From Rp 600,000 Capital, Dewi Brings Garutan Batik to the US Market

A simple desire to remain financially independent into old age was the beginning of Dewi Agustiati’s batik business. The 59-year-old never imagined that an enterprise started with just Rp 600,000 in capital would eventually penetrate the American market. Dewi began her business, named Kaaseeh Apparel, from scratch at her home in Tanjung Barat, South Jakarta, despite having no prior experience in fashion. She recalled that her initial foray into sending batik to America was driven by requests from family and friends. Her main intention was simply to ensure she had an income until the age of 70, without relying solely on her husband’s fluctuating self-employed income. After deciding to start a small business, Dewi conducted lengthy research to determine which types of batik would be accepted in the American market. She discovered that not all batik received a positive response, as the market character in America differed significantly from Indonesia. Certain colours and overly busy motifs were not popular. After experimenting with various types, she found that Garutan batik was the most suitable for the California market. Beyond the motif, she also had to adapt the materials to the local climate, choosing comfortable fabrics like cotton and rayon. While her products gradually gained acceptance in America, Dewi realised that relying solely on that market limited her growth. She then decided to enter the Jakarta market, a move she described as entering a jungle due to the intense competition. Her initial products, designed for the American market, were not immediately accepted locally. Further research revealed that while the American market preferred simple motifs, Jakarta consumers were more interested in batik with bold patterns and striking colours. To navigate this, she joined the Jakpreneur programme and underwent a product curation process at the Jakarta Creative Hub, where her products received an A grade. This opened doors to various exhibitions. Dewi also actively sought opportunities with the state-owned enterprise incubator, Rumah BUMN Jakarta, which led to her selection for the BRIncubator programme. Following a three-month online business development training, she secured a KUR loan of Rp 70 million from BRI to scale up production. She now routinely ships products to America, sending up to two 25-kilogram shipments a month to three customers in San Diego, operating on a wholesale basis. Her gross monthly income can reach around Rp 50 million, though this fluctuates with order volume. Dewi has also expanded her impact by employing three assistants, including two tailors in Cijantung for whom she purchased sewing machines. She stated that her goal is not merely profit but to empower others.