MALANG (October 31, 2023) - Since its establishment in August 2023, PENA Coaching Clinic, situated in Malang Regency, has been offering numerous advantages to families who are beneficiaries of Family Hope Program (PKH) and basic food assistance. The clinic aims to help these families enhance their product's selling power.

At the clinic, individuals can learn valuable understanding of marketing, finance, and branding. They are also encouraged to ensure their product is registered as legal, allowing it to market effectively in supermarkets and attract middle- to high-income customers.

Minister of Social Affairs Tri Rismaharini personally joined the event in Malang to motivate the beneficiaries on Tuesday (31/10). Minister Risma emphasizes the importance of legality documents for businesses, in addition to the product's quality.   Thus, the Ministry of Social Affairs (MoSA) provides support to beneficiaries in registering their businesses.

“At initial training, there were 443 participants. Now, they have graduated. For about 135 beneficiaries have requested to have their names removed from the social assistance beneficiary data. It means they become more financially independent,” said Minister Risma.

Minister Risma mentioned that at first, only two businesses had a business identification number (NIB). “Currently, nearly 90% of individuals already possess the necessary permits,” stated Minister Risma during a press conference following her participation in a roadshow and graduation ceremony of PENA in Malang on Tuesday (31/10).

As of now, 432 individuals have NIB, 51 possess PIRT permits or Domestic Industry Production Certificates, and 110 have obtained halal certificates.

PENA in Greater Malang is a collaborative project initiated by MoSA and the Central Bank (BI) with the involvement of House Representative Andreas Eddy Susetyo. Andreas mentioned that the progress of PENA in Greater Malang has been impressive, with numerous individuals benefiting from the growth of their businesses. “I am pleasantly taken aback by the development. The key lies in the consistency of companionship," he stated.

In addition, Samsun Hadi, the Head of the BI Malang Office, emphasized the importance of collaboration between MoSA and BI in PENA, highlighting how it can enhance family honor and dignity. "We appreciate the positive impact it can have on society, becoming more independent, active, and participating,” he mentioned.

According to Samsun, there is immense potential for individuals who receive social assistance. With PENA, they gain access to the knowledge and skills necessary to enhance the product's value.

One of the recipients, Sumadi (43), is thrilled that his product now has fresh and unique packaging.   He is a participant in the Family Hope Program and runs a business with Marie Wijen. On January 20, 2023, Sumadi received PENA, which he utilized to grow his business.

Since joining PENA, this Batu resident has received expert advice on marketing and finance. "I used to focus solely on the profit, but after seeking advice, I now include all aspects." Now, I am attempting to implement the advice I received during the consultation," he said. His earnings have doubled. 

Furthermore, he is strongly advised to register his business in addition to seeking consultation. At present, he possesses NIB, PIRT, and halal certification. To him, this allows for a smoother way to promote his product in supermarkets. Previously, he would deliver his product every week, but now he can increase the frequency to twice a week.