Mayor Promotes Warna Ayu Products

World Vision Indonesia assisted a group of women in Surabaya, East Java to establish Warna Ayu Small to Medium Enterprise (SME). Members of the SME have begun to reap profits, and they dream that this business will be the major source of their income in the future.

The history of Warna Ayu group cannot be separated from World Vision training on batik celup (tie-dying cloth) in 2009. Initially, 25 people joined the training, but only seven people showed great interest in the skill. Later, only five people persisted. The business group began to catch the attention of Surabaya city leaders when the government held a competition on economy heroes and Warna Ayu group participated in the competition.

Hearing about the positive input from the public, including from World Vision National Director Tjahjono Soerjodibroto, Warna Ayu began to use natural colouring in 2011. Nanik, head of Warna Ayu group, says that before using natural colouring, people did not recognize Warna Ayu products as real tie dying cloth.

“Once we began to use natural colouring, people acknowledged our product as tie dying cloth,” says Nanik, explaining that this acknowledgement significantly improves Warna Ayu product sales. Besides selling the tie dying cloth, Warna Ayu also sells products like scarves, bed covers and bags.

In 2012 the group began to sell products in Jakarta, the capital city, through the Trade Ministry and the Cooperatives and Small and Medium Enterprises Ministry.

“Fifty percent of the products being sent to Jakarta were sold out,” Nanik explains.

In 2012, Warna Ayu was selected as an environmentally friendly SME and was asked to accompany Surabaya mayor Tri Rismaharini to make a presentation in Jakarta.

Besides selling its products, Warna Ayu started to teach classes, which many people attended.

“Many people who have learned from us, have also begun to produce tie-dying cloth and they sell their products through Warna Ayu,” says Nanik.

Sometimes there is a tourist ship transiting in Surabaya port, and Warna Ayu group uses the opportunity to sell its products.

“In around two hours, we can earn 2 million rupiahs (USD $200),” says Nanik.

To maintain public interest, Warna Ayu continues to innovate the products they create. The group also dreams of expanding the business to other islands.

“We keep on learning about and observing other company’s products so that we are not lagging behind,” says Nanik, telling her group’s key to success.

*written by Bartolomeus Marsudihardjo