From Rp5 Million in Capital to Thousands of Outlets: The Story of Haidhar Wurjanto Building Es Teh Indonesia
- MEKAR
- Nov 26, 2025
- 2 min read
Who would have thought that a simple drink like iced tea could grow into a business with thousands of outlets across Indonesia? Behind the success of the Es Teh Indonesia brand is a young entrepreneur named Haidhar Wurjanto, who started everything with a small step.
Starting from a Small Booth
The journey of Es Teh Indonesia began in 2018 when Haidhar opened a small booth measuring around 1x2 meters at a culinary exhibition in Kemang Village. His initial capital was relatively modest—around Rp5 million—with a very simple main menu: sweet iced tea.
Despite its simplicity, the booth attracted a lot of attention from visitors. From that experience, Haidhar saw the great potential in a drink that is very familiar to the daily lives of Indonesians.
Entrepreneurial Spirit from a Young Age
Haidhar Wurjanto was born in Christchurch, New Zealand on January 12, 1990. After returning to Indonesia, he continued his education at SMA Negeri 1 Bogor and later studied Management at Institut Pertanian Bogor (IPB).
His interest in business had appeared since he was young. He tried several small ventures, such as selling crepes, phone accessories, prepaid phone credit, and even running a street cart selling fried rice. These experiences helped shape his entrepreneurial mindset before eventually building Es Teh Indonesia.
Innovation That Helped the Brand Grow
As the business expanded, Haidhar began opening more outlets and developing the Es Teh Indonesia brand concept. The initially simple menu gradually evolved into various drink options such as:
milk iced tea
lemon iced tea
red velvet tea
drinks with toppings like boba and Oreo
Marketing strategies that leveraged social media and collaborations with influencers also helped the brand gain wider recognition.
In 2022, Haidhar even appointed Nagita Slavina as CEO of Es Teh Indonesia to strengthen the brand’s positioning in the national market.
Growing into Thousands of Outlets
Through a partnership (franchise) system, Es Teh Indonesia expanded rapidly. By the end of 2022, the brand had more than 1,000 outlets across various cities in Indonesia.
In addition to Es Teh Indonesia, Haidhar has also developed several other culinary businesses such as Foresthree, Reindeer Coffee, and Cakekinian.
Inspiration for Mekar Friends
The story of Haidhar Wurjanto proves that a big business can start from a simple idea. From a small booth at a culinary exhibition, he managed to build a beverage brand that is now widely recognized across Indonesia.
For Mekar Friends who are currently starting a business, this story serves as a reminder that the courage to start, consistency, and innovation are key factors in building a successful business.
