BATIK has gained worldwide
recognition as an Indonesian cultural heritage, through Unesco which named
Indonesian batik as an intangible cultural heritage of humanity. The tradition
of batik making reflects the nation’s cultural values and high degree of
civilization.
Medina L. Harjani, President
Director of Pasaraya, is fully aware of these facts. “On the topic of batik
actually we are the department store that has consistently raised the profile
of batik,” she said when met at Pasaraya Blok M recently. “This is in line with my father’s
visión, the founder of Pasaraya, who always wants to promote and advance
batik.”
Medina added that 20 years ago
not many department stores were concerned about batik and handicrafts because
they found such ítems unpopular with consumers. “However, we have been quite
consistent in marketing of batik and handicrafts at our department store.
Today, when batik has become a trend many department stores are rushing to
start selling it. Let me remind you, the batik euphoria started only about five
years ago.”
Medina further said that every
year Pasaraya Blok M holds a batik event. In connection with National Batik Day
on Oct. 2, 2011 Pasaraya Blok M, held a batik event called Tribute to Batik,
which commenced on Sept. 24 until Oct. 31, 2011. “During Tribute to Batik there
was an exhibition which was attended by notable suppliers like Danar Hadi and
Semar,” she added.
The objective of the program is
to promote Indonesia’s batik and encourage the public to appreciate batik. The
Indonesian people should be aware that batik belongs to the nation and through
this event Pasaraya consistently introduces batik to the public.
“Some customers, for example,
come to Pasaraya to take a look at Electronic Solution, but accidentally run
into and see the batik exhibition, which is extremely attractive, and then they
want to find out more about batik and some end up purchasing some batik items,”
explained Medina, who is also CEO of Shopashop.net. “That is the intention of
Pasaraya’s batik event, changing people’s perception toward batik from dislike
to like,” she added.
One of the programs during
Tribute to Batik is a batik fashion show for children. According to Medina the
children’s show is important in introducing the future generations to batik
from an early age. Next year Pasaraya plans to invite batik makers to conduct a
demonstration and teach visitors how to make batik. “We will show the visitors that making batik is not easy as
it needs real skill and motivation. Previously our forefathers used to make
batik with their bare hands and were called batik artists, while by contrast,
today almost everything is made using machinery.”
Pasaraya’s concern about batik is
not only channeled through events but also by empowering batik makers in the
regions. Medina, who has a Master’s degree in International Business from
Lincoln University of San Francisco further went on to say that the Pasaraya
management has a special team that visits many regions, such as Pekalongan and
Cirebon to make the batik makers there business partners of the store. “For
future survival they need certainty today,” emphasized Medina.
The Pasaraya team also teaches
them how to design batik, including its quality and the market taste. This way
the Pasaraya management expect that in the future they can turn into big
suppliers and be part of Indonesia’s fashion industry. “Twenty or 30 years ago the suppliers
who worked with us were still small, but today they have grown into major
suppliers,” she commented proudly.
Pasaraya has been consistent with
its marketing of Indonesian batik and products and has not been tempted by
non-local products. To satisfy its middle and upper segments Pasaraya
collaborates with top batik designers and suppliers that produce up to date
batik. Just take a look at the
batik products sold in Pasaraya, they are popular with Indonesians as well as
foreigners. “For good batik they don’t mind spending millions of rupiah,” she
added.
In comparison to other department
stores Pasaraya has more than 30 years experience as a large scale retailer. It
is also a place where batik makers throughout the country ‘moor their hopes’
for further achievements. (Text: Satria
Rangga Fausta/Photo: Darwis Triadi)
The Jakarta Post, October 21, 2011
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