Best CEOs from Asia 2024 Christ Abraham

A Legacy of Innovation and Excellence in Indonesia’s F&B Landscape

Christ Abraham

Founder & CEO,

Rasa Juara Indonesia

Christ Abraham’s entrepreneurial journey began in high school in his hometown of Bandung, where his passion for innovation and exploration of unconventional ideas first took root. With a dual academic background in business management from Binus University and industrial engineering from Maranatha University, Christ has honed a robust skill set that blends business acumen with technical insight. His previous ventures, Semarak Indonesia and Waroenk Salse, have been pivotal in shaping his approach to entrepreneurship. At Waroenk Salse, Christ’s hands-on role as Chief Everything Officer and Chef provided him with firsthand experience in operations and team dynamics. This role underscored the importance of comprehensive operational management and adaptability. Meanwhile, Semarak Indonesia highlighted the critical need to identify and address genuine market pain points, a lesson that significantly influenced his approach to his current venture. Today, as the founder and CEO of Rasa Juara Indonesia, Christ leverages these experiences to drive the Country: Indonesia Favourite Book: The Winning Attitute by John C. Maxwell Favourite Movie: Action & Comedy Favourite Cuisine: Indonesian Hobby: Singing & Travelling Inspiration/Motivation Quote: You must be very patient, very persistent. The world isn’t going to shower gold coins on you just because you have a good idea. You’re going to have to work like crazy to bring that idea to the attention of people – Herb Kelleher Objective: Create a legacy that inspire people QUICK facts Best CEOs from Asia 2024 18 company’s success. His focus on solving real problems with a dedicated team and efficient operations aims not just to build a successful business but to create a lasting legacy. His journey reflects a commitment to excellence and innovation, setting a high standard for entrepreneurial endeavours and demonstrating his dedication to making a meaningful impact. Speaking with TradeFlock, Christ uncovers his entrepreneurial journey.

What challenges did you face starting Rasa Juara Indonesia, and how did you overcome them?

Starting Rasa Juara Indonesia presented significant challenges, primarily because I struggled with the transition from my tech aspirations to leading a food venture. Initially, I felt discouraged as it didn’t align with my longterm goal of being a tech founder. However, embracing the opportunity allowed me to grow and discover my true self. I learnt to enjoy every moment and nurture Rasa Juara, despite the unexpected path. This experience taught me the value of remaining open to opportunities, even when they seem different from your original plan. Although the journey was often demanding, it ultimately pushed me to reach new heights and find fulfillment.

What leadership principles guide your F&B business decisions?

In leading an F&B business like Rasa Juara, my core principles focus on adaptability, collaboration, and leveraging technology. The fast-paced nature of the F&B industry demands a keen awareness of changes and an ability to swiftly adapt to stay ahead. I emphasise teamwork, ensuring that our vision is shared across all levels to drive collective growth and effective decision-making. Despite being a traditional business, I integrate technology and innovation to enhance our decision-making processes. By combining data-driven insights with intuition, we achieve a balanced approach that supports both strategic and operational excellence.

How do you keep Rasa Juara competitive with new trends and concepts?

To stay ahead of industry trends and keep Rasa Juara competitive, we closely monitor market developments and actively listen to our customers. Understanding their needs and preferences allows us to anticipate trends and stay a step ahead of competitors. We embrace innovative concepts and unconventional ideas, provided they are strategically evaluated to minimise risks. This commitment to innovation is crucial in the fast-moving F&B sector. Additionally, we prioritise strong customer engagement, focussing not just on capturing their business but also on winning their loyalty and affection. This holistic approach ensures that Rasa Juara remains relevant and resonates deeply with our audience.

What growth strategy have you implemented, and how are you adapting it for the future?

At Rasa Juara, implementing a company blueprint has been pivotal for our growth. This strategic framework ensures that all our actions and new ideas align with our core objectives, helping us maintain focus and avoid potential pitfalls from overly ambitious concepts. By adhering to this blueprint, we effectively scale what works and simultaneously explore fresh perspectives to innovate our strategies. We continuously tweak this blueprint to stay relevant in a constantly evolving market. To adapt to future needs, we prioritise staying close to our customers, understanding their changing preferences, and incorporating their feedback into our strategy. This dynamic approach allows us to remain agile and responsive, ensuring that our strategy evolves with market trends and customer expectations.

What drives your passion for starting and growing multiple ventures?

My passion for starting and growing multiple ventures stems from a deep-rooted desire to make a meaningful impact. Growing up in a family where my parents served as pastors instilled in me values of service and making a difference. Since high school, I’ve felt a strong calling to entrepreneurship, driven by a love for tackling challenges and solving problems. The satisfaction of creating something that genuinely helps people fuels my drive. Even though not every venture has succeeded, my commitment to continuous growth and impact keeps me moving forward. I aim to inspire and leave a legacy that motivates others to achieve their potential.