MR.D.I.Y. Indonesia earns two major wins at Retail Asia Awards 2025

It has won the Household Goods Retailer of the Year - Indonesia and the Integrated Campaign of the Year - Indonesia titles.

Home improvement retailer MR.D.I.Y. Indonesia took home two major accolades in the 2025 edition of the Retail Asia Awards for achieving remarkable milestones in the past year that are driven by store openings, substantial revenue growth, a successful initial public offering (IPO), and an integrated marketing campaign.

MR.D.I.Y. Indonesia has solidified its leadership in the household retail sector through strategic growth and market dominance. In 2024, it expanded to 900 stores, reinforcing its position as Indonesia’s most extensive home improvement retail network.

Its strong revenue trajectory has also culminated in a landmark achievement — the successful IPO in December 2024. This milestone underscores investor confidence and long-term growth potential, ensuring sustained expansion and innovation for the company.

Additionally, MR.D.I.Y. has strengthened Indonesia’s retail ecosystem by supporting local suppliers, including micro-, small-, and medium-sized enterprises (MSMEs). Amongst its biggest efforts has been its nationwide MSME digitalisation initiative, wherein the company has empowered small businesses with tools and resources to integrate into its supply chain.

It has also championed local products, exporting Indonesian-made goods to MR.D.I.Y. stores abroad, reinforcing its commitment to driving domestic industry growth.

These achievements highlight MR.D.I.Y.’s ability to scale effectively whilst maintaining affordability and accessibility for Indonesian consumers. The company’s vast footprint ensures customers across urban and rural regions can access quality household essentials at the best prices.

Meanwhile, to enhance customer experience and brand perception, MR.D.I.Y. has introduced its Flagship Store concept, elevating the traditional retail format through an expanded product assortment, modernised store layout, interactive displays, and digital integrations.

At the same time, it has also introduced Ada Aja Idenya, a six-month integrated marketing campaign to reinforce its brand promise: affordability, wide variety, and accessibility. It has structured the campaign into three distinct phases to maximise engagement within today’s marketing landscape.

MR.D.I.Y., since commencing operations in 2018, has been widely recognised by its broad customer base in Indonesia for affordability. However, the campaign aims to further enhance the understanding of MR.DIY other key strengths: the comprehensive range of product categories and the extensive reach through over 1,000 store locations nationwide.

The "Ada Aja Idenya" campaign is specifically designed to re-introduce and deeply embed all three of MR.D.I.Y.'s unique selling propositions (USPs) within the target audience. This campaign is aimed to empower Indonesian families across all ages who want to improve their lives by accessing affordable, quality household essentials.

To ensure a seamless brand journey and make the campaign more relevant to the target audience, MR.D.I.Y. utilised multiple media touchpoints to drive accessibility of campaign awareness both through digital and traditional platforms.

Ada Aja Idenya has achieved record-breaking awareness and engagement, driven by an optimised strategy that delivered over three billion offline impressions and eventually improved cost efficiency significantly.  The campaign also generated 1.5 billion digital impressions and led to stronger brand performance, with notable increases in top-of-mind awareness and brand usage—strengthening its position as a brand loved and chosen more frequently by consumers compared to 2023. This is a testament of how addressing and offering relevancy with customer needs with a proper campaign approach resonate with an effective result.

MR.D.I.Y. was honoured in the awards programme as the Household Goods Retailer of the Year - Indonesia, whilst the Ada Aja Idenya campaign also received the Integrated Campaign of the Year - Indonesia category win.

Retail Asia Awards 2025 recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].