Toni Firmansyah (Indonesian businessman)

Toni Firmansyah (born 19 August 1987) is an Indonesian entrepreneur and Muhammadiyah activist. He is the founder and CEO of PT SR12 Herbal Perkasa and the CEO of CMM Group. His company operates in the manufacturing and sales of herbal and skincare products. Within Muhammadiyah, he is Chairman of the MSME Development Agency for the 2022-2027 period.

Early life
Born in Tapan on August 19, 1987, Toni Firmansyah is the third of five children from the marriage of Jafri and Welmiati from Pesisir Selatan. His father is of Malay descent from Nagari Air Haji, while his mother is of Caniago descent from Nagari Tapan. His parents ran a grocery business at the Tapan Market. His eldest brother, Rudi Hariyansyah, served as the Vice Regent of Pesisir Selatan (2021–2023).

Firmansyah began his education at SD Negeri 09 Tapan (1993–1999), then continued to the Modern Integrated Islamic Boarding School (PMT) Prof. Dr. Hamka in Pasar Usang, Batang Anai, Padang Pariaman Regency (1999–2002). After that, he attended SMA Negeri 1 Basa Ampek Balai Tapan (2002–2005). Upon graduating from high school, he pursued a degree in the Department of Pharmacy, Faculty of Pharmacy and Science, Muhammadiyah Prof. DR. Hamka University (Uhamka) Jakarta. After earning his bachelor's degree in pharmacy, he pursued a professional pharmacist program at the same university.

Upon graduating and becoming a pharmacist, Firmansyah worked at R12 Pharmacy as a medication formulator. He entered the pharmacy business during a time of intense competition, which significantly impacted the R12 pharmacy business. He revitalized his brother's pharmacy business by selling his own formulated herbal products.

Career
On October 29, 2015, he founded PT SR12 Herbal Perkasa, focusing on the manufacturing and sales of herbal and skincare products. The name SR12 refers to the R12 Pharmacy, with the addition of the letter 'S' indicating the business expansion into skincare products. R12 refers to the initials of his grandmother's name, Rabaidah, who had 12 children, including Firmansyah's mother.

Under the SR12 Herbal Perkasa brand, Firmansyah's business took off with the establishment of factories, product innovation, and expansion of the marketing network. In less than five years, he built four factories: two in Gunung Sindur, Bogor, on a 4-hectare plot, and additional factories in Kelapa Dua (Depok) and Yogyakarta on a 2,000 square meter area. These factories produce around 150 types of herbal, cosmetic, and skincare products.

Firmansyah expanded his market and distribution network by establishing new companies or acquiring existing ones with strong marketing networks throughout Indonesia. Currently, he oversees eight companies, such as PT Gemilang Ayu Perdana in manufacturing, and several others like PT Bio Nature International, PT Natural Indah Perkasa, and Sinar 12 Bukit Barisan, to handle product distribution and marketing, as well as research and development in production and market expansion.

In 2020, Firmansyah established a holding company named CMM Group. CMM is an acronym of the names of his three children. Within this parent company, Firmansyah serves as the chief executive officer (CEO). As with most of his other companies, he is assisted by his wife, Astrianty Salam.

Firmansyah's business has achieved annual sales revenues in the billions over the past few years.

Social activism
Firmansyah is involved in Persyarikatan Muhammadiyah. His family is dedicated followers of Muhammadiyah. Since 2015, he has been participating in the Economic Council of PP Muhammadiyah. Following the Muhammadiyah Muktamar in Solo (2022), he was entrusted as the Chairman of the SME Development Institute of the Central Leadership of Muhammadiyah for the period 2022–2003.

Personal life
Firmansyah is married to Asrianty Salam, who is from Salatiga, Central Java. They have three children.