Pegadaian’s Vision to Make Indonesia Gold-Rich: Here Is Its Strategy

Jakarta, CNBC Indonesia — Pegadaian President Director Damar Latri Setiawan said the company’s vision is to “make Indonesia gold-rich”. He said this means helping the public understand how to invest in gold wisely.

“Gold investment is, of course, for the long term. History has shown that gold prices will rise over the long term,” he said at the Danantara SOE Progress Update 2026 on Friday (16 October 2026).

Damar said short-term fluctuations in gold prices were normal, noting that prices had come under pressure since the start of the year.

However, he said the public was beginning to understand that gold is a long-term investment. Pegadaian’s gold sales have continued to increase even as prices have fallen. He attributed this to people seeing falling prices as an opportunity to accumulate gold.

“We also educate the public: if you are thinking about the future, start investing when you have money. If you have some money now, buy gold regularly, little by little. There is no need to focus on whether the price is rising or falling; just buy it regularly and periodically, setting aside a small portion of your income or earnings to purchase gold. After a year or two, you may not even notice that gold prices have risen. We believe the public also sees the current fall in gold prices as possibly just short-term pressure,” Damar said.

He said gold prices were still expected to rise amid geopolitical uncertainty. Pegadaian offers several options for people wishing to invest in gold, including instalment purchases, gold pawning and gold savings. Damar said the company aimed to provide solutions that matched what customers wanted.

For customers who want physical gold, Pegadaian also has a subsidiary offering it, Damar said. Its Gold Savings product can be opened with as little as Rp10,000, which he described as an attractive option.

“Why? Gold Savings can be converted into physical gold at any time. We also have RTM, so Gold Savings account holders who want to print their gold can do so directly through an RTM. For those thinking long term, there is also the option to pay in instalments. Pegadaian offers gold instalment plans over one, two or three years,” Damar concluded.