In an exclusive interview with Elite+, Sari Meutia, CEO of Mizan Group, shared insights into the journey of Mizan, its resilience through digital transformation and her personal experiences shaping one of Indonesia's leading publishing houses.
Elite+: Mizan has a rich history dating back to 1983. Could you walk us through its beginnings and evolution over the years?
Sari Meutia: Mizan was founded in 1983 by Mr Haidar Bagir, a prominent Muslim intellectual. Initially, we focused solely on Islamic publications, but over time, we expanded to children’s titles, fiction and general interest books. Today, Mizan includes imprints, like Bentang Pustaka, Mizan Publishing and Noura Publishing, each contributing unique voices and narratives to Indonesia’s literary landscape. We also ventured into film production, with our first movie adaptation, Laskar Pelangi.
Elite+: Mizan has adapted impressively to the digital age. How has this transformation impacted your business strategy?
Sari Meutia: Digital marketing has become essential. Before the pandemic, we printed around 65 titles monthly. But now, we focus on digital promotion, which has reshaped our operations. Platforms like Rakata.id allow us to distribute e-books, and we leverage social media, especially TikTok and Instagram, to reach audiences. Yet, this digital shift presents challenges—print runs have reduced significantly, and the revenue from chain bookstores hasn’t matched pre-pandemic levels.
Elite+: What is Mizan’s approach to direct sales?
Sari Meutia: Direct sales are an integral part of our business. Over 20 years ago, we introduced this approach, where a team, mostly women, sell our books through gatherings and community events. They receive commissions and even rewards, like vacation packages or religious pilgrimages to Mecca. Although competition from sectors like skincare is rising, our unique focus on children’s educational packages keeps us connected with families across Indonesia.
_1208310942.jpg)
Photo credit: Mizan Group
Elite+: Mizan is known for publishing diverse content, including general literature and translations. How did this diversification come about?
Sari Meutia: While Mizan’s roots are in Islamic literature, we diversified as we recognised broader interests among readers. For instance, we publish translated works by international authors, including Dan Brown, J.K. Rowling, and Harper Lee. Our imprints have also embraced romance and popular fiction such as the Dilan series, which resonated widely with Indonesian youth.
Elite+: You’ve brought notable authors to Indonesia, including Karen Armstrong. Could you share more about that experience?
Sari Meutia: Bringing Karen Armstrong to Indonesia was a decade-long effort. After years of communication, I travelled to London and persuaded her to visit. When she finally came in 2013, it was a huge success, with huge media coverage and audiences across the country welcoming her. Her presence highlighted the importance of connecting global perspectives with Indonesian readers.
Elite+: Your personal journey with Mizan is inspiring. How did you start in this field?
Sari Meutia: My career with Mizan began as a freelance translator. I joined full-time in 1997 when my first child was one and eventually began overseeing various projects, including children’s literature and educational titles. After eight years, I took a break to pursue my MBA, and then Mr Haidar himself persuaded me to return to work and I came back more committed than ever to contribute to Mizan’s evolving vision.
Elite+: Mizan’s catalog includes not just Islamic-themed books, but also secular literature and educational materials. Could you tell us about the educational approach at Mizan?
Sari Meutia: Education is at the heart of what we do. Beyond religious titles, we saw a need for books on parenting, learning, and creativity, especially for young mothers like myself. You know when I was a young mom, I realized that knowing more about motherhood is a need, and that’s when I began proposing material I liked to read the editorial team. And then, for instance, we introduced Quantum Learning to Indonesia, which became a bestseller. Over the years, we created specific imprints, like Kaifa Learning and Qanita, which focus on educational and parenting themes.
We’ve also embraced inclusive education. Our titles such as One Child, an inspiring story about a young girl, Sheila, overcoming adversity, resonated deeply in Indonesia. As inclusive schools started to open, these stories found even more relevance.
_1311397277.jpg)
Photo credit: Mizan Group
Elite+: How does Mizan balance Islamic values with general content to reach a broader audience?
Sari Meutia: It’s true that our foundation lies in Islamic values, but over time, Mizan has become more diverse. Today, we have imprints that cater to a variety of interests. Bentang, for example, publishes novels and popular literature without an Islamic focus. This balance allows us to serve both our traditional readers and those looking for general or contemporary literature.
Our children's books are another area where this balance is evident. While we publish titles rooted in Islamic teachings such as books on the 25 Prophets, we also have educational titles that appeal to a wider audience. Mizan’s strength lies in the ability to cater to these diverse needs, ensuring there’s something for everyone.
Elite+: The publishing industry has faced significant challenges recently. What are Mizan’s strategies for staying competitive?
Sari Meutia: We’re constantly innovating. The rise of digital marketplaces has changed consumer behaviour, and while it has introduced challenges, it has also created opportunities. We’re actively working on enhancing our digital marketing strategies, engaging more with platforms like TikTok and Instagram to attract younger readers.
Direct sales remain a cornerstone of our strategy, particularly as it gives us a direct connection to readers. Even though we face competition from consumer products, our approach is to focus on quality and relevance. For instance, our children’s book packages are uniquely designed to provide long-term educational value, which sets us apart from other publishers.
_772756224.jpg)
Photo Credit: Mizan Group
Elite+: As someone who has dedicated much of her career to publishing, what do you see as the future of Mizan and the Indonesian publishing industry?
Sari Meutia: The industry is at a turning point, and Mizan’s focus is on embracing both traditional values and digital innovation. We are investing in our younger generation of employees as many of them are Millennials and Gen Z who bring fresh perspectives and digital expertise. This generational shift is essential for our future growth.
Looking ahead, we hope to expand internationally. Indonesian stories have universal appeal, and we’re looking at ways to introduce our books to a global audience. It’s an exciting time for us as we continue our journey while keeping our core values intact.
As Mizan continues its journey, Sari Meutia remains focused on nurturing Indonesia’s literary heritage while embracing the digital frontier, reflecting a balanced blend of tradition and innovation.
Through this exclusive conversation, Sari Meutia’s dedication to Indonesian literature and her commitment to evolving with the times are abundantly clear. Under her leadership, Mizan Group has not only adapted to industry shifts but also upheld a unique blend of traditional and modern values. As the publishing landscape continues to evolve, Mizan’s story is a testament to resilience, innovation and the enduring power of literature to bridge cultures and generations.
