INDUSTRY.co.id - Jakarta, In the midst of global economic pressures and declining purchasing power, innovation remains the key to survival and growth. ALGA, a bedding manufacturing company that has been established since 1976 and is known as a spring bed pioneer in Indonesia, answers this challenge by launching the first and only ‘sustainable bedding’ product in Indonesia.

Teguh Budiman, President Director, ALGA, at the sustainable bedding launch seminar explained that the new product uses ‘Wisewool’, a premium wool imported directly from New Zealand. This wool is natural and biodegradable, making it an ideal material for eco-friendly products. The collaboration between ALGA and Wisewool marks a new milestone in sustainable product development in the local bedding industry.

“The cooperation between ALGA and Wisewool is the first step towards a greener bedding industry in Indonesia,” said Teguh Budiman, President Director, ALGA.

The philosophy of 'Coming from Nature, Returning to Nature'

Ben Morice, Country Representative for Wisewool Indonesia said, this collaboration is the company's first cooperation with local industries in Indonesia. ALGA was chosen because of the similarity of vision and the relationship established through the New Zealand Trade and Enterprise Organization.

Wisewool is known as a high-quality sheep's wool that when unused can be decomposed back into natural fertilizer for plants. "The philosophy of coming from nature, returning to nature is the basis of this innovation, said Ben.

Meanwhile, Phillip Taula, New Zealand Ambassador to Indonesia, who was present as one of the speakers at the ALGA product launch seminar, expressed his appreciation for this collaboration. He said that this cooperation reflects the increasingly strong bilateral relationship between the two countries, not only in trade, but also in strategic areas such as renewable energy, agriculture, and now - sustainable hospitality.

"Products like this natural wool bedding prove that sustainability and comfort can go hand in hand," said Phillip Taula.

Answering the Needs of the Hospitality Industry

This ‘sustainable bedding’ product is intended to answer the needs of the hospitality industry which increasingly prioritizes natural and environmentally friendly products. The Wisewool wool is delivered in semi-finished form, which has been washed and processed in New Zealand, making it logistically efficient without compromising on quality.

ALGA also adopts a marketing strategy based on the Ingredient Brand concept similar to Intel Inside in the technology industry, where the use of Wisewool becomes the main selling point and symbol of quality for its products.

Market Focus and Economic Challenges

Currently, ALGA is targeting its eco-friendly products to the hospitality segment, especially hotels that emphasize sleep quality and environmental awareness. Going forward, ALGA plans to expand its market to the retail and household segments.

However, challenges remain. The company noted a 30% to 35% decline in purchasing power, mainly due to the government's budget sequestration that affected the hospitality sector.

“We remain optimistic about the recovery trend, especially given the increase in hotel occupancy and the easing of fiscal policy,” Teguh added.

Hope for the Government and the Future of Digitalization

As a local brand that has been around for almost five decades, ALGA hopes that the government will be more active in supporting domestic manufacturing products. According to Teguh, local products are often under-supported compared to foreign products, despite their competitive quality.

"We want local brands like ALGA to be given equal support. Indonesian products also deserve to be appreciated and proud of," Teguh said.

Although it does not yet have a dedicated digital platform, ALGA has been actively utilizing marketplaces and social media. Going forward, digitalization will be the main focus, including the development of super apps and expansion to international markets.

In addition to Wisewool, ALGA also plans to develop products with Indonesian natural materials such as kapok and micro fiber.