Who doesn’t know the spicy savory chips from Bandung “Maicih” that happened a few years ago. Its appearance, which now has two versions, has confused its lovers. Yes, “Maicih” and “Maicih For Ichers With Love”.
As it turns out, the two are indeed different and different products. Maicih, which was originally a family business of three brothers Dimas Ginanjar Merdeka, Arie Kurniadi, and Reza Nurhilman, is allegedly experiencing a breakup.
The eldest, Dimas Ginanjar, continues the Maicih business under the CV Maicih banner. Meanwhile, his two younger siblings, Arie and Reza, run Maicih under PT Maicih.
How come? What happened? Check out the full story in the following article.
Maicih Business at a Glance
Maicih is an MSME product from Bandung. These spicy chips have proven that Maicih is not just a viral product that fades when its popularity drops. Until now, it’s not easy to find competitors that have the same achievements as Maicih in terms of both taste and branding.
Maicih comes in several types of products, including cassava chips, basreng chips (fried meatballs), gurilem crackers, seblak chips, instant noodles, and Maicih instant batagor soup. When viewed from the selection of product variations, Maicih is actually quite ordinary, even tending to promote traditional products.
For the logo, the Maicih logo was actually inspired by the mothers who made the spicy chips. The choice of the name Maicih was also based on the uniqueness of the name, which does not yet exist in food products.
For flavor variants, Maicih presents spicy flavor variants with several different levels ranging from level 1 to 10. The spicy level innovation is Maicih’s strategy to attract consumers in the country who like spicy food.
This local brand, popular since the 2010s, continues to grow from a home-based business to a well-known brand. Until now, the name Maicih chips has become familiar to the people of Indonesia.
The product is now widely available everywhere. His creativity and persistence led Maicih to become one of the most famous brands in the country. In addition, products from Maicih have also been exported to foreign countries such as Australia, the United States, Japan, China, and Canada.
Maicih Business Breaks Up
The Maicih business was started as a family between Dimas (first son, Director of CV Maicih), Arie (second son, Minister of Food Maicih), and Reza (youngest son, President of Maicih).
When Maicih was first established, it was sold using a mobile car. However, over time, the sales process switched to utilizing social media and was successful in increasing sales.
As time went by, they had different principles and business directions. Arie and Reza wanted to expand their distribution network, while Dimas wanted to focus on improving product quality.
In 2011, the three brothers decided to run their own business.
Since the split, two different Maicih logos have been born. Dimas went into business with the Maicih logo facing forward under the CV Maicih banner. He immediately registered the “Maicih” brand with the logo in 2011.
As a differentiator, Reza and Arie used the Maicih logo facing sideways under the Maicih flag (PT Maicih) and registered the brand “Maicih For Ichers With Love” in 2014.
In other words, both Dimas’ and Reza & Arie’s brands are currently registered. And both are also raising “Maicih” according to different visions and missions, but are not affiliated with each other.
Dimas said that the division among his family was difficult to reconcile, despite several steps. Communication was no longer running. “I have tried to make peace by coming during the peaceful steps taken by several elders, but my brother (Reza) did not want to come,” he said.
Reza said that the split issue that occurred within Maicih did not hamper the pace of their business. He chooses not to think about the issue seriously and prefers to focus on running the business. “Now I am more focused on running this chips business which is growing in potential,” he said.
It is known that the production and sales of the two Maicih brand producers can be quite abundant. Dimas’ Maicih can produce 5,000-8,000 packs of various types every day, such as gurilem, chips, seblak, and basreng.
Reza’s Maicih can produce 75,000 packs per week with chips, gurilem, and seblak products. The turnover is claimed to have reached Rp4 billion per month.
Legal Provisions Regarding Business Breaks
When it comes to business, there will always be ups and downs. There are risks at every step, especially when doing business with others. Yes, there could be a breakup.
A business split is the process by which a previously united company or business separates into two or more independent entities.
The reasons behind a business split can vary, including differences in vision, strategy, internal conflicts, or the desire to optimize company value.
Regarding the ownership of brand names and logos, Article 1 point 5 of the Trademark Law explains that ownership of a trademark is only owned by the registered trademark owner whose name is included in the trademark register at the Directorate General of Intellectual Property (DJKI).
However, in the event that the joint business is dissolved and the joint trademark wishes to remain owned by each party, the ownership of the mark is determined by mutual agreement of the parties.
Ownership of the trademark can remain jointly owned as long as the registered trademark is registered as owned by both parties. However, it remains to be ascertained how the agreement made by the parties after the breakup of the joint business.
It is also possible, in the event that each party after the breakup still wants to use the same mark, it can be determined that both parties remain the owner of the mark, or one party as the owner of the mark and the other party as the licensee of the mark.
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For KH Pals who are currently running a business together and have the potential to break up, you can consult first with a Legal Contract.
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