A woman entrepreneur drives green growth and job creation in Indonesia

YOGYAKARTA, Indonesia (ILO News) - Dwi Kuntari, a 32-year-old entrepreneur, has long been passionate about jamu, Indonesia’s traditional herbal drink known for its health and wellness benefits. Growing up in a family that sold jamu ingredients, she became familiar with its uses from an early age. Her interest was further recognized when she was named “Ms Jamu” in high school.

“I have been interested in jamu since I was a child. Whenever I was sick, my grandmother would bring me lime mixed with sweet soy sauce. That is where my interest in making jamu began,” said Deka.

Driven by this passion, she established Jamu Deka in 2016 in Muntilan, Magelang, in the Special Region of Yogyakarta. Starting with just two product variants, the business has expanded to more than 16 products, ranging from dried herbal drinks and liquid tonics to herbal syrups – some designed with modern packaging to reach younger consumers.

© Dwi Kuntari

© Dwi Kuntari

Innovation has become one of Jamu Deka’s defining strengths. While many producers continue to rely on conventional recipes, By combining traditional ingredients with fruits and vegetables such as carrots, tomatoes and lemons, Dwi has introduced her signature products include a beras kencur (rice and aromatic ginger) drink mixed with aloe vera, branded as “Belovera” and a tamarind-based drink marketed under the label “Gulas.”

“This creative branding approach is one strategy to ensure that jamu is no longer seen as outdated, but rather as a healthy drink that is trendy and relevant to today’s lifestyle,” she explained.

For Dwi, running a jamu business goes beyond profit. “My vision is to help preserve Indonesia’s traditional herbal drinks while empowering jamu artisans in the Muntilan area,” she added.

Moving towards greener business practices

© Dwi Kuntari

© Dwi Kuntari

Her participation in an ILO-supported green tourism programme marked a turning point. As one of 172 tourism micro, small and medium enterprises (MSMEs) benefiting from a five-day training and three months of business coaching, implemented by the ILO in collaboration with the Ministry of Tourism, Dwi strengthened her business management skills and adopted more sustainable practices. The initiative is part of the Partnership for Action on Green Economy (PAGE), which promotes green, low-carbon and circular economy approaches that support enterprise development and decent work.

“I used to do everything myself. The training changed my mindset. I realized that to grow, we need a team,” she said.

Our profit has increased significantly, from around 1–2 per cent growth to 17 per cent. We now have a stronger team and our financial records are managed both digitally and on paper.

Since then, her business has grown both in scale and impact. She has replaced plastic packaging with glass bottles, improved financial management systems and created new jobs by expanding her team to include administrative, social media and production staff.

“Our profit has increased significantly, from around 1–2 per cent growth to 17 per cent,” she shared. “We now have a stronger team and our financial records are managed both digitally and on paper.”

Dwi has also diversified her business by establishing a herbal garden division, generating additional income through compost production, seedling development and educational tourism. These efforts strengthen both business resilience and environmental sustainability.

Today, Jamu Deka serves domestic consumers across market segments, including premium buyers, and has expanded to neighbouring countries such as Singapore and Malaysia.

Her journey highlights how MSMEs, when supported with skills and partnerships, can drive inclusive and sustainable economic growth.

“We are proud of this partnership and our shared vision to strengthen Indonesia’s tourism brand while improving livelihoods through green and sustainable tourism,” said Simrin Singh, ILO Country Director for Indonesia and Timor-Leste.