Deterjen Khusus Mesin Cuci Ramah Lingkungan Berbahan Dasar Lerak sebagai Biosurfaktan

Demographically, Indonesia is a promising potential market. Indonesia has become a main investment target as it has attained the fourth largest population in the world with the potential for vast economic growth. The increase in buying power of the middle class has led to an increase in the demand for detergent products. In addition to the increasing demand of competitive product concepts, increasing population also increases the national detergent market size. The demand for detergents as the primary cleaning agent for clothes will increase due to the increasing population wearing clothes. Unfortunately, expanded use of detergents also creates a greater impact on the environment by creating more water pollution and discarded non-biodegradable packaging waste. The Lerak plant, called the 'soap-nut' in English, naturally grows in Indonesia and has actually been used since the times of the Indonesian Kingdoms as a cleaning agent for clothes, jewelry and armour. The liquid component extract of Lerak (Latin: Sapindus rarak) has a 50% level of surfactant, the active component of detergent. After analyzing the detergent product trend, and in combination with the detergent product character produced from Sapindus rarak, PT. Hijau Biru Nusantara (PT.HBN) will launch a detergent with the brand name “TOSKA”. TOSKA will target the special detergent for the washing machine market by adding environmental friendly differentiation. Looking at the national detergent consumption, the estimated size of the TOSKA market is projected up to 0.359% or about 3,262 tonnes of sales in 2013. Various interesting marketing programmes are designed with a flanking strategy to enter the specific market mentioned. The positioning value carried by TOSKA is “a special environmentally friendly washing machine detergent that guards the colour while cleansing your clothes and is easy to use” in order to reach 55% of the target market in the fifth year(2018). In terms of operations, PT HBN rely on advanced packaging technology that has not yet been introduced in Indonesia. PT HBN produces liquid detergent in one package using water-soluble film that offers practicality in using. This detergent products will be distributed in PT HBN modern and general trade in big cities in Indonesia in year 5 sales. By applying a different operational concept from similar industries, PT.HBN is optimistic on its human resources readiness for each unit functions. This optimism is also applied in keeping the turnover rate below five percent and maintaining a level of active temporary workers below ten percent, as the company PT.HBN will not be labor-intensive. In order to operate the business, PT.HBN require an initial investment at IDR 11,2 billion, which will be projected growing to attain a positive Net Present Value of IDR 20,2 billion on the fifth year. Along the side, PT.HBN is also projected to generate a rate of return up to 30,85% in the next five years compare to the consumer product sector at only around 25.8% rate. This business has its strong positive reason to be conducted as it has fulfilled triple bottom line factors (3P); a promising profit for its investors, an act of empowering Indonesia's local wisdom (people) and the spirit of preserving the environment (planet).