A palm-oil products group serving five continents hired an AI employee — and named him Sultan.
The business
IndoSultan (PT Indo Sultan Jaya) is a vertically integrated palm-oil products manufacturer based in Bekasi, West Java, Indonesia. Founded in 2015, it produces cooking oil, palm fats, soap noodles, finished bar soap and palm-oil derivatives — 180,000 metric tonnes of annual capacity serving more than 1,000 clients in 20+ markets, certified across RSPO, ISCC and Halal MUI.
IndoSultan is the second NeoMind deployment in its group. In October 2024 the company acquired a stake in PT Sunindo Bangun Kersana — the bar-soap manufacturer behind Vascali, whose AI employee already answers export inquiries on vascali.com. Neomeric, the company behind NeoMind, also built indosultan.com — disclosed here as existing-client context.
The problem
A commodity buyer comparing soap-noodle grades doesn’t wait for Bekasi business hours. Inquiries arrive from five continents — grade comparisons, certification documentation, private-label minimums, sample requests — and every hour an answer sits in an inbox is an hour a buyer spends on a competitor’s site. For a B2B manufacturer, the email round-trip was the slowest step between inquiry and quotation.
What they deployed
Simon, NeoMind’s customer-facing AI employee, now runs site-wide on indosultan.com — configured as Sultan, greeting buyers in the company’s own amber as IndoSultan’s digital sales assistant. Its Brain is trained on IndoSultan’s product range, specifications and certifications, so it answers grade, documentation and private-label questions with grounded responses, captures the buyer’s details, and routes sample and quotation requests to the sales team. When a conversation needs human judgement — a price negotiation, a custom formulation, a shipping term — Sultan passes it to a person rather than guessing. It never quotes a price or commits to terms on IndoSultan’s behalf.
The name is the tell: NeoMind agents are hired and briefed like employees, not bolted on like chat widgets. IndoSultan gave its agent a name, its own brand and a job description — the same way it would brief a new hire on the sales desk.
Live today
Sultan went live across indosultan.com in June 2026, answering buyer inquiries around the clock.
Why it worked
One Brain, trained once on the catalogue, answers every inquiry consistently — at 3am in Bekasi or 3pm. And because its sister company had already put an AI employee to work on vascali.com, bringing one onto indosultan.com was a configuration exercise, not an IT project.
This is a deployment story. Before/after results — measured from an instrumented baseline — are added once they’re cleared, never invented.