Transformation Strategy Strengthens Organisational Foundation to Achieve Sustainable Growth
PT Krakatau Steel (Persero) Tbk/Krakatau Steel Group (KRAS) has officially introduced its latest transformation strategy titled Kras Reborn. This initiative represents a visionary step by the company to convert global volatility dynamics and technological disruption into sustainable growth opportunities.
The strategy marks a crucial phase for the company to move from mere survival towards the ambitious goal of becoming a resilient global steel industry leader.
Chief Executive Officer Akbar Djohan emphasised that this momentum represents a critical turning point for the company. “We must recognise that Krakatau Steel has never lost its strength. We are currently awakening collective awareness of the substantial capabilities that have long been dormant. Through Kras Reborn, we abandon survival mentality and begin moving with a champion mindset based on unlimited collaboration and world-class quality standards,” stated Akbar Djohan, who also serves as Chairman of the Indonesia Iron & Steel Industry Association (IISIA) and Chairman of the Indonesian Logistics and Forwarders Association (ALFI/ILFA).
He explained that the Kras Reborn strategy positions organisational energy and workforce mental resilience as the primary foundation. Through synergy between Resilient Mindset and Execution Excellence, every company member is driven to deliver optimal performance amid industry dynamics.
“This transformation revolutionises human resources into business-driven people fully supported by organisational agility. By making renewal through innovation the driving force, all these efforts converge on a single collective vision: establishing Krakatau Steel as a national pride with global standards through measurable and accountable KPI achievements,” Akbar elaborated.
The concrete acceleration of this transformation was affirmed in a strategic agenda titled “Transformation Navigation Strategy: From Survival Mode to Reborn” held at the Pusdiklat Building in Cilegon, Banten.
Director of Human Resources Suryantoro Waluyo explained that the essence of Kras Reborn is comprehensive organisational energy intervention.
The primary focus is not merely technical competency improvement, but rather alignment of work culture, mental resilience, and performance optimisation based on measurable targets.
“This is necessary to ensure every individual within the company operates as a strategic business partner contributing directly to company revenue through activation of sense of awareness, sense of belonging, and sense of urgency,” he explained.
Through Kras Reborn, the company has established a vision to achieve consolidated revenue targets of US$1.6 billion as outlined in the 2026 Business Plan.
“This target is not merely a financial figure, but rather a mentality transformation towards a Reborn State that emphasises agility and cross-entity collaboration between the holding company and subsidiary companies,” he stated.
He affirmed that with focus on completing tasks with direct impact on profitability and efficiency, the company is committed to ensuring every Krakatau Steel member becomes a key driver in realising a nationally-valued pride with world standards through achievement of strategic targets.
The transformation includes not only 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.