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About TORAJAMELO

Vision, Mission, & Values

Vision, Mission, & Values

Vision

Alleviation of systemic poverty by creating a sustainable ecosystem for women artisans.

Mission

Collaborate with women led weaving communities and offer market access sustainably via 3Cs – Commerce, Community collaboration, and Consultancy.

Our Values

Collaborate with Community, Uphold Quality, Practice Integrity, Take actions with a Purpose and Believe in Compassion.

WHAT WE DO AND HOW WE DO IT?

WHAT WE DO AND HOW WE DO IT?

Via our 3 Pillars, we are working towards creating a sustainable ecosystem around rural economies

COMMERCE: We showcase “stories of Indonesia” to Indonesians and to the world via our ethical-slow fashion lifestyle brand TORAJAMELO. We work on both B2B and B2C and through our extensive community network cater to larger B2B and wholesale orders also.

COMMUNITY COLLABORATION: Our core pillar, through which we work with our weaving communities on design and development of weaving that preserves the authenticity of the craft while at the same time staying relevant to evolving market. This pillar has evolved further and includes additional sources of income and livelihood of partner communities through “Community Based Tourism” and regenerative economy projects (community farming and agriculture as a start)

CONSULTANCY: Through our consultancy pillar, we offer advisory services to corporations on ESG, UN SDG and how they can incorporate the same in their businesses. In addition, we also offer mentoring and coaching support to impact businesses on how to survive and thrive in the current times while staying true to their core purpose.

TORAJAMELO is a firm follower of UN SDGs 1 - No Poverty, 5 - Gender Equality, 12 - Responsible consumption and production, and 13 - Climate Action

OUR REASON FOR BEING

OUR REASON FOR BEING

As per latest Asian Development Bank data (2020), out of a population of around 270.1 million, about 26.1 million (9.8%) and 21 % approximately of  the entire population remains vulnerable of falling into poverty, as their income hovers marginally above the national poverty line.

Empirically, a high percentage of the poor are rural women. Many of them then work overseas mostly as household helps. Annually, many of them come back abused or dead. According to certain official sources the numbers of dead female migrants was around 2500+ (2018), and that tells us that actual numbers must be much higher.

TORAJAMELO aims to address this issue of outward migration from rural communities by focussing on reviving rural economies with weaving as an entry point. There has never been a research on the number of back-strap loom weavers in Indonesia. However, most of more than 300 ethnic groups who live in Indonesia have a weaving heritage dating back 100s of years,  especially in the poorest and most remote areas, where there are few other alternative income opportunities

Hand-woven textile is an integral part of the ceremonies and life rituals of the Indonesian ethnic groups. However, with the pressure of the modern world, this heritage is dying and therefore TORAJAMELO”S mission to create a better life for the weavers, preserve and rejuvenate Indonesian hand-woven textile art and culture.

We started our journey in Toraja in 2008 and were legalized as both a Foundation and a Limited Liability in 2010.  Since then, we have been focusing our creating sustainable business models around weaving communities with our 3Cs – Commerce, Community Collaboration and Consultancy.

We work with more than 1200+ weavers in Toraja & Mamasa in Sulawesi island, Adonara, Larantuka & Lembata in Nusa Tenggara Timur, and Soe, Maubesi, & Oesena in West Timor. We will be scaling up to reaching out to  1500+ weavers across 10 communities including Lombok, Sumba and others in the coming 3 years.

The Team

The Team
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DINNY JUSUF
Founder

Dinny is an Ashoka Fellow. She has long term experience in corporate banking (Citibank) and in Training Consultancy. Dinny is a former Secretary General of Komnas Perempuan (National Commission on Anti Violence Against Women). Dinny is also an Independent Commissioner of PT SARINAH.

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APARNA SAXENA
CEO

Aparna has > 15 years of experience in corporate and start-ups across Asia, She has worked in DHL, Alibaba, Angels of Impact, advises start-ups along with channeling her passion for gender equality via TORAJAMELO. She also serves as an advisor for impact businesses and entrepreneurs

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CARINA SARY
Retail & Strategic Projects Manager

Carina’s passion lies in understanding Luxury Fashion and making it accessible. Her work has taken her around the world including world’s fashion capital - Milan. We are confident that her knowledge of Fashion Design and Art Direction will help unravel and develop new pivots for TORAJAMELO and its partner communities.

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EMIA SOLA VIDE BR SEMBIRING
Online & Social Media Associate

Vide is a digital marketing specialist who juggles her drive for promoting conscious travelling via “tourism activism” as likes to call it. A Tourism Business Management major, Vide’s area of focus will be amplify TORAJAMELO’s digital presence and help “weave stories of Indonesia” beyond borders.

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KARTIKA ROSARMA
Sales & Marketing Manager

A savant of handwoven textiles, Kartika was naturally attracted to the world of Fashion Retail. She balances out her high achiever “yin” with a target driven “yang”. Her work experience encompasses Lippo Group, MAP Group, and she firmly believes that her life has come a full-circle with TORAJAMELO - her new home where her passion for indigenous textiles, business acumen, and drive for sustainability coalesce.

Team Members

Team Members
Supporting staff : Nur Mellani – Finance & Accounting , Yanti – Sales , Sum – Production, Tetty – Toraja Community Coordinator

Advisors

Advisors
ARIFIN PUTRA
Impact & Outreach

Arifin Putra is an actor-turned-angel investor who has been working hand-in-hand with the Indonesian chapter of the World Wildlife Fund to raise awareness on various socio-environmental issues facing the nation for a number of years. 

As founder of Terazura Investments, Arifin firmly believes in empowering social entrepreneurs to be impactful, sustainable and profitable in order to expedite the world’s transition to a circular economy. 

NICOLE YAP
Leadership & Growth

Nicole is an early-stage startup mentor and advisor, with a passion for social enterprise, leadership and people development. Originally from Canada, she spent the last three years in Indonesia as the Managing Director of Digitaraya, an accelerator that connects pre-Series A startups from across APAC with experts and mentors from Google, McKinsey & Company, UBS, Gojek, and more.

Prior to Digitaraya she worked as a Global Health consultant, advising global foundations and nonprofits on their investment strategies to combat communicable diseases in developing markets. She has also advised social enterprises East Africa, South Asia and Southeast Asia, and is a certified Google for Startups mentor.

SUZY HUTOMO
Business & Brand Strategy

Suzy is Executive Chairwoman of The Body Shop Indonesia.

Her vast experience in setting up a value driven business from start to scale is extremely critical.

Suzy is a climate presenter with Al Gore’s The Climate Reality Project since 2011.  She is the Chair of KEHATI – The Indonesia Biodiversity Foundation and is on the Board of Greenpeace Southeast Asia.  Her commitment for environment is implemented by hands-on involvement in various NGOs in her business and her daily life.

KARLINA SUPELLI
Core Values, Vision, and Mission

Karlina oversees the faithfulness we exhibit towards our values, vision, and mission by guiding us in combining them with social and business values.

She is especially passionate about Feminism and Gender equality.

Karlina is the first female  astronomer in Indonesia.  She is the founder of “The Voice of Concerned Mothers”, a moral movement, which started in 1998 against President Suharto’s regime. She holds a PhD in Philosophy and is currently a lecturer in Driyarkara School of Philosophy.

MEANING BEHIND OUR LOGO

MEANING BEHIND OUR LOGO

Inspired by a Torajan traditional pattern, the innermost circle signifies our willingness to work with a kind heart to preserve the richness of Indonesia’s heritage

The second circle, signifies the message of hope and assurance to the society

The outer circle, in its true essence, signifies an outward focus towards progress and the will to sustain Indonesian’s indigeneous heritage across future generations

Awards and Recognition

Awards and Recognition

The Marketeers Women Award (2016)

Staff Of President Rep Indonesia homegrown brand (2016)

TUPPERWARE She CAN Award, Sebuah Apresiasi Untuk Wanita Indonesia (2015)

Top 100 Social Entrepreneurs versi Indonesian SWA Bussines Magazine (2015)

Winner of DIAGEO – British Council Social Enterpreneurship Challenge (2015)

Honourable Mention – Arthur Guinness Project & Ashoka Changemakers (2015)

50 Leading Company for Women in APC (2014)

Indonesian Women Of Change Award, Trade and Investment Category, US Embassy (2013)

Best Creation Award “Kampoeng BNI” (2013)

Our Partners

Our Partners

Corporate Customers

Corporate Customers