move forward together, embracing the future with a new face, new spirit, and remaining number one,” emphasised Martin Hendriadi, Managing Director of PT. Mikatasa Agung, the owner of the Lem Rajawali brand, at the Gala Partner event earlier this year.
Through its latest, more innovative product line, Lem Rajawali aims to provide more efficient and reliable solutions. Strengthening research and development (R&D) capabilities forms the backbone in delivering products that meet global technical standards as well as the expectations of domestic business partners.
For policymakers and business owners, Lem Rajawali’s step is a positive signal for enhancing the competitiveness of the domestic industry. With more optimal corporate governance and continuously modernised production processes, the company is committed to delivering real value for economic growth.
This identity transformation ensures that the brand remains relevant to the new generation of industry players without abandoning the trust values built over more than 40 years. Lem Rajawali proves that being a market leader means daring to transform to remain a main supporting pillar for national industrial progress.
Throughout 2025, Lem Rajawali’s sales achievements experienced a 35% increase, with better growth than the previous year in 2024. Lem Rajawali has a growth target of 50% in the first semester of 2026 along with the company transformation.
Lem Rajawali plans to strengthen its product expansion outside Java Island in major cities in Indonesia, especially in Kalimantan, Sulawesi, Maluku, and Papua. The company will increase investment allocation by up to 60% for product development and market strengthening post-transformation. In the next three to five years, additional regions in Indonesia that will drive business growth include Kalimantan, Sulawesi, Maluku, Papua, and export markets.
This transformation revolutionises human resources into business-driven people, fully supported by organisational agility.
This transformation not only encompasses a name change but also the launch of a new logo that visualises the spirit of synergy within the national port ecosystem and supply chain.
The transformation even drives high efficiency, changes work culture, and increases value for customers.