Aroma Tobacco International's Strategy in Enlivening the Hand-Rolled Kretek Market

PT Aroma Tobacco International (ATI) is one of the leading kretek cigarette manufacturers in Central Java, renowned for its unwavering commitment to quality and flavor in every product. This dedication is embodied through a range of innovative offerings that consistently adapt to the dynamic market landscape. Operating within a labor-intensive sector, ATI continues to leverage its role in the industry by introducing bold innovations, most recently with its new releases in the Hand-Rolled Kretek Cigarette (SKT) category. Riding the wave of the growing flavored kretek trend, Aroma Royal Mango and Aroma Royal Coffee were officially launched simultaneously on Friday, July 25, 2025, marking ATI’s agile response to current market demands.

With over a decade of experience in the kretek industry, ATI maintains a careful balance between tradition and innovation. “Innovation must go hand in hand with character and quality. The launch of Aroma Royal Mango and Aroma Royal Coffee is a reflection of our commitment to continuously deliver products that are relevant to evolving consumer tastes—without abandoning the cultural roots of Indonesian kretek, known for its distinctive flavor,” stated Rico Budiman, Director of PT Aroma Tobacco International.

The launch of these two new variants also demonstrates how Aroma continues to explore new taste experiences without compromising the core values on which the company was founded. Amidst a rapidly shifting industry, this move is a meaningful step in Aroma’s long journey to remain relevant while preserving the heritage of kretek as an essential part of Indonesia’s cultural identity.