Pertamina Patra Niaga Employs Storytelling Strategy to Elevate Assisted MSMEs

PT Pertamina Patra Niaga is implementing a meaningful narrative strategy, or storytelling, alongside a strong inclusive approach to build the unique value of its assisted micro, small, and medium enterprises (MSMEs). VP Community Involvement & Development of Pertamina Patra Niaga, Dian Hapsari Firasati, stated in Jakarta on Tuesday that the company is employing a different strategy to elevate its assisted MSMEs and enable them to compete in both national and international markets. “It is no longer just about highlighting the physical aspects of a product, but focusing on building the product’s unique value through storytelling and an inclusive approach,” she said. She revealed that beyond simply purchasing a product, current consumer trends greatly appreciate the story and emotional value behind the creation of that product. This storytelling strategy is key to ensuring that local craft and fashion products from Pertamina Patra Niaga’s assisted MSMEs have more competitive value. One proof of this strategy’s success was exhibited at the Pertamina Patra Niaga booth during the IFW 2026 event, featuring products from the MSME Narita Shibori. Dian explained that the shibori clothing products produced by this MSME hold high social value because the detailed embroidery accents are crafted directly by children with special needs. Additionally, another assisted MSME, Dara Baro from Aceh, also successfully attracted attention at the IFW fashion show through modern clothing creations resulting from the upcycling of traditional batik, woven, and songket fabrics. Dian also stated that Pertamina places great emphasis on community empowerment through MSMEs. To ensure that coaching reaches the right MSMEs, the company implements a strict curation and selection process. Dian explained that key 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. Meanwhile, VP Corporate Communication of Pertamina Patra Niaga, Kitty Andhora, added that this MSME empowerment programme aligns with the company’s mission to deliver energy that is not only profit-oriented but also creates a positive social impact. Through continuous support, MSMEs are expected to become drivers of the grassroots economy while strengthening Indonesia’s position in the global creative industry supply chain.