Pertamina Patra Niaga Boosts SME Development Through Storytelling and Inclusive Approach

Pertamina Patra Niaga is implementing a different strategy to elevate its fostered Micro, Small, and Medium Enterprises (SMEs) so they can compete in both national and international markets. Moving beyond merely highlighting the physical aspects of products, the energy company is focusing on building unique product value through meaningful narratives (storytelling) and an inclusive approach. This was conveyed by VP Community Involvement & Development of Pertamina Patra Niaga, Dian Hapsari Firasati, during a talk show titled ‘Empowering Local Brands’ at the Indonesia Fashion Week (IFW) 2026. She revealed that current consumer trends show an appreciation not just for purchasing products, but also for the story and emotional value behind their creation. This storytelling strategy is key to ensuring that regional craft and fashion products from Pertamina Patra Niaga’s fostered SMEs have more competitive advantages. ‘We are currently focusing on helping business owners build strong storytelling. Fashion or food products may look similar in the market, but the narrative behind them is what makes them different. We insert narrative text on products because consumers and exhibition visitors really appreciate it,’ Dian said. One proof of this strategy’s success was exhibited at the Pertamina Patra Niaga booth, featuring products from an SME named Narita Shibori. She explained that the shibori clothing products have high social value because the detailed embroidery accents are crafted by children with special needs. Additionally, another fostered SME named Dara Baro from Aceh successfully attracted attention at the IFW 2026 fashion show with modern clothing made from upcycled traditional batik, woven fabrics, and songket. On the same occasion, Dian also revealed that Pertamina Patra Niaga places significant attention on community empowerment through SMEs. To ensure that the development programmes reach the right SMEs, the company conducts a rigorous curation and selection process. Dian explained that the main indicators in the curation include business legality, consistency of production capacity to anticipate demand surges, packaging aesthetics, and the communication skills of business owners when presenting their products.