PT Jaya Swarasa Agung Tbk, also known as Tays Bakers (IDX: TAYS), an Indonesian healthy snack producer, encountered challenges in 2023 amid market difficulties, resulting in a correction in its performance. The net sales declined from IDR 332.02 billion in 2022 to IDR 255.59 billion in 2023. Despite the sluggish domestic market, TAYS expanded its presence in export markets with its TRICKS Baked Crisp product, witnessing an impressive 89% increase in sales in 2023. This contributed to a rise in export performance to IDR 67.68 billion during the same period. Alexander Anwar, CEO of Tays Bakers, emphasized the resilience of TAYS amidst the challenging market conditions, stating that despite the subdued demand and market conditions, the company remained proactive in implementing new strategies to maintain its competitive edge. One such strategy involved expanding into export markets, which held considerable potential for growth.
TRICKS products successfully penetrated the Japanese market through Mixio Holdings Incorporated, receiving positive reception and becoming popular. Marketing efforts, including partnerships with the Japanese boy band '7 Men Samurai' and extensive social media campaigns, boosted consumer interest in Japan. In 2024, TAYS aims to improve its performance by expanding its distribution networks both domestically and internationally. The company has restructured and optimized its distribution channels to reach a wider audience within Indonesia, with plans to expand nationally to previously untapped regions. Currently, TAYS products are available in 25,000 retail outlets nationwide, with a target of reaching 100,000 outlets within the next two years. Tays Bakers, established in 1998, initially focused on wafer stick production under the Nitchi brand. Over the years, the company has diversified its product portfolio to include Biscuit & Crackers, Rolled Wafer, Extruded Puff Snack, and Chocolate Confectionary, with TRICKS Baked Crisp emerging as a prominent brand. Tays Bakers has successfully exported its products to various countries, including ASEAN, China, Taiwan, Japan, Korea, Australia, the Middle East, and the United States.

Source: https://www.industry.co.id/read/131758/di-tengah-tantangan-pasar-domestik-tays-lebarkan-sayap-ke-pasar-ekspor