For foreign manufacturers seeking to enter the Indonesian market, SNI (Standar Nasional Indonesia) certification is a mandatory regulatory hurdle for a wide range of product categories—including electronics, automotive components, building materials, consumer goods, and more.
However, the certification process doesn’t begin with lab testing or document preparation—it begins with appointing an official local representative.
Understanding the role and importance of this representative is essential for a successful, compliant, and risk-managed entry into Indonesia.
What Is an Official Representative in the Context of SNI?
An Official Representative (OR) is a legally registered Indonesian entity that acts on behalf of a foreign manufacturer to apply for and manage SNI certification. Under Indonesian regulation, only local legal entities are permitted to hold SNI certificates.
The OR is not just a point of contact—it is the legal certificate holder, and is responsible for:
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Submitting all documentation to the certification body (LSPro)
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Coordinating product testing, factory audits, and compliance inspections
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Ensuring post-market surveillance and complaint handling
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Acting as the legally accountable party for regulatory and safety issues
Why You Should Choose Your Representative Carefully
Choosing the wrong representative can lead to:
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❌ Loss of control over your certification
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❌ Exposure of sensitive product or technical data
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❌ Certificate “lock-in” with a local distributor or importer
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❌ Difficulties in switching representatives or revoking certificate rights
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❌ Brand reputation risks due to regulatory non-compliance or poor coordination
Strategic Advantages of the Right Official Representation
Appointing a neutral, independent, and experienced OR like Biruni Consulting offers multiple benefits:
1. Protection of Intellectual Property and Brand Ownership
We do not act as your distributor or commercial agent—our role is strictly regulatory. This protects your:
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Technical documentation
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Brand name
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Certification rights
2. Regulatory Expertise and Efficient Execution
Our team is experienced in working with:
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LSPro (Lembaga Sertifikasi Produk)
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The Ministry of Industry and other government agencies
We speak the language, understand the law, and keep you ahead of changes in regulation.
3. Flexibility to Transition
Biruni can serve as your interim OR while helping you establish your own Indonesian entity. Once your company is ready, we assist in transferring the certificate securely and legally.
4. Post-Certification Accountability
We maintain records, monitor compliance deadlines, and ensure that your certification remains valid and surveillance-ready—so your market access is never at risk.
Biruni Consulting: Your Trusted SNI Representative
With over a decade of experience in Indonesian certification and compliance, Biruni Consulting provides:
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✅ Official SNI representation services for foreign manufacturers
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✅ Confidential and legally structured agreements
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✅ End-to-end certification management (from document review to audit support)
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✅ Long-term strategic support, even beyond certification
SNI certification is not just about technical compliance—it’s about choosing the right legal structure and the right partner.
Your Official Representative holds the key to your certification, market entry, and brand protection in Indonesia.
Make sure that key is in the right hands.