Lixil Makes Indonesia a Priority Market in Asia Pacific
Indonesia contributes around 20 percent to the Asia Pacific business of water and housing solutions provider Lixil, as reported by Investor Daily on Wednesday (12/8/2026). This significant contribution makes Indonesia one of the company’s main priority markets in the region.
The large population, rapid infrastructure development, and high demand for products that improve quality of life are the main factors behind Lixil’s long-term investment in the country.
“Indonesia contributes around 20% to our business in Asia Pacific. That is why Indonesia is one of the priority markets in our portfolio,” said LIXIL Water Technology APAC Leader Audrey Yeo.
Lixil currently operates two manufacturing facilities in Indonesia that supply 90 percent of domestic market needs and part of the export market. The company continues to improve the efficiency of existing facilities and strengthen consumer research, although it has no plans yet to build a new factory.
“We continue to invest in improving the efficiency and productivity of existing facilities. In addition, we are also strengthening research and development as well as consumer research to get closer to market needs,” said Audrey.
The young generation market, particularly Gen Z, is a key focus of the company’s marketing strategy due to their concern about sustainability issues and resource efficiency.
“Indonesia is a very attractive market and we see strong long-term opportunities. That is why we will continue to invest and deliver solutions that help improve the quality of life of the Indonesian people,” said Audrey.
To respond to urbanisation trends and dense housing, Lixil is ready to launch the Maxfit collection and expand marketing through social media.
“In August or September, we will launch a new collection called Maxfit, and it is a product designed for the Indonesian people. So we created Maxfit to bring this segment to life in the market, and this is also related to Gen Z,” said Audrey.
The company is also launching the WizFlo hand shower product line to address low water pressure problems in dense urban housing.
“Urbanisation is making living spaces increasingly limited. But consumers still want products that are functional and have good design. That is why we continue to develop solutions that are relevant to the needs of the Indonesian people,” said Audrey.
In supporting sustainability efforts, Lixil targets achieving net zero impact by 2050 across its entire global manufacturing operational chain.
“The Indonesian government’s efforts to reduce carbon footprint are something we see as an opportunity, not merely compliance with regulations,” said Audrey.
The sustainability strategy is implemented through water and energy efficiency in products, improvements to production processes, and simplification of product packaging.
“For us, sustainability is not only about decarbonisation, but also water efficiency, energy efficiency, the impact of business processes, and the creation of long-term value,” said Audrey.