For many people, purple sweet potatoes may be seen as a simple food staple, commonly consumed as an alternative to rice or a daily source of carbohydrates. Affordable and widely available, they are often overlooked compared to other food ingredients considered more premium. However, Rahmawati sees something different in them. What began as a humble local crop has become an opportunity to create value-added products through Purple Sweet Potato Cookies, now the signature product of UBINARA 5R.
Her journey began in 2022, when Rahmawati, a mother of five from Labangka Village, Babulu District, North Penajam Paser Regency, East Kalimantan, dreamed of building her own business. Fascinated by the distinctive color of purple sweet potatoes, she began experimenting with ways to turn this local ingredient into appealing snacks, particularly for children. With an initial investment of approximately IDR 500,000, simple equipment, and support from her parents, she started making cookies from her home.
“I have always dreamed of becoming an empowered woman. Even while staying at home and taking care of my five children, I still want to earn an income and contribute to my family’s well-being,” Rahmawati shared.
Affectionately known as Rahma, she saw something special in the vibrant purple color of sweet potatoes. What started as simple curiosity gradually inspired her to explore how this everyday food ingredient could be transformed into an attractive, marketable product without compromising the quality of its ingredients.
With limited capital, the courage to experiment, and only basic business knowledge, Rahma slowly began developing her venture from home. Together with her parents, she learned and experimented, nurturing a modest dream that purple sweet potatoes could become more than just an everyday staple and instead open the door to better opportunities.
“At the time, I thought there was nothing wrong with simply dreaming of having a business that could unlock the potential of the village where I live. Perhaps it could even create job opportunities for people in the community. Alhamdulillah, I never imagined that God would hear that dream and help it come true,” she recalled emotionally.
As time went by, Rahma gradually discovered ways to grow her business. She learned to understand customer preferences, introduce her products to the market, and experiment with different cookie creations. Through this process, Purple Sweet Potato Cookies became UBINARA 5R’s signature product. At one point, the business offered approximately 20 cookie varieties, including purple sweet potato nastar, a traditional Indonesian pineapple-filled cookie.
For Rahma, this journey is a simple yet meaningful way to demonstrate that purple sweet potatoes, an ingredient deeply rooted in village life, can be transformed into distinctive products with greater market value.
However, building a business from scratch was far from easy. With no prior background in sales or business management, Rahma had to learn how to carefully manage her capital, raw material costs, packaging, and operational expenses while balancing her responsibilities at home.
“There was a point when I felt completely lost. After finally succeeding in making the products, a new question emerged: how could I sell them, and where should I market them?” Rahma recalled.
During this challenging period, Rahma received assistance from PT Sukses Tani Nusasubur (STN), an Astra Agro subsidiary operating in her village. Support in marketing knowledge, promotional activities, as well as personal guidance and other forms of assistance helped her take the next steps. She gradually moved beyond simply producing cookies and gained the confidence to introduce her products to a wider market.
“Without the training and support from Astra Agro, I don’t think I and UBINARA would necessarily have made it this far,” she said.
One of the major turning points in the 36-year-old entrepreneur’s journey came when demand surged ahead of Ramadan and Eid al-Fitr. While presenting a promising business opportunity, the increased orders also challenged her to maintain product availability and consistent quality.
Rahma continued learning, from calculating production costs and setting selling prices to developing digital marketing strategies, managing business documentation, and preparing her products to reach broader markets. She realized that enthusiasm alone was not enough; a business needed stronger management and operational foundations to remain resilient and grow.
“I want this business to continue growing, but not just for myself and my family. Whenever orders increase, I can invite other women in the village to help with production. It brings me a special kind of happiness to know that a business I initially built from home can now create income opportunities for others,” she shared.
Her journey did not stop there. Through PT STN’s ongoing assistance and a series of capacity-building classes under the Desa Sejahtera Astra program, UBINARA 5R gained opportunities to strengthen its business capabilities and prepare for a wider market.
UBINARA 5R continued to expand its reach and was selected to participate in the Desa Sejahtera Astra Export Champion 2026 program. Through this opportunity, Rahmawati was able to showcase her Purple Sweet Potato Cookies at the Astra Export Champion booth during Trade Expo Indonesia 2026, held at ICE BSD City, Tangerang.
For Rahmawati, participating in a national-scale exhibition was a valuable opportunity to introduce products from Labangka Village to potential business partners and buyers. It also allowed her to gain insights into market demands and understand the importance of maintaining product quality, strengthening brand identity, and improving production readiness.
“I am overwhelmed with gratitude and incredibly proud. It feels like a dream come true to bring a homegrown product from our village to one of Indonesia’s major exhibitions,” Rahma said enthusiastically.
Today, UBINARA 5R’s Purple Sweet Potato Cookies have reached consumers in various regions across Indonesia, including South Kalimantan, Sulawesi, Sumatra, as well as Java and Jakarta.
UBINARA 5R has also recorded monthly revenue of approximately IDR 6 million, although sales continue to fluctuate depending on market demand and seasonal trends. During periods of increased orders, the business involves local women from surrounding communities in its production activities. These achievements provide a foundation for Rahmawati to further strengthen business management, expand marketing efforts, and pursue the partnership opportunities that have emerged along the way.
From a humble local food ingredient that is often taken for granted, Rahmawati has found a pathway to economic independence while creating opportunities for the people around her. Her journey demonstrates how local potential, when combined with determination, learning, and the right support, can grow into a business that creates value not only for individuals and families but also for the wider community.
