DDistillers strengthens a brand that benefits farmers in Indonesia

DDistillers is a brand used by PT. Syailendra Bumi Investama. This is a social enterprise in Indonesia, collaborating with around 200 small farmers and distillers who cultivate aromatic plants and produce essential oils. As DDistillers transitions from a nationally oriented business to an internationally competitive player, it has become essential to strengthen its brand. To support this step, DDistillers collaborated with PUM.

In Solo, Central Java, Eliest Listiani founded Syailendra Bumi Investama with a clear and ambitious vision. While working for an agricultural NGO, she saw how vulnerable smallholder farmers were, relying on only one or two harvests a year, with their incomes remaining unstable. At the same time, large areas of degraded land remained unused, because they were not suitable for traditional crops.

By cultivating aromatic plants that thrive in these conditions and processing them into essential oils, farmers could generate additional income. Today, around 200 farmers and distillers work within Syailendra’s network. Together, they produce and process oils and participate in a fair and transparent supply chain. Around 300 oils are sold under the brand DDistillers in Indonesia and 13 other countries.

A brand ready for the next phase

Global demand for natural ingredients in cosmetics, cleaning products, and wellness applications continues to grow. At the same time, the essential oils market is highly competitive and internationally oriented.

Although DDistillers is already exporting, its marketing tools, storytelling, and visual identity do not yet fully reflect its true value or meet global market expectations. This moment of growth created the need for a clear strategic position. To support this process, Syailendra requested PUM’s support.

Defining what truly matters

Together with the internal team, Marieke Griffioen explored the brand and its environment: “We discussed ambitions, the value proposition, and competitors.” She also interviewed a client for an external perspective and visited a countryside distiller to better understand daily operations.

It quickly became clear that competing on price would not be sustainable. DDistillers pays farmers and distillers fair prices, and undercutting competitors would undermine this foundation. Instead, the brand was positioned as a values-driven partner for companies that prioritise traceability, responsible sourcing and long-term impact. Its ability to supply smaller quantities was identified as a strong advantage, particularly for SME buyers seeking flexibility without compromising on quality.

Building on these insights, the team defined the brand core, including mission, vision, values and brand promises. From this, the brand essence was developed and translated into a consistent visual and verbal identity. Target audiences were prioritised, and a clear brand pitch and tailored messaging were formulated. As Marieke concludes: “This project once again demonstrates that branding is not about logos or packaging. It is about defining what makes an organisation distinctive and why it matters. DDistillers can clearly benefit from a focused brand strategy.”

A foundation for sustainable growth

This first phase of the collaboration focused on strategic thinking. The next stage will centre on building and activating the brand, supported through online follow-up with Marieke.

With this foundation in place, DDistillers can move forward with greater focus, consistency and integrity. Ultimately, the impact extends beyond the company itself. A stronger market position enables more farmers and distillers to participate in a fair value chain, contributing to more stable incomes and opportunities for families across rural Indonesia.