The company began its commercial operations in August 1972. Hero is Indonesia’s largest supermarket chain with a network of 66 supermarkets, consisting of 44 stores in Greater Jakarta and 22 stores in major regional cities. Supermarket operations account for about 90% of sales complemented by an array of retail formats including convenience stores, mini markets, and pharmacies. The company’s mission is to be the leading modern food retailer in Indonesia in terms of sales and profits, targeting the middle to upper income consumer segments where buying power is greatest. As the economy begins to gather strength, HERO has relatively aggressive expansion plans drawing upon its established brand, a reputation for fresh quality foods, friendly experienced staff, best service, a leading position in category and space management and efficient centralized distribution infrastructure. In 1998 the acquisition of a 32% effective interest in Hero by Dairy Farm International contributed significant international experience and expertise to the local knowledge and insight of Hero’s management as well as recognition of the potential of Indonesia as one of the most attractive growth markets in South East Asia over the medium long term.