Yogyakarta, CNBC Indonesia – Many do not know it in the local market. However, for the international market, the partner of the Indonesian Export Financing Institution (LPEI)/Indonesia Eximbank can be compared.
CV Siji Lifestyle, which operates in the home decor field initially only started from rental and bamboo warehouse. In 2007, Achmad Kurnia, a graduate of one of the universities in Yogyakarta, started it.
After graduating, Achmad joined one of the famous handicraft companies. Then, he joined one of the large furniture companies.
But it didn’t last long, he then decided to study abroad and take international business, through a scholarship. This is the beginning of the founding of Siji Lifestyle.
” How to market one product and one country internationally,” he said when met in his factory, in the village of Trirenggo, Pandowoharjo, Bantul Regency, DI Yogyakarta.
Different from most local businesses that start locally, since the beginning Siji has been targeting the export market. The reason is simple, because local interest is not visible.
“Our largest market is 95% for exports where 40% for Europe, 45% for America,” he explained.
“The rest is Japan, South America, and also in the Pacific,” he added.
“The domestic potential is limited because of low purchasing power and the design they (Indonesia) like is different,” said Achmad.
By utilizing local workers and the assistance of fostered residents, Sizi Lifestyle has now become a global buyer’s hunt. Even its turnover has reached Rp 10 billion.
“It goes up about 25% from our target,” said Achmad again.
He said there is one advantage of Siji Lifetsyle in the eyes of the global market. Namely materials that mostly come from natural fibers such as banana gedebong, water hyacinth, corn husks, rattan, and wood bark.
“Then we combine it with design,” he said.
“Because our market focus is for the middle to upper class and exports, their style is modern minimalist,” he explained the focus of Siji Lifestyle.
He also explained how product specifications, where those made by Siji Lifestyle are collection items, become another strength. Companies that are actively introducing themselves through special meetings and exhibitions also broaden the market,
“From there design concepts develop so that they want custom or order as is offered,” Achmad explained in detail.
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 make Siji Lifestyle overwhelmed with orders.
However, container shortages resulted in cash flow problems. Where the products produced cannot be shipped.
Not to mention the high prices. That is when LPEI came and helped Sini Lifestyle with financing of Rp 1.6 billion through the Coaching Program for New Exporter (CPNE) which lasted for one year.
“Hopefully in the future we will continue to communicate, business runs smoothly and increases, so that LPEI can support even more. In addition, we also support with exhibitions and others,” said Head of the LPEI Surakarta Regional Office, Irwan Prasetiyawan.
