GRULAB
The Next-Gen Brand Builders
We Build, We Don’t Acquire.
We Build Indonesia’s Next Generation of Consumer Brands
Crafting demand-driven D2C brands from zero to scale — powered by world-class product innovation, rapid market validation, and disciplined growth.
About Us
A Modern House of Brands
GRULAB is a fast-growing D2C House of Brands creating and scaling consumer products across health, beauty, F&B, and everyday essentials.
We focus on building brands people love — from product development to nationwide scale — all within one integrated ecosystem.
Our Methodology
A Product-First, Demand-Led Playbook
Every GRULAB brand starts with deep consumer understanding, strong product innovation, and a validation-driven launch framework.
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
Powered by product veterans. Led by marketers.
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
Let’s Build the Next Big Consumer Brand in Indonesia
Whether you’re exploring collaborations, product partnerships, or opportunities to join our ecosystem — we’re ready to create something extraordinary together.