Facing Economic Recession, Nurinda Prepares a Resilient Business Strategy

A global economic recession was widely anticipated in the near future, prompting businesses across various industries to implement strategies to navigate the challenging economic environment. Among them was PT Nurinda, a manufacturing company specializing in low-voltage electrical equipment, including electrical distribution panels, Active Harmonic Filter panels, distribution substations, solar panels, and other electrical products.

"To maintain business continuity and long-term sustainability, Nurinda has adopted a strategy of optimizing its operations by focusing on more resilient business sectors while remaining within the company's core areas of expertise. Currently, Nurinda is prioritizing sales to the industrial sector, in addition to the utility sector, where the company has already established a strong market presence," Suwardi Setiawan, Director of PT Nurinda, explained to Trustnews.

While continuing to focus on manufacturing low-voltage electrical equipment, PT Nurinda has also expanded its product portfolio into medium-voltage solutions, a market previously dominated by imported products.

These products include medium-voltage cable jointing and termination solutions, which are widely used by PT PLN (Persero) and private developers for medium-voltage electrical cable connections.

Regarding its target market, PT Nurinda remains primarily focused on the domestic market rather than international expansion, as demand for locally manufactured electrical equipment continues to present significant opportunities throughout Indonesia.

Nevertheless, the company recognizes that meeting market demand alone is not sufficient. PT Nurinda also emphasizes the importance of incorporating innovative features into its products to differentiate itself from competitors.

"In this regard, Nurinda ensures that its products incorporate innovations focused on safety and quality through a series of controlled testing procedures conducted in the company's own laboratory," Suwardi Setiawan explained.

In terms of production targets, the company measures its objectives based on the percentage of national market demand it aims to fulfill.

For low-voltage electrical products, PT Nurinda targeted approximately **15% of national market demand in 2023**. This figure was relatively consistent with the company's annual production targets before the COVID-19 pandemic and reflected a conservative approach amid uncertain global market conditions.

Meanwhile, for medium-voltage products, which were still relatively new additions to the company's portfolio, PT Nurinda established a longer-term production target. The company aimed to meet approximately **35% of national demand within the following three years**.

Through these strategic initiatives, PT Nurinda sought to strengthen its business resilience, expand its manufacturing capabilities, and enhance its competitiveness in Indonesia's electrical equipment industry.

*(TN)*