An open attitude a must when investing in Indonesia

YOUNG companies are rightly looking towards Indonesia to test-bed their business models. In doing so, they open up an opportunity for themselves - they get a head start into expanding into the country, tapping its large population, fast-growing economy and highly digital rising middle class.

However, there are a few things to note when entering the market. The first is that the Indonesian customer is different. What may be seen in Singapore as a premier product, for instance, may not be received as such in Indonesia where tastes are di…