On-the-Ground Insights Unlocking Indonesia’s Print Market

From April 9 to 16, 2026, the RT VIP Imaging Expo – Asia 2026 will take place across Thailand, Malaysia, and Indonesia.

As the largest economy in the region, Indonesia is rapidly emerging as a key growth market for the global printing industry. The market is projected to grow by 10.52% year-on-year by 2027, creating significant opportunities for manufacturers, buyers, and solution providers.

To help exhibitors better understand local dynamics, the organizer conducted an in-depth interview with an experienced Indonesian buyer, offering valuable insights into market trends and customer preferences. Today, they are ready to share some on-the-ground insight unlocking Indonesia’s print market.

A Market Veteran’s Perspective

With nearly 15 years of experience in Indonesia’s printing and IT industry, Lendy Partono is a seasoned professional. Before founding PT. Kirana Sakti Komputindo in 2010, he worked at HP, gaining strong expertise in customer service and printing solution management.

Starting as a provider of office printing solutions, his company has evolved into a professional IT system integrator, serving clients nationwide through a network of partners. Its key customer base includes banking and finance, legal firms, manufacturing, oil & gas, education, and other industries, earning a strong reputation in Indonesia’s IT market.

Competition and Opportunity: A Strategic Entry Path

According to Lendy, Indonesia’s printing market is currently dominated by major brands such as HP, Epson, and Canon. Among them, Epson holds a competitive edge in government and large enterprise procurement due to its localized assembly capabilities.

While increasing digitalization and cost pressures are intensifying competition, significant opportunities remain, particularly in the small and medium-sized business (SMB) segment.

Indonesia is home to over 64 million SMBs, contributing more than 60% of the country’s GDP. Unlike large organizations such as banks and hospitals, which follow strict procurement policies, SMBs have fewer restrictions on brands and distribution channels. This makes them an ideal entry point for new players.

Lendy suggests that Chinese manufacturers and emerging brands adopt a step-by-step approach: enter the market with cost-effective, entry-level products to build brand awareness, then gradually expand into higher-end segments.

Product Strategy: Start with Monochrome Printers

Despite ongoing digital transformation, many Indonesian businesses still rely heavily on printed documents, contracts, and invoices. At the same time, the rapid growth of e-commerce, logistics, and packaging industries continues to drive demand for labeling and commercial printing.

Interestingly, Indonesia still lacks a strong, influential domestic printer brand. For companies looking to enter the market, monochrome printers offer an effective starting point. These products are widely used not only by SMBs but also in back-office operations of large enterprises, banking sectors, and the refurbished equipment market.

By leveraging monochrome printers, manufacturers can establish a foothold, build customer relationships, and gradually expand their product portfolio. Lendy also expressed strong interest in collaborating with capable Chinese manufacturers entering the market.