PT Nippon Indosari Corpindo, the biggest packaged bread maker in Indonesia and the company behind the Sari Roti and Boti brands, has launched the new Boti Roti Tawar Jumbo. The maker of Sari Roti first launched Boti in Indonesia in 2001 and positioned it as a mass-market packaged bread brand with a focus on the lower income.
Boti Roti Tawar Jumbo is priced at IDR 9,500 (USD 0.68), while the Boti Roti Tawar (450g) is retailed at IDR 7,500. The Boti sweetened breads are each priced at IDR 2,000, while the Roti Bantal or pillow bread for dipping is selling for IDR 5,000 per pack.
Similar for its Sari Roti brand, Nippon Indosari Corpindo is recruiting hawkers on wheels to sell Boti directly to consumers in the traditional channel. Hawker Boti as a program targets both male and female aged 17 to 55.