Pertamina Patra Niaga Elevates SMEs Through Inclusive Storytelling and Curation

Pertamina Patra Niaga is adopting a new strategy to elevate its fostered small and medium enterprises (SMEs) by focusing on inclusive storytelling and strict curation, rather than just product display. The approach aims to build unique value and competitiveness for local brands in both national and international markets.

Dian Hapsari Firasati, VP of Community Involvement & Development at Pertamina Patra Niaga, explained that modern consumers appreciate the narrative and emotional value behind a product. Speaking at the Indonesia Fashion Week (IFW) 2026, she highlighted that a strong story can be a key differentiator. For instance, one of their fostered SMEs, Narita Shibori, showcased fashion products where the detailed embroidery was done by children with special needs. Another SME, Dara Baro from Aceh, presented modern upcycled clothing made from traditional batik, tenun, and songket fabrics, successfully attracting attention at the event.

To ensure the effectiveness of its massive programme, the company implements a strict curation and assessment process for SMEs. Key indicators include business legality, production capacity consistency, packaging aesthetics, and the entrepreneur’s communication skills. This rigorous selection ensures that the SMEs are ready to seize opportunities at exhibitions and business matching events.

VP of Corporate Communication, Kitty Andhora, stated that the programme aligns with Pertamina Patra Niaga’s mission to deliver energy that drives positive social impact. The company currently supports thousands of SMEs across its operational areas, including fuel terminals and petrol stations. “We want to provide the widest possible benefits. Beyond supplying energy, we are committed to boosting the nation’s economy by empowering communities to become self-reliant, resilient, and strong,” Kitty said.