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PT Djarum[1][2][3]
Industry Tobacco industry
Founded April 21, 1951
Headquarters Kudus, Indonesia
Jakarta, Indonesia
Key people
Robert Budi Hartono,
Michael Bambang Hartono
Number of employees

Djarum is an Indonesian kretek (clove cigarette) brand/manufacturer founded in April 21, 1951 by Oei Wie Gwan in Kudus, Central Java.


In 1951, Oei Wie Gwan, an ethnic Chinese businessman, bought a nearly defunct cigarette company in Kudus, Central Java known as NV Murup. The brand was called Djarum Gramofon which means 'gramophone needle' he shortened it into Djarum which only means needle. The company's first brand was 'Djarum'. The company was nearly extinct when in 1963 a huge fire destroyed the company's factory which was followed by the death of Oei Wie Gwan. Nevertheless, the new owners - Oei Wie Gwan's children, Budi and Bambang Hartono, took the opportunity to rebuild the company.

Their products are hand-rolled or machine-rolled kretek, both are popular and produced in large quantities. The classic hand-rolled kretek continues to be made by Djarum using age-old methods of manual rolling by their skilled laborers. While their machine-rolled kretek, introduced in early 1970, manufactured in a fully automated process using high-tech machinery.[5]

Come to the mid-1970s The R&D department invented Djarum Special, which first hit the market in 1976, followed in 1981 by Djarum Super.[6]

While the domestic market for their kretek was large, in 1972 they began exporting handrolled kretek to tobacco retailers around the world, from Japan to the Netherlands and the United States.[7] Budi and Bambang Hartono diversified the company's activities outside of cigarette manufacturing.

After the 1997 Asian financial crisis, the company became a part of a consortium which bought Bank Central Asia (BCA) from BPPN, BCA is the largest private bank in Indonesia and was formerly a part of the Salim Group. Presently the majority stake of the bank (51%) is controlled by Djarum.[8] In 2004 the Djarum Group acquired a 30 year BOT contract from the government to develop and renovate Hotel Indonesia in Jakarta under the Grand Indonesia superblock project.

The Djarum badminton club (PB Djarum) was founded in 1974 by company CEO Budi Hartono. Its players such as Liem Swie King and Alan Budikusuma have won numerous championships for Indonesia.


Djarum Black cigarettes


  • Djarum Super
  • Djarum Mild
  • Djarum Super Mild
  • Djarum Black
  • Djarum Black Menthol
  • Djarum Black Mild
  • Djarum Coklat
  • Djarum Coklat Istimewa
  • Djarum 76
  • Djarum 76 Fil... Gold
  • Djarum Istimewa
  • L.A. Lights
  • L.A. Lights Menthol
  • L.A. Ice
  • Djarum Clavo
  • Djarum Clavo Premio Filter
  • Dos Hermanos
  • Cigarillos
  • Gold Seal
  • Crystal Special
  • Ultra
  • Viper
  • Mustang
  • Intro


  • Djarum Black
  • Djarum Black Supersmooth
  • Gold Seal
  • Djarum Cherry
  • Djarum Black Bliss
  • Djarum Black Menthol Supersmooth
  • Spice Islands
  • L.A. Lights
  • L.A. Menthol Lights
  • Fellas Mild
  • Envio Mild
  • Geo Mild
  • In Mild
  • Ten Mild
  • Access Mild
  • Polo Mild
  • Hits Mild
  • Score Mild
  • Slic Mild
  • Djarum Splash
  • Djarum Super
  • Djarum Vanilla
  • Djarum Bali Hai
  • Djarum Menthol
  • Djarum Special
  • Djarum Lagunas

Discontinued Lines[edit]

  • Djarum Classic (Defunct)
  • Djarum Filter (Defunct)
  • Djarum Merdeka (Defunct)
  • The President (Defunct)
  • Djarum Super CS (Defunct)
  • Djarum Super Mezzo (Defunct)
  • Djarum Black Tea (Defunct)
  • Djarum Black Slimz (Defunct)
  • Inspiro (Defunct)
  • Filtra 100s (Defunct)

Product Slogans[edit]

  • "CLAVO, Karya Tangan Indonesia" (Clavo) (CLAVO, Indonesia Handiworker)
  • "Saat Saat Istimewa DJARUM ISTIMEWA" (Djarum Istimewa) (Special Moment DJARUM ISTIMEWA)
  • "DJARUM ISTIMEWA, Memang Istimewa Mantap Berkelas" (Djarum Istimewa) (DJARUM ISTIMEWA, Indeed Special Steady Class)
  • "DJARUM CLASSIC, Rayakan Saat-Saat Puas" (Djarum Classic) (DJARUM CLASSIC, Celebrate the Moment Satisfied)
  • "DJARUM BLACK, Full Of Imagination" (2000-2005)
  • "Think Black, DJARUM BLACK" (2005-2009)
  • "Black It Is DJARUM BLACK" (2009-present)
  • "Aroma DJARUM BLACK CAPPUCINO" (Djarum Black Cappucino) (Flavor DJARUM BLACK CAPPUCINO)
  • "I've Got The Power, DJARUM BLACK MENTHOL" (Djarum Black Menthol)
  • "DJARUM BLACK MILD, Innovative Double Filter" (Djarum Black Mild)
  • "LA LIGHTS, Enjoy Aja" (1999-2010) (LA LIGHTS, More Enjoy)
  • "LA LIGHTS, Berani Enjoy?" (2011-2013) (LA Lights, Dare To Enjoy?)
  • "LA LIGHTS, Let's Do It!" (2013-present)
  • "LA MENTHOL LIGHTS, 100% Menthol Alam" (LA Menthol Lights, 100% Natural Menthol)
  • "LA MENTHOL, King Of Ice" (LA Menthol Lights)
  • "DJARUM, Rokok Kenangan Anda" (1980s) (DJARUM, Your Memories Cigarette)
  • "Nikmat Kretek Nikmatnya DJARUM" (1990s) (Delicious Clove Delicious DJARUM)
  • "DJARUM COKLAT, Nikmat" (2000-2005) (DJARUM COKLAT, Deliciously)
  • "DJARUM COKLAT, Nikmat Banget" (2005-2006) (DJARUM COKLAT, Truly Remarkable)
  • "DJARUM COKLAT, Yang Bikin Enak Kita Juga" (2006-2007) (DJARUM COKLAT, That makes Delicious we Also)
  • "DJARUM COKLAT, Hidup Berkarya Hidup Puas" (2007-2008) (DJARUM COKLAT, Life Work Life Satisfied)
  • "DJARUM COKLAT, Pilihan Tepat" (2008-Present) (DJARUM COKLAT, The Right Choice)
  • "100% Baru, BARU DJARUM COKLAT EXTRA" (Djarum Coklat Extra) (100% New, NEW DJARUM COKLAT EXTRA)
  • "Ini Baru, BARU DJARUM COKLAT EXTRA" (Djarum Coklat Extra, Billboard) (This Is New, NEW DJARUM COKLAT EXTRA)
  • "DJARUM COKLAT, Anugerah Alam Indonesia" (Djarum Coklat) (DJARUM COKLAT, Indonesian Natural Endownment)
  • "DJARUM SUPER MEZZO, Zzo Mild" (Djarum Super Mezzo)
  • "DJARUM SUPER MILD, Pleasure Style Confidence" (Djarum Super Mild)
  • "DJARUM SUPER, Nuansa Kebanggaan" (1980-1983) (DJARUM SUPER, Nuance Of Pride)
  • "DJARUM SUPER, Topnya Kretek Filter" (1984-1991)
  • "DJARUM SUPER, Super Taste For Super People" (1991-1997)
  • "DJARUM SUPER, Lebih Gurih Lebih Nikmat" (1991-1997) (DJARUM SUPER, More Savory More Delicious)
  • "DJARUM SUPER, Yang Penting Rasanya Bung!" (1997-1999) (DJARUM SUPER, Important Taste Man!)
  • "Nikmati Pengalaman DJARUM SUPER" (1999-2006) (Enjoy The Experience DJARUM SUPER)
  • "DJARUM SUPER, My Life My Adventure" (2006-present)
  • "DJARUM 76, Selalu Mantap" (1976-1984) (DJARUM 76, Always Steady)
  • "DJARUM 76, Selalu Mantap Makin Enak Selalu Dicinta" (1984-1991) (DJARUM 76, Always Steady, More Delicious always beloved)
  • "DJARUM 76, Nikmat Mania" (1991-2001) (DJARUM 76, Delicious Mania)
  • "DJARUM 76, Nikmat" (2002-2004) (DJARUM 76, Deliciously)
  • "DJARUM 76, Selalu Nikmat" (2004-2007) (DJARUM 76, Always Delicious)
  • "DJARUM 76, Yang Penting Heppii..." (2007-Present)


External links[edit]