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PT Djarum[1][2][3]
IndustryTobacco industry
Founded21 April 1951; 67 years ago (1951-04-21)
FounderOei Wie Gwan
HeadquartersKudus, Indonesia
Key people
Robert Budi Hartono,
Michael Bambang Hartono
OwnerDjarum Group
Number of employees

Djarum is an Indonesian kretek (clove cigarette) brand/manufacturer founded in 21 April 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.

The products are hand-rolled or machine-rolled kretek, both of which are popular and produced in large quantities. The classic hand-rolled kretek continues to be made by Djarum using older methods of manual rolling by laborers. Machine-rolled kretek, introduced in early 1970, are manufactured in a fully automated process.[5]

Djarum Super was launched in 1981, followed by introduction of Djarum Special in 1983.[6]

While the domestic market for kretek was large, in 1972 the company began exporting hand-rolled kretek to tobacco retailers around the world.[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 Budi Hartono. Its players, such as Liem Swie King and Alan Budikusuma, have won numerous championships for Indonesia.

Since the Family Smoking Prevention and Tobacco Control Act in 2009 banned most flavored cigarettes in the United States, Djarum's clove products are now marketed as "filtered cigars" and are wrapped in tobacco leaf instead of black paper. The tobacco is air-cured, and they are packaged in boxes of 12 instead of 20.[9]


Djarum Black cigarettes


  • Clavo
  • Clavo Premio Filter
  • Djarum King Size
  • Djarum Black
  • Djarum Black Cappuccino
  • Djarum Black Menthol
  • Djarum Black Mild
  • Djarum Black Mild Menthol
  • Djarum Cigarillos
  • Djarum Coklat
  • Djarum Coklat Extra
  • Djarum Coklat Filter
  • Djarum Coklat Retro
  • Djarum Coklat Mild
  • Djarum Istimewa
  • Djarum Istimewa Filter
  • Djarum 76
  • Djarum 76 Filter Gold
  • Djarum Super
  • Djarum Super Mild
  • Djarum Super Mild Black Series
  • Djarum Super Mild Menthol
  • Chief
  • Crystal Special
  • Ultra Special
  • Cobra King
  • Senior
  • Intro
  • Intro Menthol
  • Dos Hermanos
  • Gold Seal
  • L.A. Lights
  • L.A. Lights Menthol
  • L.A. Ice
  • L.A. Fire Freeze
  • L.A. Bold
  • L.A. Cappucino
  • L.A. Vanilla
  • L.A. Mojito
  • L.A. FilteRED
  • Kedai Kopi
  • Kembang Djati
  • Kembang Gading
  • Kembang Madu
  • Kembang Makmur
  • Kembang Sawit
  • Kembang Tanjung
  • Kembang Turi
  • Kotak Adjaib
  • Rudal
  • Warung Kopi
  • Warung Kopi Slim
  • Ten Mild Menthol
  • Relax Mild
  • Fellas Mild
  • Nuu Mild
  • In Mild
  • In Mild Menthol
  • Polo Mild
  • Envio Mild
  • Geo Mild
  • Slic Mild
  • Score Mild
  • Forte Original
  • Forte Lights
  • Forte Menthol


A pack of twelve Djarum Black Cherry clove filtered cigars from the United States.
  • Djarum Bali Hai
  • Djarum Black
  • Djarum Black Bliss
  • Djarum Black Cherry
  • Djarum Black Menthol Supersmooth
  • Djarum Black Supersmooth
  • Djarum Black Vanilla
  • Djarum Cherry
  • Djarum Menthol
  • Djarum Mild
  • Djarum Special
  • Djarum Splash
  • Djarum Super
  • Djarum International
  • Djarum Original
  • Djarum Vanilla
  • Gold Seal
  • LA Lights
  • LA Menthol Lights
  • Spice Island
  • Djarum Classic
  • Djarum Filter
  • Djarum Merdeka
  • The President
  • Djarum Super Compact Size (CS)
  • Djarum Super Mezzo
  • Djarum Supremo
  • Djarum Safari
  • Djarum Black Tea
  • Djarum Black Slimz
  • Djarum Bravo
  • Djarum 76 Twin Pack
  • Djarum Khusus Karyawan
  • Djarum Elite
  • Djarum Emas
  • Djarum Jaya
  • Djarum Nusantara
  • Djarum Prima
  • Djarum Ultra
  • Inspiro
  • Filtra 100s (Defunct)
  • Supra Djirak (Defunct)
  • VIP President (Defunct)
  • Zamrud Mild
  • Premium International
  • Premium One

Product slogans[edit]

  • "CLAVO, Karya Tangan Indonesia" (Clavo) (CLAVO, Indonesia Handiworker)
  • "DJARUM CIGARILLOS, Cara Pas Melepas Rasa Puas" (Djarum Cigarillos)
  • "DJARUM ISTIMEWA, Memang Istimewa" (Djarum Istimewa) (DJARUM ISTIMEWA, Indeed, Special)
  • "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" (2009–2011)
  • "DJARUM BLACK, Upgrade Your Taste" (Djarum Black, 2011–2017)
  • "DJARUM BLACK, Be Unstoppable" (Djarum Black, 2017–present)
  • "Aroma DJARUM BLACK CAPPUCINO" (Djarum Black Cappucino) (Flavor DJARUM BLACK CAPPUCINO)
  • "DJARUM BLACK CAPPUCINO, Cappucino In Your Pocket"
  • "I've Got The Power, DJARUM BLACK MENTHOL" (Djarum Black Menthol)
  • "A Fresh New Look, DJARUM BLACK MENTHOL" (Djarum Black Menthol)
  • "Mild In BLACK, DJARUM BLACK MILD" (Djarum Black Mild)
  • "DJARUM BLACK MILD, Innovative Double Filter" (Djarum Black Mild)
  • "DJARUM BLACK MILD, Now With Power Blend" (Djarum Black Mild)
  • "LA LIGHTS, Lebih Fresh" (1996-2001) (LA LIGHTS, More Taste)
  • "LA LIGHTS, Enjoy Aja" (2002-2010) (LA LIGHTS, Just Enjoy)
  • "LA LIGHTS, Berani Enjoy?" (2011-2013) (LA Lights, Dare To Enjoy?)
  • "LA LIGHTS, Let's Do It!" (2013–2016)
  • "LA MENTHOL LIGHTS, 100% Menthol Alam" (LA Menthol Lights, 100% Natural Menthol)
  • "LA ICE, King Of Ice" (LA Ice)
  • "LA BOLD, Welcome To The Bold

New World" (LA Bold)

  • "LA FilteRED, Full Taste" (LA FilteRED)
  • "DJARUM, Rokok Kenangan Anda" (1980s) (DJARUM, Your Memories Cigarette)
  • "Nikmat Kretek Nikmatnya DJARUM" (1990s) (Delicious Clove Delicious DJARUM)
  • "DJARUM COKLAT, Gurih, Harum, Mantap, Nikmat" (1997-2000) (DJARUM COKLAT Savory, Fragrant, Steady, Scrumptious)
  • "DJARUM COKLAT, Nikmat" (2000-2005) (DJARUM COKLAT, Deliciously)
  • "DJARUM COKLAT, Nikmat Banget" (2005-2006) (DJARUM COKLAT, Very Deliciously)
  • "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" (2008–2014) (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 Endowment) (2014-2016)
  • "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" (1984-1992) (DJARUM SUPER, The Top of Kretek Filter)
  • "DJARUM SUPER, Top Dalam Mutu" (1991-1992) (DJARUM SUPER, The Top of Quality)
  • "DJARUM SUPER, Super Taste For Super People" (1992-1997)
  • "DJARUM SUPER, Lebih Gurih Lebih Nikmat" (1992-1997) (DJARUM SUPER, More Savory More Delicious)
  • "DJARUM SUPER, Yang Penting Rasanya Bung!" (1997-1999) (DJARUM SUPER, Important Taste Man!)
  • "Nikmati Pengalaman DJARUM SUPER" (1999-2005) (Enjoy The Experience DJARUM SUPER)
  • "DJARUM SUPER, My Life My Adventure" (2006–2016)
  • "DJARUM SUPER, I Dare " (2017–present)
  • "DJARUM 76, Selalu Mantap" (1976-1984) (DJARUM 76, Always Delicious)
  • "DJARUM 76, Selalu Mantap Makin Enak Selalu Dicinta" (1984-1991) (DJARUM 76, Always Delicious, More Delicious always beloved)
  • "DJARUM 76, Nikmat Mania" (1991-2002) (DJARUM 76, Delicious Mania)
  • "DJARUM 76, Nikmat" (1998-2001) (DJARUM 76, Deliciously)
  • "DJARUM 76, Selalu Nikmat" (2000-2005) (DJARUM 76, Always Delicious)
  • "DJARUM 76, Yang Penting Heppii ..." (2006–Present)
  • "INSPIRO, Not Mild Full Taste", (Inspiro)
  • "INTRO, Mantap Bro" (INTRO, Steady Bro)
  • "Saatnya RELAX MILD" (Time RELAX MILD)
  • "Semangat Full POLO MILD" (Full Brave POLO MILD)
  • "URBAN MILD, Bukan Soal .... Yang Penting . ..." (2009-2015) (URBAN MILD, Not About ... The Important One ... )
  • "The Taste Of URBAN MILD" (2016–present)
  • "Lets SCORE MILD" (2011-2013)
  • "Dare To SCORE MILD" (2014–present)
  • "SLIC MILD, Jadi Idola! (SLIC MILD, So Idol!)
  • "ACCESS MILD, Buka Jalanmu (2013-present) (ACCESS MILD, Open Your Ways)
  • "GEO MILD, 100% Balance"
  • "ENVIO MILD, Stay Smooth' (2016–present)
  • "CRYSTAL SPECIAL, Gaya Crystal Mantap" (2012–present)
  • "MUSTANG, Mengatasi Segala Tantangan" (MUSTANG, Overcoming All Challenges)
  • "PUSAKA" Pria Suka Pusaka (PUSAKA, Men Like Pusaka)
  • "DJARUM SUPER MILD BLACK SERIES, The Taste That Moves You" (2016–present)
  • "DJARUM COKLAT RETRO, Cara Baru Nikmati Kretek Indonesia" (How New Deleciousing Indonesian Clove)
  • "FORTE, Mighty Tiny (2017–present)


External links[edit]