Inforial
The Jakarta Post
Jakarta, Indonesia |
Mon, March 13, 2017
| 12:00 am
In the past we have generally been more familiar with the batik
styles of Yogyakarta and Pekalongan. Not many know that South Tangerang,
a municipality located just southwest of Jakarta, has its unique batik
style, which is recent times has been going global. NeltyFariza is the
person responsible for popularizing the South Tangerang batik
Micro, Small and Medium Enterprises (MSMEs) are gaining more respect
as an indispensable driver of the national economy. Their important role
is recognized in the government’s Nawacita program on the independence
of the economy and domestic strategic sectors. In this global era, the
economic independence of local MSMEs is expected to boost the nation’s
competitiveness.
A major feature of MSMEs is their strong reliance on local strength
and potential. This is what Nelty Fariza and Ethy Setiawati, two MSME
industry players from South Tangerang and Jakarta, do in their
persistent creative efforts to develop the local batik industry. Thanks
to their hard work supported by state-owned telcocommunication company
PT Telekomunikasi Indonesia (Telkom), batik today is not only associated
with Surakarta or Pekalongan.
In Love with South Tangerang’s Culture
Nelty’s love of local culture encourages her to be involved in the
batik industry and to popularize South Tangerang batik. She believes
that, with proper promotional campaigns, South Tangerang batik will be
able to compete with the batik of other regions. “We are familiar with
the batik of Central Java and Yogyakarta. Now is the time for people to
get to know South Tangerang batik,” Nelty said.
According to Nelty, South Tangerang batik has its own unique styles, such as
pesona Krakatau (Krakatau charm),
batik benteng(fort batik),
batik badakculasatu (one-horned rhino batik) and
batik RumahBlandongan.
“These patterns are based on the wealth of art and culture of the
Banten Province,” she explained, adding that all of her batik products
are based on South Tangerang and Banten cultures. For example, the
rumahblandonganis an iconic traditional house in South Tangerang. The
pesona Krakatau motif is based on Mt. Krakatau, an iconic tourism site in Banten Province.
The history of South Tangerang batik began in 2004, when the
SekarPurnamamotif was born.
SekarPurnamais a motif with uniquely Banten design. More recently, the name
SekarPurnamabecame a brand of Nelty’s South Tangerang batik creation. The brand’s full name is
SekarPurnamaSouth
Tangerang Ethnic Batik. Due to the uniqueness of the South Tangerang
batik motif, Nelty has traveled abroad many times to promote it.
She has also enjoyed full support from the government. In 2008, when
the Banten provincial government held the National Koran Recital
Competition (MTQ), her batik creations were worn by VIP officials,
including the president and ambassadors of Islamic countries. This was a
personal achievement for her and it brought widespread media attention
to her products.
She said that she targeted the upper-middle class market with the
SekarPurnama batik. “I made it for the middle-upper class, but it is up to the market [who wants to buy them],” she said.
She added that promoting South Tangerang batik was not always easy as
it was less popular than Surakarta batik, for instance. Therefore,
Nelty often participates in exhibitions both in Indonesia and abroad.
“Thanks to Telkom’s support, I often get the chance to participate in
exhibitions,” she said. Due to her participation in numerous exhibitions
and funding assistance from Telkom, South Tangerang batik is becoming
increasingly popular.
Apart from participating in exhibitions, her online shop is also an
effective marketing medium. Nelty says that online marketing is a
necessity in today’s digital world. “At first, I did not quite
understand online marketing, but Telkom through its
RumahKreatif BUMN [State-Owned
Enterprise Creative Home] program provides online business marketing
training sessions. I hope that people can easily find South Tangerang
batik on blanja.com,” Nelty said.
When Nelty is busy promoting South Tangerang batik, EthySetiawati
chooses to develop the Gobang batik style in Jakarta. The design of
Gobang batik features the characteristics of Jakarta as the nation’s
capital with its unique flora and fauna.
Under the banner of ie-osh Batik
, Ethy is continuing
the family business that has existed for generations. With the slogan
“Different & Classy”, she pledges to produce limited quantities of
high-quality batik creations different from other batik products in the
market.
Through producing and selling high-quality Gobang batik,
EthySetiawati says that she hopes she can help preserve Jakarta’s
culture. Ethy routinely provides batik-making training for individuals,
groups and anyone wanting to learn how to produce batik.
“So many Jakartans need to be empowered. Sharing knowledge with
locals in districts and sub-districts is one of my routine activities. I
hope to spread the spirit of entrepreneurship,” Ethy said.
Gobang batik is currently used as the uniform for civil servants in
the Jakarta administration and for students in Jakartan schools.
Ethy’sGobang batik business developed even more after she became a
Telkom partner.
“Ever since I joined Telkom’s program in 2011, I have experienced
many positive changes in my business. Telkom provides me access to
exhibitions in Indonesia and abroad, including in Asia and Europe. Ever
since I participated in the exhibitions with Telkom, my perspective and
networking skills has broadened,” Ethy said.
Beyond that, Ethy said she also acknowledged the importance of online
marketing. “The next step I am preparing with Telom is to develop an
online marketing strategy forGobang batik. I am preparing the products
that will be marketed through the
blanja.com website and application,” Ethy said.
The South Tangerang and Jakarta’s Gobang batik creations were
displayed at “Telkom Craft Indonesia” at Jakarta Convention Center’s
Hall A, Jakarta. Indonesia’s first-ever MSMEdigital handicrafts
exhibition was held byTelkom Indonesia from March 10 to March 12, 2017.
Summary
South Tangerang’s and Jakarta’s Gobang Batik: Gaining fame and going global
In the past we have generally been more familiar with the batik
styles of Yogyakarta and Pekalongan. Not many know that South Tangerang,
a municipality located just southwest of Jakarta, has its unique batik
style, which is recent times has been going global. NeltyFariza is the
person responsible for popularizing the South Tangerang batik
Micro, Small and Medium Enterprises (MSMEs) are gaining more respect
as an indispensable driver of the national economy.
A major feature of MSMEs is their strong reliance on local strength
and potential. This is what Nelty Fariza and Ethy Setiawati, two MSME
industry players from South Tangerang and Jakarta, do in their
persistent creative efforts to develop the local batik industry. Thanks
to their hard work supported by state-owned telcocommunication company
PT Telekomunikasi Indonesia (Telkom), batik today is not only associated
with Surakarta or Pekalongan.
In Love with South Tangerang’s Culture
Nelty’s love of local culture encourages her to be
in the
batik industry and to popularize South Tangerang batik. She believes
that, with proper promotional campaigns, South Tangerang batik will be
able to compete with the batik of other regions. “We are familiar with
the batik of Central Java and Yogyakarta. Now is the time for people to
get to know South Tangerang batik,” Nelty said.
Nelty says that online marketing is a
necessity in today’s digital world. “At first, I did not quite
understand online marketing, but Telkom through its
RumahKreatif BUMN [State-Owned
Enterprise Creative Home] program provides online business marketing
training sessions. I hope that people can easily find South Tangerang
batik on blanja.com,” Nelty said.
When Nelty is busy promoting South Tangerang batik, EthySetiawati
chooses to develop the Gobang batik style in Jakarta. The design of
Gobang batik features the characteristics of Jakarta as the nation’s
capital with its unique flora and fauna.
Under the banner of ie-osh Batik
, Ethy is continuing
the family business that has existed for generations. With the slogan
“Different & Classy”, she pledges to produce limited quantities of
high-quality batik creations different from other batik products in the
market.
Through producing and selling high-quality Gobang batik,
EthySetiawati says that she hopes she can help preserve Jakarta’s
culture. Ethy routinely provides batik-making training for individuals,
groups and anyone wanting to learn how to produce batik.
Beyond that, Ethy said she also acknowledged the importance of online
marketing. “The next step I am preparing with Telom is to develop an
online marketing strategy forGobang batik. I am preparing the products
that will be marketed through the
blanja.com website and application,” Ethy said.
The South Tangerang and Jakarta’s Gobang batik creations were
displayed at “Telkom Craft Indonesia” at Jakarta Convention Center’s
Hall A, Jakarta. Indonesia’s first-ever MSMEdigital handicrafts
exhibition was held byTelkom Indonesia from March 10 to March 12, 2017.
new vocabullary
culture encourages :
budaya mendorong
recently : baru saja
indispensable : sangat diperlukan
acknowledged :
mengakui
involved :
terlibat
pledges :
janji
handicrafts :
kerajinan