For some, resilience is a skill built over time. For Hendy Ono Djunaedi, it became a way of life, shaped not by comfort, but by upheaval. When he graduated in 1997 with a degree in Banking and Finance, he anticipated a straightforward path into the financial sector. Instead, the Asian Financial Crisis shattered markets and erased job prospects overnight.
Banks were retrenching, not hiring. The degree that once promised stability had suddenly lost its value. Yet, where others saw defeat, Hendy saw possibility. He followed his father into meetings with bankers, suppliers, and lawyers, witnessing firsthand the turmoil of a collapsing economy and the tenacity required to survive it.
That experience became a crash course in real-world economics and crisis management. “The crisis shows that unexpected things can happen in your life, and if it happens, make full use of the situation and move on,” Hendy recalls. The lesson stayed with him: every setback conceals an opportunity, waiting for those bold enough to act.
Building Independence from an Early Age
Hendy’s strength in uncertainty did not emerge by chance. His childhood, spent between Jakarta, Singapore, and Brisbane, taught him independence from a young age. In an era before instant communication, he learned to solve problems creatively and resourcefully.
He credits those early years with shaping his adaptability and openness to collaboration. “That resourcefulness inspired me to think beyond limitations and always look for solutions instead of excuses,” he says.
Entrepreneurship also ran deep in his family. Surrounded by relatives who built businesses from scratch, Hendy inherited optimism from his father and pragmatic courage from his mother. “When an opportunity comes knocking, be brave and seize it,” she often reminded him.
Even as a child, Hendy displayed initiative. He once asked his father, entirely of his own accord, to let him study in Singapore. That early leap into the unknown foreshadowed the mindset that would later define his entrepreneurial journey: bet on growth, step forward, and find your footing along the way.
A Bold Step into Entrepreneurship
When the financial world closed its doors, Hendy joined the family business in lubricants, a decision born of necessity but carried out with discipline. He learned the business from the ground up: selling lubricants, managing projects, and eventually overseeing marketing and supply chain operations for a blending plant.
These years gave him a holistic view of the petrochemical value chain and a clear sense of what customers needed. Yet his true turning point came later, when family circumstances pushed another major decision.
His wife, Ana, and their three children had moved to Singapore for the children’s education. Hendy faced a choice: stay in Indonesia in a comfortable role or move to Singapore and start over from zero. It was a moment fraught with uncertainty. “It was a very hard decision,” he admits. “Do I stay, and what if I fail in Singapore?”
Ana’s unwavering support gave him courage. “You have to make a decision,” she told him. “Either way, I will support you.” With that clarity, Hendy took the leap, and Axis Petrochem Pte Ltd was born.
Building from the Ground Up
The name Axis was chosen deliberately. An axis is a pivot, a connector between points. Hendy envisioned his company as a bridge between global petrochemical producers and lubricant manufacturers across Southeast Asia.
But the beginning was far from easy. In Singapore, few knew who he was. “They were probably thinking, ‘Who is this new guy in town?’” he says. To win trust, he and Ana went door-to-door, introducing themselves and explaining their vision. Persistence paid off when one customer finally acknowledged, “You’re still here.” That simple recognition marked a turning point.
Financial struggles followed. Banks rarely supported startups under three years old, forcing Hendy to grow cautiously and prioritise cash flow discipline. His first major break came through a contact who remembered his reliability and offered him a chance to distribute chemical additives. That opportunity validated his credibility and gave Axis its first foothold.
Even when challenges arose, such as a client returning a faulty product, Hendy refused to shift blame. He bore responsibility, proving that trust is built not in comfort, but in crisis.
Resilience Tested and Rewarded
Axis Petrochem’s philosophy of integrity and consistency became most evident during the COVID-19 pandemic. While supply chains collapsed and opportunistic traders profited from chaos, Axis kept its word. “When we say A, it means we will perform A as promised,” Hendy asserts.
By choosing reliability over profit, Axis emerged stronger after the crisis. Customers who once hesitated now turned to them first. For Hendy, the pandemic echoed the lessons of the Asian Financial Crisis. It is proof that resilience, consistency, and integrity always outlast volatility.
Values as the Foundation
Over time, Hendy distilled his leadership philosophy into four principles embedded in the company’s name:
- Accountability – Own your word and your work. Communicate transparently when challenges arise.
- Excellence – Demand quality and coherence, from product selection to customer engagement.
- Integrity – Keep promises, even when circumstances make it difficult.
- Simplicity – Approach problems with clarity. Avoid overcomplication. Focus on solutions, not theatrics.
These are more than corporate ideals; they’re operating instructions. For Hendy, business is all about trust, and every decision must reflect that foundation.
Innovation, Sustainability, and Adaptation
Hendy’s forward-thinking mindset has always been part of his leadership DNA. Long before remote work became the norm, he was experimenting with digital tools to make Axis more efficient. From early BlackBerry push emails to full cloud integration, he made the company lean, connected, and responsive.
He also recognised the growing importance of sustainability in the petrochemical sector. Axis became an early advocate for Re-refined Base Oil (RRBO), which transforms used lubricants into reusable base oil. “Sustainability is key,” Hendy emphasises. His focus on EV battery coolants also reflects an awareness of where the market is heading.
Even in outreach, Hendy encourages visibility and learning. Axis maintains a presence on platforms like LinkedIn and TikTok, not for publicity’s sake, but to stay open to new conversations and collaborations.
Leadership and Culture
Inside Axis, Hendy fosters a culture of ownership, empathy, and openness. He encourages staff to think like business owners, not employees, and to speak up when processes stall. “Don’t just sit there and wait,” he tells them.
Training and development are central to this philosophy. Product knowledge sessions deepen understanding, build confidence, and strengthen conviction. “At the end of the day, it’s about getting a better understanding of the product so you can sell it better,” he says.
The company culture reflects Hendy’s belief that good people make great enterprises. Birthdays are remembered, ideas are debated openly, and mistakes are treated as lessons. The result is a workplace grounded in mutual respect and shared purpose.
Family, Balance, and Perspective
Despite his demanding role, Hendy prioritises family and personal balance. He jokes about being the “designated Grab driver” for his children, finding meaning in everyday routines. When stress mounts, he turns to simple rituals: walking, talking things through with Ana, or brewing a slow cup of hand-dripped coffee.
These pauses remind him of his purpose, which is to provide a better life for his family and contribute meaningfully to others. He believes that entrepreneurship is not just about profit, but perseverance, humility, and people.
Lessons from Singapore and the Kampung Spirit
For Hendy, Singapore is more than the place where Axis was founded; it’s home. He and his family became Singaporean citizens two years ago, a milestone that deepened his sense of belonging.
He sees parallels between his own journey and Singapore’s evolution over the past 60 years: adaptability, discipline, and community spirit. These values, he says, shape both his leadership and his company’s ethos. “We always collaborate with customers to achieve a common goal,” he says, describing this as a modern expression of the Kampung Spirit, embodying mutual help and shared progress.
His message to young entrepreneurs is clear: “Stay grounded in values, but be bold in vision, disciplined, resilient, and open to innovation.”
Looking Ahead
The road forward for Hendy and Axis Petrochem is one of sustainable growth. The company continues to expand into new markets, focusing on greener products such as RRBO and EV coolants while maintaining its uncompromising values.
Equally important to Hendy is mentorship. Through engagements with students and entrepreneurs, he shares his story candidly, the missteps, the recoveries, and the enduring belief that progress begins with purpose. “Start small, but start now,” he advises. “Momentum is powerful.”
He envisions a future where businesses align success with responsibility, where environmental awareness and integrity go hand in hand. “By showing that it’s possible to start small, face setbacks, and still create impact,” he says, “I hope my journey empowers others to dream and achieve big.”
A Compass for Life
Looking back, Hendy’s journey from crisis to success has been guided by one simple compass: “Just do it and be humble.”
It’s a principle that captures everything – his courage to begin when conditions weren’t ideal, his discipline to endure when progress was slow, and his humility to credit others along the way.
For Hendy Ono Djunaedi, resilience is not an abstract virtue. It is action in motion, steady, grounded, and forward-looking. It is the spirit of enterprise made real.
Website: https://www.axis-petrochem.com/
AUTHOR BIO
ALAN KOH
Alan Koh is the Founder and CEO of Impossible Marketing, a group of companies renowned for hyperlocal marketing strategies tailored to businesses in Singapore. His professional journey began in the banking sector, where he quickly rose through the ranks, garnering eight industry awards in just four years.
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