This program is a concrete example of Sarinah's commitment to accelerating growth and expanding market access for MSMEs under its guidance in order to compete at the national level and penetrate the global market. Through the Asah, Asih, Asuh approach, participants are encouraged to hone their potential, strengthen their networks, and build sustainable businesses.

The Sarinah Pandu program was made possible thanks to the collaboration between Sarinah and twelve major state-owned enterprises: Perum Pembangunan Perumahan Nasional, PT Asuransi Kredit Indonesia, PT Bank Rakyat Indonesia (Persero) Tbk, PT Bank Tabungan Negara (Persero) Tbk, PT Jaminan Kredit Indonesia, PT Kawasan Industri Makassar (Persero), PT Pelabuhan Indonesia (Persero), PT Pelayaran Nasional Indonesia (Persero), PT Pos Indonesia (Persero), PT Sucofindo, PT Taspen (Persero), and PT Telkom Indonesia (Persero) Tbk.

PT Sarinah President Director Raisha Syarfuan emphasized that this initiative is part of Sarinah's transformation into a Cultural Experience Center and a key driver of national MSME empowerment.

“We designed the Sarinah Pandu program not just as a workshop, but as a business maturation process for MSME practitioners. We want them to understand the value of a brand, manage their businesses professionally, and confidently bring Indonesian products to the global stage. Through the Asah, Asih, Asuh approach, Sarinah is not just a place to sell, but a growth partner that accompanies them from upstream to downstream,” said Raisha.

During the event, participants received a series of intensive workshop sessions led by Dias Adidharma, Business Development Group Head at PT Sarinah. The workshop material covered important aspects that MSMEs need today, such as financial literacy, marketing and branding strategies, as well as product legality and certification.

This workshop not only provided theoretical knowledge but also opened up new perspectives for business owners on the importance of building brand identity, understanding consumer behavior, and managing businesses professionally.

Many participants pointed out that this activity helped them develop more focused business development plans and gear up for the digital market. One participant, Ani, an SME owner from Makassar, shared how this workshop changed her perspective on business.

“Until now, I have only focused on making products. Through this program, I learned how to manage finances, build a brand, and sell digitally. I returned home with new plans and renewed enthusiasm to expand my business,” said Ani.

Through Sarinah Pandu, PT Sarinah is committed to expanding its assistance to various regions in Indonesia. This initiative is part of Sarinah's strategy to build an inclusive and sustainable retail value chain, while presenting a new face of Indonesian MSMEs that is stronger, more adaptive, and ready to go global.