From Spa Serenity to Digital Success: Nurhaeda's Herbal Remedy Empire in 2026

JAKARTA, March 22, 2026 – Nurhaeda's story, a 38-year-old entrepreneur, vividly illustrates how digital adaptation and innovation can dramatically reshape one's career path. From the serene world of spa therapy, she has transformed into a respected Micro, Small, and Medium Enterprise (MSME) owner specializing in traditional Indonesian herbal remedies (jamu), infused with a modern digital touch. In the increasingly competitive digital economic landscape of 2026, Haeda – as she is affectionately known – demonstrates that local wisdom can perfectly blend with technology to achieve remarkable success.

A Journey of Transformation: From Therapist to Herbal Entrepreneur

Having spent years as a professional spa therapist, Nurhaeda possessed a deep understanding of health and wellness. However, she felt a greater calling to create something authentic and directly beneficial to the community. 'Before, I only cared for people externally; now, I want to care for them internally, using our ancestral heritage, jamu,' Haeda stated in an interview. This transition was not without its challenges. Limited capital, minimal business experience, and fierce market competition were initial hurdles she had to overcome.

Her turning point came when she decided to seriously develop her homemade jamu line. Armed with time-honored family recipes, Haeda started small, offering her products to neighbors and relatives. The positive response encouraged her to think bigger, but she realized that passion alone was insufficient. Solid business strategies and knowledge were essential to compete in the modern market.

Digital Empowerment from BRI's Rumah BUMN: The Key to Soaring Revenue

In late 2024, Nurhaeda discovered a golden opportunity: an MSME development program organized by BRI's Rumah BUMN (BUMN House). This program was specifically designed to help MSMEs undergo digital transformation, aligning with the government's vision to enhance the competitiveness of the grassroots economy. It was here that Haeda received intensive training in various aspects of digital marketing, from social media management, local search engine optimization (SEO), to e-commerce strategies and customer data analytics.

'Rumah BUMN BRI was like a second university for me,' Haeda shared enthusiastically. 'I learned how to create engaging content for Instagram and TikTok, how to optimize my online store across various marketplaces, and even the importance of data analytics to understand consumer behavior. These are invaluable skills in 2026.'

The results were impressive. With guidance from mentors at Rumah BUMN BRI, Haeda successfully implemented targeted digital marketing strategies. She began using targeted social media advertisements, building community engagement with customers through live Q&A sessions about jamu benefits, and leveraging direct shopping features on platforms like TikTok Shop. Her online store's website was also optimized for easy discovery by potential buyers on search engines.

Innovation and Sustainability in the 2026 Digital Era

By early 2026, Nurhaeda's herbal remedy business revenue was reported to have increased by 300% compared to when she first ventured into digital. Her products, ranging from turmeric tamarind (kunyit asam) to ginger rice (beras kencur) and spiced herbal drinks (wedang uwuh), are now not only known locally but also reach customers in major cities across Indonesia. Furthermore, she is exploring export potential to neighboring countries, thanks to her extensive digital reach.

According to Dr. Citra Dewi, an MSME expert from Gadjah Mada University, Haeda's story is a perfect example of the synergy between local potential and digital empowerment. 'In 2026, digitalization is no longer an option but a necessity for MSMEs. Programs like BRI's Rumah BUMN provide a crucial bridge for entrepreneurs not just to survive, but to thrive rapidly amidst the digital economic wave,' she explained.

Nurhaeda now employs several neighbors and relatives to assist with production and packaging, creating a positive ripple effect on the local economy. She continues to innovate, planning to launch new functional jamu variants tailored to modern lifestyle needs. With entrepreneurial spirit and technological support, Nurhaeda proves that change is an opportunity, and digitalization is the engine of growth.