For foreign manufacturers seeking to access the Indonesian market, SNI (Standar Nasional Indonesia) certification is a legal obligation, not a choice. This national standard ensures that products meet Indonesian safety, quality, and performance benchmarks before they can be distributed or sold locally.
But there’s one critical factor that many international brands overlook:
You cannot obtain SNI certification without a legally appointed Indonesian representative.
Understanding the role of local representation—and selecting the right one—is essential to protect your brand, accelerate market entry, and ensure long-term compliance.
Why Local Representation Is Required
According to Indonesian regulations, only Indonesian legal entities are authorized to apply for and hold SNI certificates. This means foreign manufacturers must either:
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Appoint a local representative to act on their behalf, or
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Establish their own Indonesian company to fulfill the role
This local entity becomes the official certificate holder, legally responsible for:
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Submitting certification documents to the designated LSPro (product certification body)
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Coordinating product testing and factory audits
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Ensuring labeling, distribution, and post-market obligations are met
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Acting as the primary liaison for compliance communications
Common Pitfall: Using Distributors as Representatives
Foreign brands often assign this role to their local distributors. While this seems convenient, it can lead to long-term risks:
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❌ Loss of control over your certificate and market access
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❌ Difficulty revoking rights if the distributor relationship ends
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❌ Exposure of technical data and business-sensitive information
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❌ Conflicts of interest, especially if the distributor handles competing products
A Smarter Solution: Appointing a Neutral Professional Representative
That’s where Biruni Consulting comes in.
We offer independent, neutral, and professional representation services for SNI certification. As your appointed local representative, we:
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Hold your SNI certificate under clear contractual terms
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Do not interfere with your distribution or commercial decisions
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Operate under strict confidentiality and legal protection
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Guide you through every step of the certification process
What Biruni’s Representation Service Includes:
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📄 Document preparation, translation, and submission
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🧪 Coordination with accredited product testing laboratories
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📋 Audit scheduling and regulatory communication
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🏷️ Review of labeling and Bahasa Indonesia compliance
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🔁 Certificate renewal and post-market compliance management
We ensure that your products are not just certified—but also continuously compliant as regulations evolve.
Prefer Full Control? We Also Help You Set Up a Local Entity
If you prefer to manage certification internally, we can help you establish a dedicated Indonesian legal entity (PT) that acts as the certificate holder under your direct ownership.
This option offers:
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Full internal control of the SNI certification process
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Protection of intellectual property and product documentation
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A future-ready platform for distribution, warehousing, or local operations
Why Global Brands Choose Biruni Consulting
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🌐 Trusted by clients in Europe, Asia, and North America
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📜 Deep experience in SNI, ISO, BPOM, and other Indonesian compliance schemes
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🛡️ Confidential and legally structured services
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🏗️ Support from representation to entity formation to certification renewal
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📈 Scalable strategies for short-term compliance or long-term presence
Your local representative holds the legal key to your SNI certification. That key must be placed in trustworthy hands.
By partnering with Biruni Consulting, you ensure your brand is legally protected, your certification is properly managed, and your entry into Indonesia is structured for success.