This month, I had one of the most unexpected yet fascinating experiences ever. I went to visit a friend at Grand Heaven, a funeral home in Surabaya, second largest city in Indonesia. Her great-grandmother had passed away, and I was there to pay my respects. But as soon as I stepped into Grand Heaven, I wasn’t just paying my respects—I found myself wide-eyed, absorbing every corner of the place like a marketer on a field trip.
Here’s why.
The Moment I Walked In
Imagine entering a funeral home and being greeted like you just arrived at a 5-star hotel. The lobby was elegant, with Italian marble floors and warm lighting. A welcome drink counter offered mineral water, tea, and coffee served in a sleek, hotel-like presentation. OMG 
And then my eyes caught this massive banner near the entrance:
“We always look for the best wedding venue. Shouldn’t we also find the best funeral home for our parents and loved ones—for their final farewell?”
Wow. It hit differently. This was marketing done right—touching an emotional chord yet practical. I couldn’t help but think about how this place breaks every stereotype of funeral homes as cold, somber spaces.
A Marketer’s Perspective: Selling the Unsellable
From a marketing standpoint, funeral services are what we call “unsought products.” These are products people rarely think about—until they absolutely have to. Think insurance, medical services, or, yes, funerals.
But Grand Heaven turned the game on its head. They studied customer behavior in Indonesia and found a specific niche with high purchasing power: families who want nothing but the best when saying their final goodbyes.
Their tagline?
“We Care for Your Loved Ones.”
And they live up to it.
And even they have jingle too:
https://youtu.be/nFkc-yruUAs
Grand Heaven opened in December 2021, but I only visited for the first time in July 2025. The place is huge—around 2 hectares, with architecture inspired by the Parthenon in Greece. As you walk in, there’s even a dome surrounded by statues of the Goddess of Victory. Inside, there are 60 memorial rooms divided into three types:
• President Suite Room (8x40m)
• VVIP Room (4x25m)
• Suite Room (4x19m)
Each room comes with hotel-grade amenities: HD TVs, comfy sofas, dining areas, beds, bathtubs, and showers. There’s even a coffee shop on the second floor with a professional barista.
Oh, and they have a speedboat service for sea burials. Yes, you read that right.
They offer pet cremation btw! Wow
Packages at Grand Heaven start from Rp 6.8 million (~$417) for the Muslim-specific Ar-Raihan package and go up to Rp 74.5 million (~$4,569). But here’s what impressed me most: they even offer installment plans for families to prepare ahead—some with up to 12-month terms. 
Amazing!
Then there’s their Heaven Charity plan (think funeral insurance but beautifully branded). One banner showed a simulation:
“If you’re 30–35 years old, pay Rp 328,800 ($20) per month for 5 years and receive funeral benefits worth Rp 200 million ($12,268).”
I just stood there thinking, “This is superb customer orientation.” 
mind blowing
Respecting All Faiths and Cultures
Grand Heaven also provides modern crematoriums with eco-friendly technology. Their columbarium is divided for Buddhists and Christians, complete with daily prayer services and CCTV monitoring. Prices for urn niches range from Rp 45 million (~$2,759) to hundreds of millions of rupiah.
For Muslim guests, they provide a mosque on the third floor and tailored services.
Why This Stays With Me
What Grand Heaven is doing isn’t just about luxury—it’s about understanding human behavior. They’ve tackled the taboo around discussing death by positioning their service as an act of love and care for family.
Instead of being an afterthought, funeral planning here feels like a thoughtful investment. It’s a masterclass in marketing for unsought products—shifting mindsets from avoidance to preparedness.
As someone who loves analyzing businesses, I left Grand Heaven both amazed and inspired. It’s not every day you see a brand transforming such a sensitive industry with empathy, elegance, and sheer marketing genius.
Sometimes, even in the most unexpected places, we find lessons about customer behavior, branding, and what it means to create value for people when they need it most.
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