Husky: How to go from startup to one of the leading vape market players in Indonesia in just 18 months
In 18 months, Husky has gone from a startup to a national market leader: from 2 to 1,186 outlets across 20 provinces, turnover growth of 9.7 billion IDR, with an average network expansion rate of 4.6x per year. How the brand achieved exponential growth and the challenges ahead — a detailed analysis in the new article.
Husky: How to go from startup to one of the leading vape market players in Indonesia in just 18 months
How international brands enter the Indonesian market: Husky's experience
Over the past 18 months, the Husky brand has demonstrated unprecedented momentum, becoming one of the fastest-growing players and entering the ranks of leaders in the electronic cigarettes and e-liquids industry in Indonesia.
From local start to national scale
In January 2023, Husky started with only two retail points in the capital and a modest test batch volume. After 18 months, the brand's geography already covers 20 provinces — from Jakarta to the most remote regions of the archipelago. By the end of June 2025, Husky’s network includes 1,186 active retail outlets, showing a 593-fold growth over the analyzed period — enabling the brand to become one of the leading players in a highly competitive national market.
Exponential growth in turnover and network
Husky’s total turnover over 18 months exceeded 9.7 billion Indonesian rupiah. The average annual growth rate of retail points was 4.6x — not just quantitative expansion but the result of a well-thought-out scaling strategy through regional distributors and partner retail networks. This pace placed Husky among the most dynamically developing brands in the industry.
Key success drivers
- Deep localization — Husky was the first to offer the Indonesian market products tailored to local tastes with quality control at every stage.
- Investment in distribution and merchandising — focus on accounting tools, automation, and supply chain transparency.
- Marketing boldness — emphasis on ambassadors, offline campaigns, and industry events.
- Assortment and quality control — new product lines are tested in focus groups and flexibly priced, supporting profitability.
Expertise Conclusion.
Learn More
Market Potential Assessment Plan.
This plan will help determine whether to launch a product in the Indonesian market, what risks and opportunities exist, and which strategies are best to use.
This plan will help determine whether to launch a product in the Indonesian market, what risks and opportunities exist, and which strategies are best to use.
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