Garuda Indonesia Colours Magazine January 2020 | Page 109

Business / Interview
Since first joining Adhi Karya in September 2003
as Project Production Manager, Indra Syahruzza N.
has gained broad experience and knowledge
in the world of property.
Due to his experience, in 2016 Indra was appointed
Product Manager for the Department of Transit
Oriented Development (TOD) and Hotel PT Adhi
Karya. In July 2018, this department became a
subsidiary company of Adhi Karya, with the name
PT ACP, and Indra became President Director.
Under his leadership, PT ACP, responsible for
developing quality housing and services along
mass transit routes in Jakarta, has displayed
significant progress, with numerous achievements
in the first year. A number of property products
integrated with mass transportation, in particular
Light Rail Transit (LRT), have successfully
attracted the interest of buyers.
“There are numerous opportunities and
advantages of Lintas Rel Terpadu or Light Rail
Transit (LRT) station areas, which are centres
where users of this transport service gather and
transit in large numbers each day,” says Indra,
who was recognised as Best CEO at the 2017
Indonesian SOE Subsidiary Company awards,
held by Economic Review magazine.
In order to maximise the opportunities of property
saleability in mass transportation centres, Indra
has implemented several key strategies, such
as applying the five principles of residential
development that PT ACP is now famous for.
These are: Walkable, which means the area
can be reached comfortably, cheaply, and easily
on foot or by bicycle; Mixed use, which optimises
the function of land use with convenient access
to and from public services integrated in one area;
Shift and transit, which enables easy changes in
mode of transportation, reducing the use of
private vehicles; Densify, which encourages
vertical growth for land density, resulting in
more compact and functional development; and
Connect, which means an integrated road network.
This one-stop-service concept answers the
residential needs of the modern community.
Designs incorporate a station area that extends
to a plaza and into a commercial area with
residences, cafés, sports centres, and
other lifestyle facilities.
This strategy has succeeded in attracting a flurry
of interest, with eight locations already sold in
the 11 product sites. The rest are still under
development or in the process of obtaining
permits. Popular developments include Gateway
Park Jaticempaka, Eastern Green and The Premier
MTH, which sold 60 per cent of their holdings
within a month of going on the market.
A good product requires strong branding to attract
public interest. Indra works tirelessly to promote
the company’s developments via mass media and
social media, as well
as introducing them directly
to consumers. Marketing
strategies are continuously
researched and refined
to produce the best
formulas, including
those that target the
millennial market.
“It is a sizeable
community, but the
mindset of many is that
they are not interested in
buying property as a personal
asset but prefer to rent instead. This
is why PT ACP also offers condominiums
for millennials to rent,” explains Indra.
Apart from boosting sales, Indra’s main task
is to achieve the target of an IPO in 2020. In
its first year, PT ACP has shown outstanding
achievements. This is largely due to Indra’s
ingenuity in presenting potential products with
a well-designed concept, as well as his managerial
skills that have guided PT ACP from its early
beginnings to the present day.
Strategies include hiring professionals from
outside the institution to provide staff training
and specifically targeting millennial candidates
for roles. Indra’s solution to working through
the differences between
millennials and older
workers is to combine
the strengths of the
generations, allowing them
This one-stop-
to dress as they wish and
service concept
providing a comfortable
space for exploration,
answers the
with an amphitheatre
where staff can gather
residential needs
and interact to share new
of the modern
ideas and innovations.
community.
“Discipline is enforced
among all generations.
The advantage of the
millennial generation is
that they are bright, easily learn new things and are
technologically minded. They lack only the
experience and know-how of the older generation.
That is why they must collaborate,” he stresses.
Indra is a strong advocate of a young workforce for
boosting efficiency. Almost 80 per cent of PT ACP
employees are fresh graduates, who
are given the opportunity to learn more about
property from special experts, invited as
consultants. Another innovation Indra has
introduced is to collaborate with other developers,
managing empty properties and turning them into
hotels, such as Hotel Grandhika-Iskandarsyah
Jakarta. There are two advantages of this business
formula, namely the aspect of investment and the
profit sharing from the hotel operations.
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