Innovation

Maeswara Basket's creativity involves turning natural materials, such as fibers from invasive plants like water hyacinth, into eco-friendly home decorations. Founded in 2016 in Wates Kulonprogo, Yogyakarta, Indonesia, the company produces handcrafted baskets, wall decorations, and art pieces in partnership with local artisans, especially women. Maeswara transforms water hyacinth, a plant known for obstructing waterways and damaging aquatic environments, into eco-friendly products of superior quality. This sustainable approach doesn't just reduce harm to the environment but also creates jobs for local artisans and helps them improve their skills.

This new technology provides direct assistance to various UN Sustainable Development Goals (SDGs); particularly SDG 1 (No Poverty) and SDG 12 (Sustainable Consumption and Production). Maeswara supports local female artisans by providing them with fair-wage opportunities and enabling them to balance their craft with family duties, which in turn promotes economic growth while reducing poverty (SDG 1). The company is also committed to SDG 12 by practicing responsible production, using natural materials, and decreasing reliance on plastics. Maeswara conducts training for community members through the "Generasi Penyelamat Lingkungan" or "Saving The Environments' Generation" initiative, focusing on preserving traditional skills, raising environmental awareness among youth, and supporting SDG 13 (Climate Action) by promoting reduced waste and sustainable resource use.

Maeswara Basket shows how utilizing local resources and traditional skills can lead to the creation of products that are attractive on a global scale, environmentally friendly, and tackle social issues. The company's dedication to environmentally friendly practices and ethical employment bolsters local economies and ecosystems, showcasing how innovation can help create a more sustainable planet.

Inspiration

Ms. Masruroh Sulistowati in her interview told us how she was inspired: “In 2010, after graduating from college, I had the opportunity to do an EXPO in Belgium and realized that natural fiber plants had a high value abroad. The natural fiber plants such as water hyacinth are widely found in Yogyakarta and even become organic waste.” Therefore the inspiration for Maeswara Basket emerged from that observation on the undervalued potential of natural fibers in Indonesia in comparison to the international demand. The water hyacinth, which held the strong natural fibers mentioned before, was abundant and often discarded in Yogyakarta. This lead to her idea of giving the natural fibers a dual purpose: alleviating waste and creating beautiful, valuable decor items. She also noted the abundance of skilled weavers in Java, who were eager for income-generating opportunities but lacked exposure to design techniques that would increase the aesthetic and functional appeal of their crafts.

“I realized that these natural fibers, which we have plenty here in Java, are considered exotic and valuable abroad,” Ms. Masruroh shared. “So I decided to start small, learning the market and connecting with local weavers to bring our crafts to the world.” Her vision combines environmental sustainability with social empowerment, aiming to support her community while meeting an international demand for eco-friendly home decor.

Overall impact

The new development at Maeswara Basket has resulted in a substantial beneficial effect on both the environment and the local community. In the short term, the company has effectively converted water hyacinth, an invasive aquatic plant, into a useful natural resource decreasing water pollution in the area and improving the health of the river. Maeswara Basket has made progress towards SDG 14 (Life Below Water) and SDG 15 (Life on Land) by transforming organic waste into products.

Long-lasting effects involve providing women artisans in Yogyakarta with more economic opportunities, allowing them to make money while still fulfilling their family duties. As Maeswara continues to grow, it has increased its monthly production to 5,000-7,500 units, establishing a business model that is sustainable and decreases reliance on plastics. Expansion of markets in countries such as the United States, Japan, and Australia increases the impact while promoting Indonesian craftsmanship on a global scale and supporting local communities.

Evidence of impact can be seen in the expansion of Maeswara's network of artisans and the heightened recognition within local markets of sustainable products. Through educating consumers and expanding production, Maeswara has made significant progress in promoting a globally-conscious approach to the environment.

Business benefit

The new development at Maeswara Basket has resulted in a substantial beneficial effect on both the environment and the local community. In the short term, the company has effectively converted water hyacinth into a useful natural resource that decreases water pollution and improves the health of the river. Maeswara Basket has made progress towards SDG 14 (Life Below Water) and SDG 15 (Life on Land) by transforming organic waste into products.

Long-lasting effects involve providing women artisans in Yogyakarta with more economic opportunities, allowing them to make money while still fulfilling their family duties. As Maeswara continues to grow, it has increased its monthly production and established a business model that is sustainable while decreasing reliance on plastics. Expansion of markets in countries such as the United States, Japan, and Australia increases the impact, promoting Indonesian craftsmanship on a global scale while also supporting local communities.

Evidence of impact can be seen in the expansion of Maeswara's network of artisans and the heightened recognition within local markets of sustainable products. Through educating consumers and expanding production, Maeswara has made significant progress in promoting a globally-conscious approach to the environment.

Social and environmental benefit

Maeswara Basket’s commitment to eco-friendly, handcrafted products has expanded its reach in both domestic and international markets. The company’s pivot during the COVID-19 pandemic to focus on the domestic market maintained business continuity. Now, as international demand resumes, Maeswara is positioned to cater to a broader audience. Exporting to high-demand markets like the U.S., Japan, and Australia, their market diversity has stabilized revenue streams ensuring Maeswara’s resilience against market fluctuations.

This model not only enhances product appeal through its eco-conscious branding but also strengthens workforce retention by empowering artisans with sustainable livelihoods. As a result, the brand’s reputation as a socially responsible business attracts potential partnerships and investors interested in sustainable development which opens new funding avenues and expands product innovation opportunities.

Interview

Masruroh Sulistyowati, UKM