Local Weaving Business Agrominafiber Weaves Path to Global Market

Novita Hermawan saw potential in woven local materials, leading her to establish Agrominafiber. The business transforms these traditional crafts into furniture products that blend functionality, design, and the distinct character of local artistry. Her journey highlights that creating quality products is only part of building a successful enterprise.

In a competitive industry, Hermawan emphasizes the need for products to possess a strong identity, gain consumer recognition, and build trust to find the right market. She shared these insights during a webinar organized by Pertamina, aimed at empowering micro, small, and medium enterprises (MSMEs). "A good product doesn't automatically sell. We must learn how products are positioned, communicated, discovered, and ultimately trusted by consumers," she stated.

One of Agrominafiber's key challenges has been elevating woven furniture beyond a mere craft item to a branded product capable of competing in larger markets. Hermawan believes building consumer confidence is as crucial as maintaining product quality. Her involvement with Pertamina began in 2022 through the Womenpreneur program, followed by joining as a fostered MSME in 2023.

Through Pertamina's ecosystem, Agrominafiber has accessed opportunities like Business Matching, UMK Academy Go Online, and participation in national exhibitions such as INACRAFT and Trade Expo Indonesia. These experiences have been invaluable for Hermawan, providing not only platforms to showcase products but also crucial learning opportunities about consumer needs, brand strengthening, networking, and adapting communication strategies for diverse markets.

Hermawan now recognizes the necessity of multiple marketing channels beyond marketplaces and social media. Agrominafiber is expanding its reach through websites, business matching events, exhibitions, and export platforms. "Mentorship alone is not enough," she asserted. "MSMEs themselves need to transform from merely having excellent products to becoming the preferred choice. This requires building a brand, fostering trust, and then developing the market."