PT Multi Indocitra Tbk (MICE) was founded on 11th January 1990 as a distribution company, mainly for baby products. Currently, the business has expanded to products for pregnant and lactating mothers, skincare products, and household products. Some of the brands are Pigeon and Lock&Lock. The company also developed a marketplace named BabyPapaya.id in 2017. The corporate address is Green Central City Commercial Area 6th floor, Jl. Gajah Mada 188, West Jakarta, while the factories are located in two locations: Cikande, Banten, and Ciawi, West Java.