DKSH Malaysia played a pivotal role in helping Kalbe significantly expand its retail distribution network, which directly contributed to a substantial increase in annual sales. Within just three years, Kalbe Malaysia recorded an impressive threefold growth in sales, a testament to the success of this strategic partnership.
Founded in 1966, Kalbe has evolved from a modest garage-based operation into Indonesia’s leading pharmaceutical company. Through a combination of organic growth and strategic mergers and acquisitions, the company has diversified its operations and established itself as a provider of integrated healthcare solutions. Kalbe operates through four main business divisions: Prescription Pharmaceuticals, Consumer Health, Nutrition, and Distribution & Logistics.
Internationally, Kalbe has built a robust presence across ASEAN, Indochina, the Middle East, and Africa, positioning itself as a competitive player in the global pharmaceutical export market.
Challenge
Prior to partnering with DKSH, Kalbe faced challenges in Malaysia due to limited distribution coverage and insufficient support from previous business partners. These gaps hindered their ability to fully penetrate the local market and achieve sustainable sales growth.
Approach
DKSH supported Kalbe’s market expansion through close collaboration with the client’s marketing team to roll out visibility programs, particularly in pharmacy channels. The team also played a pivotal role in managing the Petromart channel (Petronas, BHP, and Caltex Express), driving higher promotional frequency, and enhancing GE and upselling display mechanics. Additionally, DKSH expanded Kalbe’s product assortment by introducing new variants and ranges with targeted accounts, while the eCommerce team grew the presence of Milna and WOODS’ through Pandamart, Shopeemart, and Shopee Live, further boosting brand exposure.
Beyond execution, DKSH added value by optimizing Kalbe’s route to market through a hybrid 4PL and full-service model. A dedicated key account manager worked hand-in-hand with Kalbe on Modern Trade retailers, supported by a mature client management team that oversaw daily operations of the client’s 4PL sales team in the wholesaler channel, ensuring efficiency and seamless business continuity.
Results
The partnership resulted in a more than threefold increase in Kalbe Malaysia’s annual sales, reaffirming DKSH’s strength in driving sustainable brand growth through strategic distribution, effective route-to-market strategy, and retail execution.