Magani unites tradition with the new; reimagining the traditional batik shirt for the needs of our contemporary society. We combine Indonesia’s rich cultural heritage with the latest innovation in performance wear material to build the ultimate durable and comfortable shirt for the modern Indonesian man who is constantly on the move. 

As we celebrate Indonesia’s heritage, we also celebrate the individuals who are unintimidated by the sweat and hard work required to defy challenges, push boundaries, and move Indonesia forward.

Meet the #MaganiMen who have inspired us that with grit and endurance, there are no limits to what you can achieve. #NOSWEATNOLIMIT

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#MaganiMen - David Hadiputra’s entrepreneurial journey has been shaped by ambition, persistence, and a constant drive to improve. After studying Marketing and Finance in Singapore and gaining experience across sales and different industries, he returned to Indonesia during COVID and began building businesses of his own. From shipping supplies and F&B to eventually leading Link Two Link Indonesia and growing its portfolio of international pet care brands, David’s journey reflects his belief in the power of networking, strong teams, and continuous improvement. For him, building a lasting business is not about chasing trends, but about solving real problems, staying focused, and creating value that grows with the people around him.

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Before leading Link Two Link Indonesia, could you take us back to the beginning of your journey? What was your educational background and professional experience, and how did they eventually lead you into the world of business?

My journey started at the Singapore Institute of Management, where I earned a Bachelor of Business in Marketing and Finance. After graduating, I stayed in Singapore and worked in several roles, including at a law firm and in insurance, where I developed my sales skills by working with many Indonesian entrepreneurs. After COVID made it difficult to continue working with clients in Singapore, I returned to Indonesia and started my first business supplying ropes for the shipping industry. From there, I explored F&B before eventually entering the pet food industry. Looking back, each experience taught me something different and shaped the way I approach business today.

What initially motivated you to pursue a career as an entrepreneur and business leader? Was it something you had always envisioned for yourself?

Becoming an entrepreneur was something I had thought about, although I never knew exactly what business I would build. The opportunity really came along the way. After returning to Indonesia during COVID, I realized that starting a business was the direction I wanted to take. I also discovered that entrepreneurship suited my personality. I consider myself ambitious and visionary, and I believe persistence is essential when building a business.

What was the most valuable lesson you learned when you first started building a business, and one that you still carry with you today?

The most valuable lesson for me has been the importance of networking and sales. You have to be willing to meet people, build relationships, and create opportunities through those connections. Sometimes you meet someone, the chemistry is right, and that relationship eventually leads to a partnership or an entirely new business opportunity. I believe that if you are good at sales, you can sell almost anything and that is an incredibly valuable skill in business.

For those who are new to Link Two Link Indonesia, could you tell us more about what the company does and the vision you hope to build within Indonesia’s pet care industry?

Link Two Link is primarily a pet food brand-building and distribution company. We represent international pet food brands and distribute them through pet shops and retail stores across Indonesia, while also building awareness and positioning for each brand in the local market. We currently work with brands such as Taste of the Wild, Wanpy, and Aatas Cat, among others. The company started in late 2024 and has grown rapidly since then.

Link Two Link represents international brands such as Taste of the Wild, Diamond Naturals, Wanpy, and Aatas Cat. What are the key considerations you look for when choosing which brands to bring to the Indonesian market?

We are very selective about the brands we bring to Indonesia because we want to offer products that genuinely provide quality and value to pet owners. Each brand needs to have a clear strength or point of difference. For example, Taste of the Wild offers novel protein sources such as bison, lamb, salmon, turkey, duck, and venison, giving pet owners alternatives for pets with different nutritional needs or allergies. Aatas Cat offers halal wet food made with real tuna, which is particularly relevant for the Indonesian market. Ultimately, the product has to be genuinely good and solve a real need for pet owners.

In your opinion, what is the biggest challenge in building and growing global brands in Indonesia, where consumer behavior and market characteristics can be very different from their home countries?

The biggest challenge in the beginning is convincing customers and retailers to trust a new brand. Pet shops are often already comfortable selling established products, so we have to give them a reason to take a chance on something new. For us, there are three important elements: the product has to be good, the pricing and discounts have to be attractive, and we need to provide strong support to our retail partners. That can include providing sales promoters and regularly meeting with retailers to find ways to improve their sales. If we help their revenue grow, our revenue grows with it.

The pet care industry has grown rapidly over the past few years. What changes have you seen most significantly in the behavior of Indonesian pet owners, and how is Link Two Link adapting to these changes?

The number of pet owners increased significantly around COVID, as more people began adopting dogs and cats while spending more time at home. What surprised me was how many people adopted multiple pets, sometimes two, three, or even four. I believe the market will continue to grow because people increasingly see their pets as part of the family. In countries such as Japan, Singapore, and China, we can already see how pets have become an important source of companionship and emotional support. Indonesia is moving in that direction as well, which makes the long-term potential of the industry very strong.

Beyond the pet care industry, you have also built F&B businesses such as The Layer and Gaja Chicken. What motivated you to enter such a different industry, and what lessons from those businesses do you still apply today?

My F&B business started from a personal passion for food. When I was studying in Singapore, I really enjoyed Korean fried chicken and initially considered franchising a Korean chicken brand. However, the franchise fee was extremely expensive, so I decided to develop my own concept through research and development. The business initially performed well and even attracted interest from people who wanted to franchise it. But I realized I didn't yet have the proper team and systems to handle that growth. That experience taught me the importance of building a strong team and proper systems, lessons that I still apply to Link Two Link today.

Managing multiple businesses and brands naturally requires different strategies. How do you divide your focus between business strategy, operations, and building your teams?

For me, it starts with having a strong team. I need people I trust who are genuinely good at what they do,  whether that's marketing, finance, or sales. My role is to provide the vision and direction for the company, then monitor and evaluate their performance and find ways to continuously improve it. The second part is building systems. I believe in the principle of Kaizen, or continuous improvement, so we regularly review our performance, identify problems, and find ways to systemize solutions so that we are better prepared when similar problems happen again.

When making important decisions, do you rely more on data, experience, or intuition? Why?

I would say it's a combination of data and intuition, but I always look at the data first. If sales go up, for example, I want to understand why, which customer or pet shop drove the increase, whether there was a campaign behind it, or whether customers simply responded well to the product. The same applies when sales decline. Once I understand the data, I combine that insight with intuition to determine the right strategy and decision.

In your opinion, what separates businesses that are able to stand the test of time from those that simply follow trends?

I believe sustainable businesses start by solving a real and meaningful customer problem. The solution has to address a strong enough need that customers genuinely value it. In pet food, for example, the problem is very clear: people want to provide the best possible food for their pets. When the customer need is strong and your product provides the right solution, the business becomes sustainable. Instead of chasing trends, entrepreneurs should focus on solving meaningful problems.

In an era when more young people aspire to build their own businesses, what is the most common mistake you see young founders or entrepreneurs making?

I think the biggest mistake is a lack of focus. My advice is to have extreme focus, discipline, and delayed gratification. Don't become distracted by thinking too much about how big the business might become or by constantly following whatever is trending. Focus on execution, make the product better, recruit the right people, solve problems, and keep improving. Building a business means dealing with problems continuously, especially in the beginning. The reward may not be visible for months or even years, so you have to stay focused and keep doing the work.

What is the biggest vision you hope to achieve with Link Two Link Indonesia over the next five to ten years?

Our immediate goal is to continue growing the business and reach around Rp100 billion in annual revenue over the next two to three years. We also want to expand our portfolio with more strong brands. For now, however, the focus is simple: build stronger brands, increase revenue, and establish a solid foundation for the future.

As someone working in the industry, how do you see the future of Indonesia’s pet food market? What consumer trends or behavioral changes do you believe will have the biggest impact on the business in the coming years?

I believe Indonesia's pet food industry is still at a relatively early stage compared with markets such as Singapore and China, where there are already many established pet food brands. That means there is still significant room for growth. As Indonesia's pet population continues to increase and more people treat their dogs and cats as family members, demand for quality pet food should continue to grow. For now, our focus is on building a strong foundation in dry food and wet food before eventually expanding into areas such as pet supplements. The opportunity is very strong, but the key is to stay focused and become excellent at one thing before expanding further. 

What does Magani mean to you?

To me, Magani is a brand that brings together two things I value: being active and still looking presentable. I’m someone who enjoys golf, fitness, and sports, but I also meet clients and spend a lot of time in professional settings, so finding something that works for both has always been important to me. Magani gives me that balance, it feels sporty and comfortable enough for an active lifestyle, but still looks formal and polished. I also like that it works well in Jakarta’s heat because the fabric is lightweight and doesn’t feel hot. And beyond the functionality, I think the motifs give it a modern character that works really well for entrepreneurs, millennials, and younger professionals.

Click here to follow David Hadiputra on Instagram.

Click here to follow Taste of The Wild on Instagram.

Click here to follow Wanpy on Instagram.

Click here to follow Aatas Cat on Instagram.

Click here to follow The Layer on Instagram.