Edwin Cheah

President Director

MR.D.I.Y. Indonesia

Edwin Cheah is president director of MR.D.I.Y. Indonesia, Indonesia’s largest home improvement retailer, where he has led the brand’s growth since its market entry in 2017 into a nationwide network of over 1,400 stores, culminating in its landmark 2024 IPO on the Indonesia Stock Exchange.

Before taking the helm at MR.D.I.Y. Indonesia, Cheah built a diverse marketing and commercial career spanning telecommunications and private equity, including roles as general manager of customer business unit and acquisition at AXIS Telekom Indonesia, and head of marketing, acquisition and communication at Natrindo Telepon Seluler. This grounding in customer acquisition and brand communication continues to shape his approach to scaling consumer brands.

At MR.D.I.Y. Indonesia, Cheah champions a strong customer-centric strategy, ensuring the brand stays relevant to communities across Indonesia while remaining accessible and affordable at scale, a philosophy that continues to guide the company’s nationwide growth.