What is Taisho Pharmaceutical Indonesia?
Taisho Pharmaceutical Indonesia is a pharmaceutical company that manufactures and distributes over-the-counter medications and prescription drugs in Indonesia. The company is a subsidiary of Taisho Pharmaceutical Co., Ltd., Japan’s largest OTC drug manufacturer, which acquired the Indonesian operations from Bristol-Myers Squibb in 2009 for $310 million.
Company Origins and Evolution
PT Taisho Pharmaceutical Indonesia Tbk traces its roots to 1970 when it was established as PT Squibb Indonesia. The company commenced commercial operations in 1972, producing OTC and ethical products for both domestic and export markets. For nearly four decades, the company operated under Bristol-Myers Squibb’s ownership, building a foundation in Indonesia’s pharmaceutical sector.
The ownership transformation occurred in 2009 when Taisho Pharmaceutical Co., Ltd. acquired Bristol-Myers Squibb’s 97.97% stake in PT Bristol-Myers Squibb Indonesia Tbk, along with product registrations, trademarks, land, buildings, and manufacturing assets. This $310 million transaction included rights to major brands like Counterpain, Tempra, Theragran-M, and other pharmaceutical products sold across Indonesia, Thailand, the Philippines, and additional Asia-Pacific markets.
The parent company, Taisho Pharmaceutical, was established in 1912 in Japan and holds over a century of experience in pharmaceutical manufacturing. This acquisition marked Taisho’s strategic expansion into Southeast Asian markets beyond its energy drink business, which had established the company’s presence in the region since the 1960s.
Core Product Portfolio
Taisho Pharmaceutical Indonesia’s product strategy centers on two flagship brands that dominate their respective market segments.
Counterpain
Counterpain represents the company’s most successful topical analgesic product. Launched in 1972, Counterpain is a topical analgesic with a unique formulation containing methyl salicylate, eugenol, and menthol. The product addresses muscle and joint pain, sprains, and sports-related injuries.
Counterpain holds approximately 50% market share in its category in Indonesia. The product line has expanded beyond the original warming cream to include Counterpain Cool, a menthol-based gel variant designed for cooling relief, and Counterpain Patch in both regular and hot formulations.
The company has strategically positioned Counterpain within Indonesia’s active sports culture. Taisho established a collaboration with KONI (Komite Olahraga Nasional Indonesia), the National Sports Committee of Indonesia, to support athletes and improve their performance. Counterpain Cool specifically targets mid-cooling needs during exercise in high-temperature environments, addressing injury prevention concerns among Indonesian athletes.
Tempra
Tempra functions as the company’s primary pediatric fever and pain relief medication. Tempra contains paracetamol as its active ingredient and is available in syrup form with child-friendly flavors. The product addresses fever, headaches, toothaches, and post-vaccination discomfort in children.
Tempra commands approximately 22% market share in Indonesia’s pediatric analgesic-antipyretic segment. The product is close to holding the number one position in terms of market share within its category. The brand’s formulations include drops for infants and syrups for older children, with dosage variations based on age groups.
Additional Products
Beyond the two flagship brands, Taisho Pharmaceutical Indonesia maintains a portfolio of specialty pharmaceutical products including Theragran-M (multivitamins), Kenacort (corticosteroid for oral lesions), Myco-Z and Mycostatin OS (antifungal medications). These products serve niche therapeutic needs while the company focuses primary marketing efforts on Counterpain and Tempra.
Manufacturing and Operations Infrastructure
The company’s manufacturing plant is located at Jl. Raya Bogor Km. 38, Cilangkap, Depok, West Java. This facility serves as the production base for both domestic distribution and export to other Asian markets. The manufacturing facility in Depok employs approximately 160 people.
The Depok facility maintains production capacity exceeding 3 million units per month. Rather than expanding capacity, the company has focused capital expenditures on quality improvements and manufacturing upgrades. This strategic approach prioritizes product excellence over volume growth, reflecting the parent company’s quality-first philosophy.
The company’s headquarters operates from Millennium Centennial Center, 8th floor, Jl. Jend. Sudirman Kav. 25, Jakarta 12920. This central Jakarta location positions the company within Indonesia’s business district, facilitating distribution coordination and corporate operations.
Market Position and Performance
Taisho Pharmaceutical Indonesia occupies a significant position in Indonesia’s OTC pharmaceutical market. The company’s two-product focus strategy has proven effective, with both flagship brands achieving leading or near-leading market positions in their respective categories.
The company’s market approach emphasizes availability and affordability. Management has stated dedication to enhanced availability and affordability to become market leader in the topical analgesic category. This strategy addresses Indonesia’s diverse economic landscape and ensures product accessibility across different consumer segments.
While specific revenue figures for the Indonesian subsidiary vary across sources, the company operates as part of Taisho Pharmaceutical’s broader Asian network. The Indonesian operation contributes to the parent company’s international business segment, which reported sales in the billions of yen annually.
Parent Company Relationship
Taisho Pharmaceutical Co., Ltd., headquartered in Tokyo, operates as Japan’s largest over-the-counter drug manufacturer. The parent company’s extensive history in pharmaceutical development provides the Indonesian subsidiary with research and development capabilities, quality control standards, and access to global pharmaceutical networks.
Taisho’s principal business lines include OTC medicines with brands like Lipovitan-D, Pabron, Colac, Contac, and prescription pharmaceuticals, with clarithromycin representing its most successful prescription product. The Indonesian subsidiary operates primarily in the OTC segment, aligning with the parent company’s core strength.
The 2009 acquisition fit within Taisho’s broader Asian expansion strategy. Taisho had established its Southeast Asian presence beginning in 1963 with the health drink Lipovitan D, and had locally incorporated companies in Hong Kong, Taiwan, Malaysia, Philippines, Indonesia, Thailand, Vietnam, and China. The Bristol-Myers Squibb acquisition accelerated Taisho’s pharmaceutical presence beyond beverages into therapeutic products.
Corporate Mission and Culture
The company’s mission is to contribute to society by creating and offering superior pharmaceuticals and health-related products as well as healthcare-related information and services in socially responsible ways that enrich people’s lives by improving health and beauty.
The company encourages employees to embrace a culture summarized as ‘Change, Chance, Challenge, Charge.’ This philosophy emphasizes adaptability, opportunity recognition, problem-solving initiative, and forward momentum. The cultural framework reflects both Japanese management principles and acknowledgment of Indonesia’s dynamic market environment.
The company engages in corporate social responsibility initiatives. In March 2021, Taisho Pharmaceutical Indonesia entered into a cooperation agreement with Universitas Pancasila, providing CSR grants to support learning activities, research, and community service. This collaboration demonstrates the company’s commitment to contributing beyond commercial operations to education and national development.
Business Activities and Scope
According to the company’s articles of association, business activities encompass developing, registering, processing, producing, and selling chemical, pharmaceutical, and healthcare products. This broad scope allows the company to operate across the pharmaceutical value chain from product development through final distribution.
The company serves both domestic Indonesian markets and export markets throughout Asia-Pacific. This dual-market approach provides revenue diversification and positions the Depok manufacturing facility as a regional production hub for Taisho’s Asian operations.
With Indonesia’s population exceeding 277 million, the company operates in a market with substantial growth potential across the healthcare sector. The large population base, combined with increasing healthcare awareness and rising middle-class purchasing power, creates opportunities for continued expansion of OTC pharmaceutical consumption.
Frequently Asked Questions
Who owns Taisho Pharmaceutical Indonesia?
Taisho Pharmaceutical Co., Ltd., a Japanese company, acquired ownership of the company in 2009. The parent company holds the majority stake, with a small percentage of shares traded publicly in Indonesia.
What are the main products of Taisho Indonesia?
The company’s two flagship products are Counterpain, a topical pain relief cream and gel, and Tempra, a pediatric paracetamol for fever and pain. Additional products include Theragran-M vitamins, Kenacort oral treatment, and antifungal medications.
Where are Taisho Indonesia’s products manufactured?
All manufacturing takes place at the company’s facility in Cilangkap, Depok, West Java, located approximately 38 kilometers from Jakarta on the Bogor highway.
How does Taisho Indonesia differ from other pharmaceutical companies?
The company focuses specifically on OTC medications rather than pursuing a broad pharmaceutical portfolio. This specialization allows concentrated marketing efforts on two major brands while maintaining operational efficiency. The backing of Japan’s largest OTC manufacturer provides quality standards and research capabilities that differentiate the company from purely domestic competitors.
The company continues operating within Indonesia’s expanding pharmaceutical market, maintaining its focus on the two core brands that have defined its identity since the 2009 acquisition. The Depok facility’s role as both a domestic supplier and regional export hub positions the company to serve growing demand across Southeast Asian markets where Taisho has established distribution networks.