Pertamina Patra Niaga Boosts MSMEs Through Inclusive Storytelling Strategy

Pertamina Patra Niaga is adopting a distinct strategy to elevate its supported Micro, Small, and Medium Enterprises (MSMEs). Instead of solely emphasizing product aesthetics, the energy company is focusing on building unique product value through meaningful storytelling and inclusive engagement. This approach aims to make MSME products more competitive in both domestic and international arenas.

Dian Hapsari Firasati, VP of Community Involvement & Development at Pertamina Patra Niaga, explained that consumers today increasingly appreciate the stories and emotional connections behind products. By weaving strong narratives into their offerings, MSMEs can differentiate themselves in crowded markets. Pertamina Patra Niaga is incorporating narrative texts into products, a move that has resonated well with consumers and exhibition visitors.

This storytelling strategy has yielded visible success. At the Indonesia Fashion Week (IFW) 2026, Pertamina Patra Niaga showcased products from MSMEs like Narita Shibori, known for its shibori clothing crafted by individuals with special needs. Another featured MSME, Dara Baro from Aceh, gained attention with its modern apparel made from upcycled traditional batik, tenun, and songket fabrics.

Pertamina Patra Niaga places significant importance on community empowerment through its MSME programs. The company employs a rigorous curation and selection process to ensure its support reaches the most deserving enterprises. Key assessment indicators include business legality, production capacity consistency, packaging aesthetics, and the entrepreneur's presentation skills. This meticulous approach ensures that MSMEs are well-prepared for participation in exhibitions and business matching events, supporting approximately 66,000 MSMEs across Indonesia.