In the hands of persevering and creative Suhendi, the timber waste in Majatengah village brings good fortune. His capital is experience, creativity, discipline and bold innovation.
By
WILIBRORDUS MEGANDIKA WICAKSONO
·5 minutes read
WILIBRORDUS MEGANDIKA WICAKSONO
Suhendi
With his childhood experience in Cirebon. West Java, and after working for 17 years in Jakarta, Suhendi, 46, was determined to open his lumber business in Purbalingga, Central Java. Processing the waste of teak and durian trees has yielded good fortune for his family and residents who produce various wooden handicrafts.
In a workshop room measuring about 500 square meters located in Majatengah village, Purbalingga, two youths were busily finishing several wooden chairs ordered by consumers. Some were rubbing with sandpaper and others varnishing the wood surfaces. In several room corners, there were heaps of various materials like pieces of teak bark, teak roots and also half-finished goods. Besides, a number of finished products were displayed, like mini wooden cabinets, miniature houses, glass trays and teakwood chairs.
On a wall there was a list of customers’ orders. Topping the number ordered was alpot. “Alpot is an acronym for alas foto [photo pads as backdrops], used by photographers for their property. They like their natural texture,” said Hendi, as Suhendi is commonly called, on Wednesday (25/1/2023) in Purbalingga.
Sold at the price of Rp 160,000 (US$10.68) per piece, Hendi is marketing alpot online via Instagram with the brand name D&D Craft. He has got resellers in Jakarta; Bekasi, West Java; and Surabaya, East Java. Apart from that, Hendi also produces wooden handicrafts for home decorations and furniture. “For product designs, we have to keep innovating and unhesitatingly receive customers’ orders. It is also a challenge faced by this business,” he said.
Hendi, who was born in Cirebon, has been familiar with batik-making and the timber industry. His parents taught Hendi to work hard. This graduate of Trusmi State Junior High School 1, Cirebon, later went to Jakarta in 1997 as a skilled construction worker, joining his uncle who worked in a hospital.
After managing a building project, Hendi was given the opportunity to work in the maintenance division of the building. With his skill in repairing and making cabinets, Hendi was trusted by his peers to service household furnishings, including the kitchen set. This was noticed by the hospital leader, who also owned a furniture industry. In 2000, Hendi was invited to join his timber company and positioned in Surakarta, Central Java.
The name D&D was derived from my two children’s names, Dian and Dita.
After working for 17 years with the company, he was acquainted with nearly all departments under his responsibility, ranging from administration and production to exhibitions. This experience familiarized him with the lumber business.
Desirous of working independently, Hendi, whose wife is Jumirah, 38, from Majatengah, Purbalingga, was attracted by the abundant basic-material potential in the village of his spouse. He decided to quit the company and start his business in 2017. “The name D&D was derived from my two children’s names, Dian and Dita. My mother, too, used to frequently call me two names, Ndi-endi,” he added.
WILIBRORDUS MEGANDIKA WICAKSONO
Suhendi
Business determination
In the village 13 kilometers south of the Purbalingga Square, teak wood is generally delivered to Jepara, Central Java, in raw form for processing and wooden-handicraft centers. In this village, there are also lots of durian and coconut trees, so it is known as a palm-sugar producer.
Timber waste in Majatengah is usually used as firewood to cook brown sugar. Meanwhile, the durian-wood texture with many holes rarely attracts people due to being less solid. Hendi noticed an opportunity as no craftsmen were processing timber waste yet.
So, Hendi started his business by inviting a number of residents. “At first, I had to interest people in what I was doing. It took around three years to ask them to join and teach them to process raw materials into finished goods,” he said.
One of Hendi’s strategies was generously sharing his knowledge and experience with residents. According to Hendi, his employees were able to learn initial wood processing to finishing. “I like to see employees capable of doing many things and when they later feel they can produce on their own and handle contract work themselves, just go ahead to be independent. It means that they can fathom or understand what I have taught,” he pointed out.
Hendi has provided employment for 15 residents around his house. Some of them are at the workshop beside Hendi’s house, others are working in their respective homes.
One of the challenges related to employees, noted Hendi, was discipline. As most of them are young people, they are often trapped by their hobbies of playing games and hanging out. In fact, for the fulfilment of customers’ orders, Hendi is bound by fixed dates.
At present, D&D Craft is capable of utilizing and processing 3-4 cubic m of timber waste in a month. Of the materials, 100-500 pieces of various handicrafts can be produced. In addition to online sales, Hendi also still cooperates with the previous company as a furniture-product supplier.
D&D handicraft products have once been supported by Bank Indonesia’s (BI) Purwokerto Representative Office. Hendi has also been invited by the Trade Ministry to have exhibitions overseas such as in Singapore; New York, the United States; and South Korea.
In Hendi’s view, undertaking independent business requires strong determination and response to challenges. “Working with a company, we can take a rest in the afternoon or evening; but if we run our own business, we have to think what we are going to do tomorrow,” said Hendi.
In the hands of persevering and creative Hendi, the timber waste in Majatengah village brings good fortune. His capital is experience, creativity, discipline and bold innovation.
Suhendi
Born:Cirebon, 22 April 1976
Education: Trusmi State Junior High School 1, Cirebon
