Swedish ozone technology gains ground in Indonesia
With a technology that replaces chemicals with ozone, Swedish company Primozone wants to revolutionise water treatment in Southeast Asia.
Swedish company Primozone is making strategic inroads into the Indonesian market with its advanced ozone-based water treatment technology.
– We already had Southeast Asia in our sights. While I was in Jakarta on a business trip, I was introduced to the Swedish Energy Agency and Business Sweden. That’s when we learned about the BAPSEA program. It seemed like a great fit for us, and after returning home, we decided to apply, says Magnus Hammarlund, Sales Manager in Asia for Primozone.
By participating in the Swedish Energy Agency’s Business Accelerator Programme Southeast Asia (BAPSEA), the company has established important contacts, implemented pilot projects and laid the foundation for future business in the region
Replacing Chemicals with Ozone
Primozone develops systems that use ozone, a powerful and clean oxidant to treat water and air. This approach replaces traditional chemicals such as chlorine and hydrogen peroxide, offering a more efficient and environmentally friendly alternative. The company’s technology delivers higher ozone concentration and pressure than many competitors, making it particularly suitable for demanding industrial environments.
– Ozone is much stronger and faster than traditional oxidants and leaves no harmful by-products or bad taste. This makes it ideal for applications with drinking water, wastewater but also in industrial processes, says Magnus Hammarlund.
The benefits of ozone include faster reaction times and the absence of harmful by-products, making it ideal for applications ranging from drinking water purification to wastewater treatment and industrial processes.
Why Indonesia?
Although Primozone had already identified Southeast Asia as a region of interest, it was the new capital city project in Kalimantan that initially drew the company’s attention to Indonesia. A subsequent analysis by Business Sweden confirmed that Indonesia offered the most promising entry point in the region, thanks to its large and growing population, rapid urbanisation, and pressing water management challenges.
The company also noted a strong openness to innovation among Indonesian stakeholders, which reinforced the decision to focus efforts there. Through the BAPSEA programme, Primozone has already conducted pilot tests in three different industries and identified a potential local partner.
Lessons Learned and the Road Ahead
Entering the Indonesian market has not been without its challenges. An early partnership with a local company failed to materialise as expected, highlighting cultural differences in communication and business expectations. Despite this, Primozone has encountered many supportive and forward-thinking individuals, which has helped build a positive foundation for continued engagement.
– This is not a market where you fly in, sign a deal, and leave. It requires presence, follow-up, and a clear business model, says Magnus Hammarlund.
Looking ahead, the company’s immediate goal is to secure its first installation in Indonesia, a local reference project that will serve as a tangible proof of concept. With four potential end users currently in the pipeline, Primozone is optimistic about its prospects in the region.