Grab Indonesia Launches New Business Strategy in Jakarta

Grab Indonesia launched its ‘scale smarter and execute faster’ business strategy to face an increasingly complex business landscape in the second semester of 2026 during the Grab Business Forum 2026 at Hotel Shangri-La, Jakarta, on Tuesday (9/6/2026). This step was taken to anticipate global geopolitical uncertainty, energy price fluctuations, supply chain pressures, and the World Bank’s downward revision of East Asia and Pacific economic growth projections from 5 per cent to 4.2 per cent, which has a tangible impact on business leaders.

Grab Indonesia CEO Neneng Goenadi explained that the current business environment is changing very rapidly from multiple directions simultaneously, including the rapid integration of digital technology and artificial intelligence (AI) which is transforming company operations. “Like we all know, entering the second semester of 2026, the business world is moving in a landscape that is increasingly complex and changing very quickly,” said Neneng Goenadi.

Neneng Goenadi also highlighted how this combination of global challenges coincides with changes in consumer behaviour, with consumers becoming far more selective in their spending. “For business actors, this challenge no longer comes from one direction,” she stated. The pressure from these very broad economic dynamics is considered to have a very real impact on business leaders across various operational sectors. “This shows that the business world faces very broad economic dynamics. And for business leaders, the impact is very real,” she added.

In facing this situation, company management is required to have sharper and more disciplined thinking regarding future growth methods. “Well, in a situation like this, company leaders certainly need to think sharper and more disciplined, of course, about how we grow,” said Neneng Goenadi. The primary target of achieving periodic growth must be maintained by all levels of company management amidst emerging economic obstacles. “Whatever happens, we must continue to grow,” she asserted.

Although expansion opportunities are still considered wide open for business players, the space to grow using conventional methods is now increasingly limited. “Well, at Grab, we believe that growth opportunities are still very open. However, the space to grow in the old way is narrowing,” she noted. Every new investment and business initiative must be chosen selectively to ensure a real and optimal contribution to overall company performance. “This opportunity needs to be pursued in a more disciplined manner. How we choose priorities sharper, execute faster, and ensure that every initiative really has an impact,” she stressed.

Neneng Goenadi then elaborated on the meaning of the scale smarter strategy as growth with a clear, data-based focus on business areas without adding operational complexity that slows the business down. “This is what we mean by scale smarter and execute faster. For Grab, scale smarter means growing with clearer choices, selecting areas that truly create value, certainly with data, then allocating resources with more precision, and ensuring that growth does not add complexity that will actually slow the business down,” she explained. On the other hand, the execute faster concept focuses on the company’s capacity to translate strategy into daily execution by integrating artificial intelligence (AI) and automation.