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Online investment paying dividends for Relix owner during crisis

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Award-winning P.T. Central Sarana Pancing – owner of the Relix brand – is seeing dividends from its investment in its online business.

A significant investment in marketing its domestic online business is paying off for Indonesian tackle supplier, P.T. Central Sarana Pancing, owner of the Relix, Carplinq and Catlinq brands.

So while the company’s export business is feeling the effects of the global pandemic, it remains busy developing its local market.

 The manufacturer of reels, lines and other accessories has expanded its digital reach through competitions, sponsored anglers, new product development, a new Relix boutique store in Jakarta, the Indonesian Fishing Tackle Exhibition and expanded social media efforts.

“The result is that our online business has steadily become a big part of our income,” said Sales Director Lucie Henton. “So we are still very busy.

“We are also modernising our premises in the original factory, including the R&D laboratory. And staff can fish and test products in our purpose-built pond stocked full of different species.”

The award-winning company is distributing free Relix masks throughout Indonesia. Owner Rivai Susanto is under no illusions about the impact of the crisis, but remains positive. “The situation is tough for everyone, but the fishing industry is not the worst hit. The hotel and airline industries, for example, have had it much harder,” he told Angling International.

“We believe the proportion of our online business will increase and this will help us exit the crisis in as good a shape as possible.”

The company, founded in 1991, has three factories in different locations in Indonesia. Staff in the manufacturing business have approval to continue working, while those on the distribution side are working partially from home. Trading connections are ongoing, despite some customers being in lockdown.

“It is important to stay together and stay strong,” added Rivai Susanto. “We are doing what we can for our customers. The focus is on managing the short-term challenge. We can then review the situation when the crisis is over.”

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