Dia Selamatkan Sido Muncul dari Kebangkrutan

Sido Muncul

Irwan Hidayat saat menerima penghargaan Corporate Image Award 2017.

Tak banyak produsen jamu yang mampu bertahan hingga saat ini. Mungkin bisa dibilang hanya satu yang mampu bertahan dan berkembang begitu besar yakni Sido Muncul.

Akan tetapi, merek jamu asal Semarang yang didirikan oleh Ny Rakhmat Sulistyo ini juga sempat hampir bangkrut. Utangnya berkali-kali lipat dibanding dengan penjualannya.

Sampai akhir keterpurukan itu berbalik saat usaha keluarga ini diteruskan oleh generasi setelahnya. Salah satu yang berjasa membuat nama Sido Muncul mendunia adalah Irwan Hidayat.

Pria yang kini menjadi Direktur Sido Muncul ini merupakan cucu dari sang pendiri. Dia terbilang memiliki peran dan kontribusi besar dalam tumbuh kembangnya perusahaan.

Seperti apa kisah Irwan Hidayat sosok bayi dalam logo Sido Muncul dalam mengembangkan perusahaan yang hampir bangkrut menjadi perusahaan beromzet triliunan rupiah? Berikut wawancara detikFinance dengan Irwan Hidayat selengkapnya:

Tolong diceritakan awal mula Sido Muncul berdiri?

Saya dari kecil ikut nenek saya karena saya sakit-sakitan sejak bayi. Terus saya ikut nenek saya, dipelihara nenek saya di Yogyakarta. Lalu pada tahun 1949 nenek saya mengungsi ke Semarang karena ada perang di Yogyakarta. Waktu di Semarang nenek saya mendirikan Sido Muncul pada tahun 1951.

Tapi nenek saya sudah mulai usaha jamu sejak tinggal di Yogyakarta. Jamu untuk masuk angin saja diformulasikan sejak tahun 1940-an, hanya saja waktu itu namanya Jamu Tujuh Angin.

Pada tahun 1951 di Semarang beliau mendirikan pabrik jamu terus diberi merek Sido Muncul. Saat itu saya yang dipilih untuk dijadikan logo. Nenek saya anaknya 9, cucunya 46, saya cucu nomor 6. Ibu saya nomor 7 perempuan,

Lalu tahun 1953 orang tua saya pindah dari Yogyakarta ke Semarang. Terus ikut join di situ dengan saham 50%. Pada tahun 1970 ketika nenek saya umurnya 73 tahun Sido Mncul dijual ke orang tua saya. Nenek saya punya pertimbangan dia bilang ya sudah yang punya satu orang saja enggak usah banyak-banyak biar enggak ribut.

Tapi waktu itu Sido Muncul juga masih kecil sekali tidak ada apa-apanya. Bahkan ketika itu utangnya banyak dan perusahaan ini disita. Hanya ada pabrik berukuran 700 meter termasuk tempat tinggal kecil. Utangnya saat itu Rp 46 juta.

Mengapa saat itu Sido Muncul bisa terpuruk seperti itu?

Saya ingar waktu itu penjualannya Rp 800.000 per bulan, tapi utangnya Rp 46 juta. Sejak saat itu saya sudah mulai ikut terjun membantu perusahaan.

Waktu itu saya hanya bantuin, ayah saya meninggal diserahkan ke saya adik-adik saya pada 1994, tapi ibu saya masih memimpin. Kemudian pada 18 Desember 2013 ketika Sido Muncul menjadi perusahaan publik saya adalah CEO pertamanya

Bagaimana caranya membangun perusahaan warisan dari jatuh sampai berkembang besar seperti sekarang?

Pada waktu tahun 70an ketika saya bekerja di Sido Muncul utangnya Rp 46 juta sudah masuk ke panitia piutang urusan negara,. Omzetnya hanya Rp 800 ribu, praktis kita enggak bisa bayar utang. Waktu itu saya punya ide buat pil Amor itu pil untuk wanita, karena dulu yang laku itu jamu kewanitaan. Saya iklankan saya pasang di dua radio di Jakarta. Akhirnya sukses omzetnya dalam waktu 2 bulan jadi Rp 12 juta, jadi dalam waktu 6 sampai 7 bulan utangnya lunas.

Oh iya waktu 1983 saya mempelajari bahwa supaya laku adalah produk yang baik. Maka dari itu saya berusaha perbaiki kualitas. Sejak hari itu saya sadar bahwa produk itu harus baik. Kalau produknya tidak baik percuma walaupun kita mau beriklan mau apa saja percuma. Pokoknya produknya harus baik.

Tapi kita bisa melewatkan masa-masa sulit juga dulu kan Tolak Angin itu dibuat dari bentuknya serbuk halus, lalu pada 1994 saya buat Tolak Angin cair. Dulu jamu bubuk penggemarnya semakin lama semakin berkurang. Saya pikir bagaimana caranya biar orang tetap suka ya saya buat dalam bentuk cair itu.

Jadi Tolak Angin produk Sido Muncul paling lama bertahan?

Iya Tolak Angin. Kemudian tahun 1998 kami mulai mengiklankan dengan tagline Orang Pintar Minum Tolak Angin. Menurut saya semua orang pasti pintar pada bidangnya masing-masing, enggak ada orang bodoh. Tapi pilih produk ya memang harus pintar.

Apa rahasianya Tolak Angin hingga jadi produk legendaris?

Ya khasiatnya, memang saya juga heran kok nenek saya bisa ya menciptakan itu. Lalu kami pada 2000 melakukan uji toksisitas dan uji klinis. Secara umum jamu itu aman, tapi untuk meyakinkan saya ingin membuktikan keamanan produk itu. Sehingga saya lakukan uji toksisitas dan uji klinis. Kami melakukannya dengan Universitas Sanata Dharma Yogyakarta Fakultas Farmasi, terbukti diminum asal sesuai aturan itu selama 212 bulan tidak terjadi kerusakan hati terus iritasi lambung pankreas ginjal usus.

Lalu pada 2004 kita bekerja sama dengan lembaga penelitian Undip Fakultas Kedokteran untuk uji khasiat. Tolak Angin ini terbukti dapat meningkatkan daya tahan tubuh. Karena orang tuh kalau masuk angin adalah tahap awal menurunnya daya tahan tubuh. Jadi kalau itu didiamkan orang bisa kena penyakit. Kalau kalau minum Tolak Angin meningkatkan daya tahan tubuh.

Apa sebenarnya kunci jalankan perusahaan jamu yang saat itu tidak ada perusahaan jamu yang bisa berkembang?

Yang pertama kualitas produknya harus baik. Waktu itu yang kami pertahankan adalah produk yang baik, nama baik, pabrik yang baik. Intinya kalau produknya baik pasti laku. Nggak ada produk yang baik enggak laku, saya ini selalu mengikuti aturan yang ada. Untuk di pabrik kami juga sangat erhatikan dengan lingkungan kami sangat fokus

Lebih mudah mana meneruskan perusahaan warisan atau membangun perusahaan sendiri?

Paling enak yang menerima warisan lebih mudah. Memang mempertahankannya susah nanti generasi setelah saya ini seperti apa. Itu yang menjadi fokus saya. Pertama kami berusaha untuk mengembangkan usaha ini sampai semuanya bisa mendapatkan lapangan pekerjaan. Kami bangun beberapa usaha ada di properti kemudian ada di percetakan, pabrik bahan baku di jamu Sido Muncul. Lalu atur apa pun kurang bagus makanya kami berusaha mengembangkan usaha supaya besar.

Menurut pandangan Anda apakah industri jamu masih bisa berkembang?

Secara umum menurut saya iya, karena masih bisa mendunia. Karena tren minum herbal itu menjadi tren dunia.

Karena kalau obat kan variannya banyak. Nah kalau jamu hanya untuk pegel linu dan masuk angin, sakitnya cuman sedikit dan pemakaiannya jangka panjang. Jadi cara mengobatinya itu beda. Kalau jamu bukan membunuh bakteri tapi meningkatkan daya tahan tubuh.

Kalau tolak linu bukan menyembuhkan sakit, tapi melancarkan peredaran darah supaya asamnya terangkut dan bisa pulih kembali. Jadi kalau masa depannya masih punya peluang.

Ada berita kalau Anda menjual resep rahasia dagang ke Sido Muncul, apa maksudnya?

Ya itu pertimbangan saya kepada investor. Saya khawatir kalau nanti itu dijual ketika semua generasi pertama ini mundur atau sudah meninggal. Nah itu harus diberi kepastian hukum yang harus ada. Kalau tidak kan keluarga kami bisa menjual semua ke mana-mana.

Kami ingin supaya ada kepastian hukum bahwa keluarga kami yang lain nanti generasi-generasi setelah kami tidak akan bisa menjualnya, ini ada kepastian hukum kalau itu adalah menempel dengan Sido Muncul. Saya ingin supaya melindungi Sido Muncul dan investor. detik

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