news

Citra Collaborates With The Ministry Of Tourism And Creative Economy Of The Republic Of Indonesia & SEMASA To Advance Women's MSMEs Through The Citrapreneur Cup

Citra has proven its commitment to the progress of Indonesian women through the "Beautiful Hands of Citra" program, which now appreciates and supports women who work in the creative field. In this program, Citra collaborates with the Ministry of Tourism and Creative Economy of the Republic of Indonesia (Kemenparekraf RI) and SEMASA to support the development of 135 creative economy-based SMEs and award the "Citra Entrepreneur Trophy" to the top 20 Women SMEs. The peak event of this award was held at "Citra SEMASA Picnic 2024" on May 31-June 2, 2024 at Taman Lapangan Banteng.

Citra understands that the beauty of Indonesian women is reflected in their creative hands that have driven the creative industry and economy. For example, through the role of women-owned SMEs that are increasingly popular in the creative industry of the country. Out of the 60.5% contribution of SMEs to the National GDP, almost 65% of SMEs are driven by the beautiful hands of Indonesian women. Their contribution is even projected to reach USD 135 billion by 2025.

However, behind that, there are still many challenges they face, one of which is the limited capital experienced by 40% of women-owned SMEs. In order to encourage their progress, collaboration from various parties is needed.

Therefore, Citra has made the "Beautiful Hands of Citra" program as a form of support for women-owned SMEs in the creative field so that they can overcome various challenges and become more empowered and independent.

Citra's initiative is welcomed and appreciated by Kemenparekraf RI because it aligns with the Government's mission to open more inclusive opportunities in the creative economy industry. Sandiaga Uno, the Minister of Tourism and Creative Economy of the Republic of Indonesia, said, "I continue to encourage 3G: Gercep (Move Fast) because we can no longer just walk to chase Indonesia Emas 2045; Geber (Move Together) because we can't do it alone, we have to embrace collaborators including the business world; This year, the number of tenants has increased, showing that this is a very strategic event. So, I appreciate the collaboration of SEMASA as the initiator and organizer of 'SEMASA Piknik' and Citra as the main collaborator. Hopefully, this event will have an impact on the nation's economy and contribute positively to improving the welfare of the community.

Putri Paramita, Beauty & Wellbeing Marketing Lead at Unilever Indonesia, responded, "As a brand that was born in Indonesia more than 35 years ago, Citra has a very clear purpose, which is 'women support women' by always supporting Indonesian women to feel confident by taking care of their skin so they can continue to progress through works born from beautiful and well-maintained skin.

This purpose is realized by always listening to the needs of Indonesian women and making a number of product innovations specifically formulated for the characteristics of Indonesian women's skin, using 100% natural ingredients with 10x brightening and moisturizing power that can meet various needs of their skin care. Among them, like the new Citra Body Serum that we launched at the end of last year."

"In addition, Citra consistently carries out various initiatives to empower women. Continuing its purpose, through the 'Beautiful Hands of Citra' program, this time we are trying to make a real impact on the progress of women's MSMEs by collaborating with the Ministry of Tourism and Creative Economy of the Republic of Indonesia and SEMASA in presenting the 'Citrpreneur Award'; an award that encourages as many women MSMEs in the creative field to maximize their potential and businesses," added Putri.