From the Village to the World, This RI Citizen's Business Makes IDR 10 Billion Entrepreneur – 1 day ago


Yogyakarta, CNBC Indonesia – Many people don't know it in the local market. However, for foreign markets, the partners of the Indonesian Export Financing Institution (LPEI)/Indonesia Eximbank can be pitted against each other.

CV Siji Lifestyle, which operates in the field home decor Initially it only started from a rented house and a bamboo warehouse. In 2007, Achmad Kurnia, a man who graduated from a university in Yogyakarta, started it.


Photo: (CNBC Indonesia/Sefti Oktarianisa)
Achmad Kurnia Director Siji, Indonesian crafts go global. (CNBC Indonesia/Sefti Oktarianisa)

Actually, after graduating from college, Achmad entered a well-known craft company. Then, he joined a large furniture company.

But it didn't last long, he then decided to study abroad and take up international business, through a scholarship. This is the beginning of the founding of Siji Lifestyle.

“How to make one product and one country marketable internationally,” he said when met at his factory, in Trirenggo Village, Pandowoharjo, Bantul Regency, DI Yogyakarta.

Different from most local businesses which start locally, from the start Siji has targeted the export market. The reason is simple, because local interest is invisible.

“Our largest market is 95% for exports, of which 40% is for Europe, 45% for America,” he explained.

“The rest is Japan, South America and then also the Pacific,” he added.

“Domestic potential is limited because purchasing power is low and the designs they (Indonesia) like are different,” said Achmad.

By utilizing local workers and the help of inmates, Sizi Lifestyle is now sought after by global buyers. In fact, its turnover has now reached IDR 10 billion.

“Up around 25% of our target,” said Achmad again.

Achmad Kurnia Director Siji, Indonesian crafts go global.  (CNBC Indonesia/Sefti Oktarianisa)Photo: (CNBC Indonesia/Sefti Oktarianisa)
Achmad Kurnia Director Siji, Indonesian crafts go global. (CNBC Indonesia/Sefti Oktarianisa)
Achmad Kurnia Director Siji, Indonesian crafts go global.  (CNBC Indonesia/Sefti Oktarianisa)Photo: Achmad Kurnia Director Siji, Indonesian crafts go global. (CNBC Indonesia/Sefti Oktarianisa)
Achmad Kurnia Director Siji, Indonesian crafts go global. (CNBC Indonesia/Sefti Oktarianisa)
Achmad Kurnia Director Siji, Indonesian crafts go global.  (CNBC Indonesia/Sefti Oktarianisa)Photo: (CNBC Indonesia/Sefti Oktarianisa)
Achmad Kurnia Director Siji, Indonesian crafts go global. (CNBC Indonesia/Sefti Oktarianisa)

He said there was one advantage of Siji Lifestyle in the eyes of the global market. Namely materials that mostly come from natural fibers such as banana gedebong, water hyacinth, corn fronds, rattan and tree bark.

“Then we combine it with the design,” he explained.

“Because our market focus is on the upper middle class and exports, their style is modern minimalist,” he explained, explaining the focus of Siji Lifestyle.

He also explained how product specifications, where what Siji Lifestyle makes are collectible items, are another strength. Companies that actively introduce themselves through special meetings and exhibitions also widen the market,

“From there the design concept started to develop so that they wanted it custom or order as is as we say offer– right,” explained Achmad.

Achmad Kurnia Director Siji, Indonesian crafts go global.  (CNBC Indonesia/Sefti Oktarianisa)Photo: (CNBC Indonesia/Sefti Oktarianisa)
Achmad Kurnia Director Siji, Indonesian crafts go global. (CNBC Indonesia/Sefti Oktarianisa)

Like other companies, Siji Lifestyle also faces a number of challenges and obstacles. During the pandemic, for example, quarantine made many consumers abroad beautify their homes and caused Siji Lifestyle to have excess orders.

But the shortage of containers is causing problems cash flow. Where the goods produced cannot be shipped.

Not to mention prices have soared high. That's when LPEI came and helped Sini Lifestyle with financing of IDR 1.6 billion Coaching Program for New Exporters (CPNE) which lasts for one year.

“Hopefully in the future we will continue to communicate, business will run smoothly and increase, so that LPEI can provide even greater support. Apart from that, we also support with exhibitions and so on,” said Head of the LPEI Surakarta Regional Office Irwan Prasetiyawan.

[Gambas:Video CNBC]

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