PURA Indonesia: Locally Made, Pure as Nature

Written By 
Annisa Puspa Andira

Edited By
Fazrah LR Heryanda

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We only live once, that’s why we think that we can eat whatever we want. In fact, our daily and delivery consumption, from a sweet dish, too-much MSG fried—known it as micin or junk food-is found to be a slow killer. Turn into a blind eye about what we eat actually wouldn’t affect our health is a problematic phenomenon; therefore, PURA Indonesia (@puraindonesia) aims to change those habits by launching a good quality product aligned with its purpose to support a healthy lifestyle.

Engaged in natural spices and food seasoning, PURA Indonesia has been established since 2017 by Johan S. Hermawan & Monica Liando. The initial reason simply because these two were Himalayan Salt consumers. However, thinking about the inefficiency of buying it overseas, they tried to find it in Indonesia which turned out that local Himalayan Salt holds a poor quality. “We did an observation and found it later that Himalayan Salt consists of different grades. So, started from there, Pura is motivated in producing excellent product but also a food grade passed and ISO certified Himalayan Salt,” said Monica.

(Photo source: Pura Indonesia)

“Acknowledging Indonesia is rich in spices and the market potential is also high, we produce another competitive product to break the international markets, emerging Pura Seasoning free the product from MSG, preservatives, artificial flavorings, and additives.”

PURA derived from the word ‘pure’ suggests PURA Indonesia’s value, presenting quality products by choosing the finest and natural-based ingredients. “Our mission has always been creating a product for everyone to enjoy without worrying about what they consume,” told Monica. For that, PURA has put extensive effort to elevate its products by conducting strict procedures in production, from selecting the ingredients, the laboratory testing in the private and third party’s lab, and all to ensure PURA’s quality. All the effort has paid off, making PURA as a local brand with ISO, Kosher, and HACCP (food safety) certified.

"We believe a good brand not only must have strong values but also 'walk the talk’”

(Photo source: Pura Indonesia)

“We believe a good brand not only must have strong values but also ‘walk the talk,’ said Monica. Through its Instagram, PURA Indonesia encourages and educates people through ‘PURA Talks’ featuring some of the nutritionists, food experts, and chefs to share their knowledge related to a healthy lifestyle. With that being said, PURA has succeeded in spreading goodness in society. In its second year, PURA already nominated as the Food Innovation Award by SIAL Interfood, one of the largest food exhibition networks. As for us, the most significant achievement of all is PURA customer’s enthusiasm and trust. Their support has been our reason for giving its utmost best to innovate”, added Monica. That’s the way PURA elevates a healthy lifestyle in Indonesia, both in quality and values.

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