Sealog: How a small start-up is pioneering sustainable logistics in Indonesia
10 Jan 20257 min read
Summary
- Sealog, a Jakarta-based logistics company, is driving Indonesia’s transition to sustainable supply chains through innovative green logistics solutions. Founded in 2010, the company began with rail transport to cut carbon emissions and has since shifted to electric cargo bikes, achieving over 2,300 kg in carbon savings since 2019.
- Its standout innovation lies in custom-designed e-cargo bikes that provide zero-emission, cold-storage-capable deliveries across Jakarta. Operating under a subscription-based model, Sealog partners with major corporate clients such as Decathlon and Chilibeli, ensuring consistent and eco-friendly last-mile delivery services for retail, e-commerce and agritech sectors.
- At the heart of Sealog’s operations are its salaried riders, a model that prioritizes stable livelihoods and reliable service while aligning with Sustainable Development Goals. Looking ahead, the company plans to expand into second-tier cities, tap into Indonesia’s growing green-based industries and leverage railways and advertising opportunities to strengthen its commitment to sustainable growth.
In an era where sustainability has become a focal point for businesses, Jakarta-based Sealog is leading the change towards sustainable supply chains.Mathan Kumar, the Executive Director of Sealog, emphasized the importance of greener supply chains. He stated the necessity of returning the planet to future generations as it was entrusted to us.In an interview with Matthew Parra, a writer at Value Chain Asia, Kumar provided insights into Sealog’s initiatives in delivering green logistics and having sustainable supply chains in Jakarta.
Sealog’s beginnings
Established in 2010, Sealog started its service to reduce carbon emissions through railways. They provided shipping containers from East to West Java, covering around 900 kilometres. Early clients included notable names such as Toshiba and sugar producers.By 2013, Sealog expanded its operations by introducing its trucks. They later shifted to focus on last-mile delivery with their trademark e-cargo bikes.
“
“From that period of time we thought of providing a unique service which can be a sustainable one,” said Kumar “That was when we invented our own cargo bikes and started to provide door to door services to various retail companies.”
Since 2019, Sealog bikes have travelled over 150,000 km in West Jakarta saving 2,300 kg of carbon emissions. This is equivalent to 31.7 flight hours, 33 mature trees, 476 litres of gasoline and electricity to power 1.7 homes for a year.
Sealog’s all-in-one delivery solution
Sealog’s fleet has a variety of bikes and e-bikes. However, its standout feature is the custom-designed electric cargo bikes, which are unmatched by any company in Indonesia and central to sustainable supply chains.These unique bikes are fixed with a cargo box at the front, capable of holding 35 kg of cargo. Powered by 1000-watt hub drives, the bikes can reach up to 50 km per hour and cover a distance of 120 km.The cargo box features thermal insulation and a hygrometer. It provides optimal cold storage and humidity control.These bikes produce zero emissions and are easy to use, making them ideal for urban spaces. They can hold various goods, and their small size enhances visibility, improving safety and ease of locating riders.Their zero-emission output and adaptability for urban spaces make them highly competitive in the industry. The compact design enhances visibility and improves rider safety while delivering goods.In 2024, Sealog started developing new bike models. The latest versions include designs capable of carrying up to 200 kilograms, with cargo boxes mounted at the rear.Beyond selling bikes, the company also reduces emissions with its electric box trucks, which are an essential part of sustainable supply chains. The trucks are provided on a monthly rental basis.Recently, Sealog is also looking to integrate its 20 and 40-foot containers back to its operations. The company is looking to travel through East Java via railway as it once did in 2010.
“
“The railway gives environmental support and reduces Co2 by 300-400 kg per trip. So the railway is much more efficient,” added Kumar. This commitment to sustainability is also seen in Sealog’s diverse service sectors. More than its vehicles, they also provide services directly to businesses strengthening sustainable supply chains.
Sealog’s subscription-based model
Sealog’s business model is unique to any last-mile delivery service. Instead of charging per package, the company offers a monthly subscription mode. Clients purchase a fixed 300-400 kilometres of consumable delivery distance per month.
“
“We work only with the corporate sector, so we always try to take it on a monthly basis. If we go on a per package delivery, either you should work like Grab [and provide] the cheapest service but a faster one which is impossible with bicycles in an Indonesian market.” Kumar added.
Their model offers direct delivery services to companies upon request, enabling them to maintain sustainable supply chains.Sealog primarily serves the e-commerce and agritech sectors. One of its partners is the online shopping platform Chilibeli, which is like Shopee but for fresh food. Its primary products are daily items such as vegetables, fruits, and other grocery items. Sealog handles fresh deliveries from six to nine in the morning to ensure freshness.The company also services clients in the retail furniture and sports sector. In 2022, Sealog partnered with retail sports brand Decathlon Indonesia to offer green delivery services directly to customers in West Jakarta.The partnership was expected to save 200 kg of carbon monthly, with Sealog exclusively delivering Decathlon’s eco-design sports products and contributing to sustainable supply chains.
“
“These are the companies that take on the same-day delivery. So once the riders are there in the store, our riders go wait for the orders then pick it up then delivery. So this is a normal process for the retail sectors because the orders are already there.” says Kumar.
The Sealog riders
At the heart of Sealog’s operations are their riders. Unlike its competitors, Sealog offers a fixed monthly salary, providing financial stability and enhancing service quality.
“
“When it comes to Sealog, we should give our riders a monthly salary. Because giving the whole value is very important. [This approach has been instrumental in attracting customers], as this has enabled us to partner with companies such as Decathlon and Ikea.” Kumar stressed.
To Sealog, a stable monthly salary for the rider was crucial to ensure the rider’s prompt and consistent response, which is vital for sustainable supply chains. This was essential to their operations because they provided a monthly subscription service to companies like Decathlon.This approach has driven up operational costs for Sealog, but the company remains committed to supporting its riders and aligning with the Sustainable Development Goals (SDG).
“
“So when we talk about our SDG goals, this happens to contradict with the cost price because you have to pay a full wage salary for your employees. You cannot pay them on a call service like Grab and other companies. So that leaves the costing price for us to be quite expensive. [Especially] when it comes to the environment[al] perspective in last-mile-delivery.” added Kumar.
A look ahead
“
“So this is where we would like to revamp and modify everything when it comes to the delivery. Because revenue cannot be stuck,” says Kumar.
Looking ahead, Sealog is planning to expand its operations in Jakarta and into second-tier cities like Sumatra. Those cities have growing industries that the green delivery sector can tap into Green-based companies are also some markets Sealog is looking to expand into. According to Kumar, 14,000 to 15,000 companies in Indonesia are registered as green-based. Expanding into these markets aligns with the goals of sustainable supply chains.The company is also looking to enter the advertising sector to boost revenue. This looks like selling ad spaces on its bikes and having dedicated bikes just for advertising space. Sealog also plans to continue leveraging railways to reduce emissions further and support its green initiatives.Sealog’s innovative approach combines technology, sustainability and a deep commitment to community and environmental values. As the world continues to grapple with the impact of climate change, initiatives like Sealog’s sustainable supply chains offer hope and a path toward a more sustainable future.
“
“We get free oxygen and free plants; that’s why I hope leaders in bigger places don’t take all the resources for granted. I hope green delivery will always flourish in all companies,” Kumar ends.
About Sealog
Founded in 2010, Sealog is a Jakarta-based logistics company leading the way in sustainable last-mile delivery. Starting with rail transport, Sealog now focuses on zero-emission e-cargo bikes, cutting carbon emissions by over 2,300 kg since 2019. Serving corporate clients through a subscription-based model, Sealog partners with major brands like Decathlon to deliver eco-friendly logistics solutions across Indonesia. Value Chain Asia is excited about Sealog’s potential to reshape logistics in the region, combining efficiency with eco-conscious solutions.