Direct Selling in Indonesia: HNI Contributes Rp 963 Billion to National Economy

The direct selling industry in Indonesia plays a strategic role in driving the national economy, with total transaction values reaching Rp 7.08 trillion. Within this sector, network-based businesses, particularly those focused on halal products, have made a substantial contribution.

PT Halal Network International (HNI) stands out as a major player, contributing Rp 963 billion to the national total. This achievement underscores the robust ecosystem and tangible economic impact of the direct selling model in Indonesia. Iqbal Shoffan Shofwan, Director General of Domestic Trade at the Ministry of Trade, emphasized HNI's significant contribution, stating it reflects the reliability of its marketing network and market demand for halal products.

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From Rp 7.08 trillion, Rp 963 billion is HNI's contribution. So significant is direct selling and its context to the contribution in the Indonesian economy.

Shofwan further explained that HNI's business model extends beyond mere retail transactions, incorporating investment in training marketers and developing a tiered distributor network. The government, recognizing this, is committed to safeguarding the direct selling ecosystem to ensure healthy growth and protection from regulatory violations.

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This business model not only relies on retail transactions but also invests in training marketers and forming a tiered distributor network.

Through continuous oversight and legal certainty, the Ministry of Trade aims for the direct selling sector to remain a pillar of domestic consumption and empower millions of independent marketers across Indonesia. HNI's CEO, Agung Yulianto, attributed the company's 14-year success to consumer trust, management's hard work, and collaboration with business partners. He highlighted that HNI's success is not just measured by financial growth but by its role in fostering a loyal consumer base and creating thousands of new entrepreneurs.

Currently, HNI boasts a total membership of 6 million people. Of these, approximately 1 million have made purchases within the last year, and over 300,000 remain consistently active monthly consumers. This demonstrates the company's strong engagement and sustained market presence.

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What we are proud of in these 14 years, first, we must be grateful to Allah SWT, this is not solely the work of management and all leaders, but by the permission of Allah SWT. What needs to be emphasized is not just the growth figures we are proud of.