Jakarta, Indonesia – In a market crowded with well-established bottled water brands, Cleo has carved a distinct identity—pure, modern, and trusted. Far from being a typical water brand, Cleo represents the confluence of innovation, environmental consciousness, and strategic leadership. The force behind it? Indonesian billionaire Hermanto Tanoko.
Cleo is the flagship product of Tanobel, under PT Sariguna Primatirta Tbk (CLEO). Established in 2003, Tanobel was founded with a mission to provide high-quality purified water using advanced nano and reverse osmosis filtration. Unlike many competitors relying on franchising models, Tanobel built its own national distribution network and now operates over 27 manufacturing plants across Indonesia as of 2025.
The brand made headlines not only for its product purity but also for its progressive packaging. In 2012, Cleo introduced two innovations: the Cleo Gallon with Handle—designed for consumer convenience—and Cleo Ecoshape, a BPA-free eco-friendly bottle using less plastic. These advancements earned Cleo continuous Top Brand Awards since 2014.
Behind this success is Hermanto Tanoko, the founder of Tancorp, a diversified conglomerate with interests spanning water, paint, real estate, logistics, retail, and digital ventures. Born in Malang in 1962, Tanoko’s journey from helping at his family’s paint store to becoming one of Indonesia’s top business leaders is nothing short of remarkable.
Before launching Cleo, Hermanto managed a local pharmacy to support his family’s finances. Today, he co-manages Avian Brands, the second-largest domestic paint manufacturer in Indonesia, and leads numerous businesses under Tancorp Global Sentosa and Tancorp Global Abadi.
According to Forbes, Hermanto Tanoko’s net worth in early 2025 was estimated at US$1.9 billion, and by June 20, it surged to US$2.1 billion, elevating him to position #1,785 among the world’s billionaires. This wealth increase is attributed to the rising value of his holdings, especially CLEO and BLES, alongside new ventures in logistics and property in East Java and Kalimantan.
Cleo’s continued growth, rooted in innovation and quality, reflects Hermanto’s commitment to long-term vision over short-term gain. In an industry often driven by scale and price wars, Cleo’s rise is a case study in building premium trust in a mass-market product.
From clean water to clean strategy—Hermanto Tanoko is a name to watch, not just in Indonesia, but in the broader landscape of Southeast Asian enterprise.
