Siji Lifestyle, a home decor enterprise based in Yogyakarta, Indonesia, has emerged as a beacon of entrepreneurial triumph in the international arena. Founded by Achmad Kurnia, a graduate of a university in Yogyakarta, Siji Lifestyle embarked on its journey from modest beginnings in bamboo cottages and warehouses back in 2007.
After a brief stint working for renowned handicraft and furniture companies post-graduation, Achmad pursued further studies abroad in international business through a scholarship, setting the stage for Siji Lifestyle's inception.
"What intrigued me was the notion of marketing a single product from a single country on a global scale," Achmad explained during a visit to his factory in Trirenggo Village, Pandowoharjo, Bantul Regency, DI Yogyakarta.
Unlike many local businesses that primarily target domestic markets, Siji Lifestyle has maintained a steadfast focus on exporting from its inception, driven by the limited local demand.
"Our primary market comprises 95% exports, with 40% to Europe, 45% to America, and the remaining to Japan, South America, and the Pacific," Achmad revealed.
"Domestic potential is constrained due to low purchasing power and divergent design preferences," he added.
Harnessing local labor and community support, Siji Lifestyle has captured global attention, achieving an impressive revenue of Rp 10 billion.
"Our revenue has surpassed our target by approximately 25%," Achmad proudly stated.
One of Siji Lifestyle's key competitive advantages in the global market lies in its utilization of natural fibers like banana stems, water hyacinth, corn husks, rattan, and wood bark, coupled with modern minimalist designs favored by its target demographic of middle to upper-class consumers.
Moreover, the company's emphasis on crafting collectible items and actively participating in specialized meetings and exhibitions has expanded its market outreach.
"We've developed a design concept from there, allowing customers to tailor orders based on our offerings," Achmad elaborated.
Despite its achievements, Siji Lifestyle has encountered challenges, particularly during the pandemic, when heightened home beautification efforts abroad led to a surge in orders. However, container shortages and soaring prices posed significant cash flow challenges.
In response, Siji Lifestyle received assistance from the Indonesian Eximbank (LPEI), securing Rp 1.6 billion in financing through the Coaching Program for New Exporters (CPNE), spanning one year.
"Hopefully, our ongoing communication and business growth will enable LPEI to offer even greater support in the future. Additionally, we appreciate their support through exhibitions and other means," remarked Irwan Prasetiyawan, Head of the LPEI Surakarta Regional Office.
Siji Lifestyle's journey epitomizes Indonesia's potential in the global market, showcasing the ingenuity and resilience of its entrepreneurs in navigating challenges and seizing opportunities on an international scale.