INSTIKI's Strategy to Elevate Balinese Prada Fabric Through Digital Transformation
The preservation of Balinese prada fabric is not only achieved by maintaining traditional production techniques, but also by encouraging artisans to adapt to digital technological developments. This mission is being carried out by Institut Bisnis dan Teknologi Indonesia (INSTIKI) through a Community Partnership Empowerment programme funded by the Ministry of Higher Education, Science, and Technology (Kemdiktisaintek). The programme, titled ‘Empowerment of Balinese Prada Fabric Artisans through Digital Transformation of Production Management and Marketing to Increase Cultural Economic Value’, is being implemented together with Agung Prada Bali, a prada fabric SME based in Denpasar. The community service team consists of Theresia Hendrawati as chair, with members Christina Purnama Yanti and Ni Kade Ayu Nirwana. The programme stems from the condition of artisans who possess traditional skills and more than 40 years of business experience, but still face a number of obstacles in production management, finance, branding, and digital marketing.
Team leader Theresia Hendrawati said the digital transformation in this programme is designed to assist artisans without removing the traditional character of Balinese prada fabric. ‘We position technology as a tool for artisans. The core value of prada fabric remains in the skills and culture that have been passed down, while technology helps with record-keeping, production management, branding, and marketing,’ said Theresia. In terms of production and financial management, the team implemented a simple Microsoft Excel-based system. The system is used to help the partner record financial transactions, raw materials, inventory, production output, and calculation of Cost of Goods Sold. The choice of a simple system was made so that the technology is easy to understand and can be used independently by the partner. The system also does not require subscription fees, making it more feasible for long-term use.
In addition to digitalising record-keeping, the team developed a Standard Operating Procedure for Balinese Prada Fabric Production. The SOP serves as a written guide for artisans covering material and motif preparation, work processes, prada application, drying, and finishing and product inspection stages. Transformation was also carried out on the marketing side. The INSTIKI team helped Agung Prada Bali build a logo and visual identity that can be used consistently across various promotional media. Product photography and videography were also undertaken to generate digital content assets. These materials can then be used for social media and digital catalogues.
Team member Christina Purnama Yanti explained that visual strengthening is an important part of introducing prada fabric products to a wider consumer base. ‘Prada fabric has a very distinctive visual strength. Therefore, we help the partner document products better so that motifs, prada details, and product character can be seen optimally when marketed through digital media,’ Christina explained. The team then helped build and optimise Agung Prada Bali’s Instagram account. The partner received training on profile management, uploading photos and videos, conveying product information, and utilising content for marketing.
One of the technological products applied in this programme is a website-based e-catalogue. The e-catalogue was developed to serve as a digital showcase displaying Balinese prada fabric products complete with photos, product names, motifs, sizes, and prices. With the digital catalogue, prospective customers can view product information without having to visit the business location in person. ‘The partner also received training on using the e-catalogue so that they are not merely recipients of technology, but are able to utilise and manage the digital media in their business activities,’ she said.
This community service programme does not only focus on producing digital tools. The team also carried out knowledge transfer through training and mentoring so that the partner is able to operate the technology independently. Programme outputs include an Excel-based production, finance and cost of goods sold management system, a Balinese Prada Fabric Production SOP, logo and visual identity, product photos and videos, the partner’s Instagram account, a website-based e-catalogue, and WhatsApp and Instagram integration.
The community service team views digitalisation not as a replacement for traditional processes, but as a means to strengthen the sustainability of culture-based businesses. Balinese prada fabric, which has long been made through traditional skills, has the opportunity to reach a wider consumer base when supported by good product documentation, consistent visual identity, and digital marketing channels. The programme is expected to help Agung Prada Bali build more structured business governance while opening up broader marketing opportunities, without removing the cultural identity that is the main strength of Balinese prada fabric.