Early Life
Djoko Susanto, originally named Kwok Kwie Fo, was born on February 9, 1950, in Jakarta, Indonesia. He was the sixth of ten siblings. Due to government policies restricting students with Chinese-sounding names, he had to leave school after the first grade. To continue his education, he changed his name.
Rise to Success
At 17, Susanto began managing his parents' food stall in Pasar Arjuna, a traditional market in Jakarta. Initially selling groceries, he later expanded into cigarette sales. His success attracted the attention of Putera Sampoerna, a clove cigarette tycoon. They partnered to open similar stalls, eventually leading to a discount supermarket chain. In 1989, Susanto, with his family, established a trading and distribution company in Jakarta, which would be the foundation for his future retail ventures. In 1999, Susanto ventured into the convenience store sector, launching Alfa Minimart, which was later rebranded to Alfamart. He opened the first branch in Karawaci, Tangerang, Banten. Susanto's strategic move to acquire the retail operations from Northstar in 2005 after Sampoerna sold his cigarette business solidified his control over the Alfamart chain.
Key Business Strategies
Alfamart's success can be attributed to several key strategies. The franchise model allowed for rapid expansion and community engagement. Strategic locations in both urban and rural areas ensured accessibility for customers. Technology and innovation played a key role, including the integration of digital solutions to streamline operations and enhance customer experience. Susanto's ability to adapt and his focus on customer needs have been critical to Alfamart's growth.
Philanthropy
Djoko Susanto has also been involved in philanthropy. Through Alfamart, he has initiated various corporate social responsibility programs aimed at improving education, healthcare, and community welfare.