GRULAB
The Next-Gen Brand Builders
We Build, We Don’t Acquire.
We craft brands from the ground up — blending rigorous sharp market insight, product research and development, authentic founder passion, growth & marketing muscle that delivers profitable demand and category-shaping growth.
About Us
Not your typical aggregator. We’re disciplined innovators.
At GRULAB, we don’t acquire brands. Led by veteran growth marketers and long experienced product formulators, we build superior products and strong brands from scratch, ensuring every venture is rooted in high-class research and development, consumer demand, and a founder’s soul.
We’re shaping Indonesia’s next generation of retail champions across health, beauty, F&B, and beyond.
Our Methodology
World-class products. Profitable scale. Built to last.
Every brand we create follows a proven playbook anchored by exceptional product development:
Product-First Excellence
We invest in high-grade Research & Development, partnering with expert formulators to develop standout products.
Demand-Driven Validation
Market data, rapid tests, and targeted campaigns ensure pull before scale.
Margin-Focused Launch
Fast, Disciplined Scale
Growing quickly, without burning capital and sacrificing product quality.
Our Team
Led by marketers. Powered by product veterans.
Azlan Indra
Co-Founder & CEO
Marketing Partner
Yudistira Ditya
Co-Founder & CMO
Marketing Partner
Puji Leksono
Product Partner
20+ years in Pharmaceutical Industry
Ike Ari Priyanti
Product Partner
20+ years in Pharmaceutical Industry
Iwan Febrian
Product Partner
15+ years turning F&B concepts into crave-worthy products
We also bring in marketing leaders who shape brands from concept to market leadership. We are hiring Marketing Partners!
What We Do
01
World-Class Product Development
From concept to lab trials to commercial launches, we ensure products outperform — not just exist.
02
Demand-Driven Go-To-Market
Campaigns and channels engineered for traction and profitability from day one.
03
Fast, Sustainable Scaling
Operational depth and strategic controls allow rapid growth without compromising product integrity.
Why grulab
For Talent
Be more than a marketer. Be a brand architect.
Shape exceptional products, drive launches, and lead scale — across thriving categories, backed by R&D and smart growth playbooks.
For Investors
No hype or overpriced buyouts — just strategically built brands with solid products, healthy margins, and customer love driving long-term value.
Our Edge
For Future Makers & Partners
- Architect brands with top-tier R&D at the core.
- Gain multi-category mastery: health, beauty, F&B.
- Work with veterans who’ve built market leaders.
- Grow your legacy as our brands scale
For Visionary Investors
- Brands start with founder spark and world-class products — not retrofitted after a buy.
- Diverse portfolio across resilient, high-margin categories.
- Early stage investing avoids aggregator premiums.
- Operated by teams proven to build and scale profitably.
Let’s Build Together
Want to create brands that lead, not follow?
Ready to back Indonesia’s next consumer powerhouses built on superior products and disciplined scale?
Or explore how we can build something extraordinary together?