Nita Kartikasari, Founder and CEO, KAYA.ID
In the world of business, there are leaders who set their sights beyond mere success. They aim to make a lasting difference—lifting others up as they rise, and turning vision into value that resonates far beyond the boardroom. They are the ones who see beyond the immediate, recognize untapped potential even in the smallest ideas, and commit themselves to nurturing those ideas into something remarkable. They know that real impact doesn’t come from playing it safe or following the crowd. Instead, it’s born from the courage to blaze new trails and stand firm when everyone else says it can’t be done. These leaders build more than businesses—they create legacies that inspire others to dream bigger, reach farther, and believe in their own limitless potential. Nita Kartikasari is one such trailblazer, a woman whose relentless determination has propelled her to the forefront of Indonesia’s thriving startup landscape. As the driving force behind KAYA.ID, a renowned business incubator, Nita is committed to a singular, transformative mission: to empower the country’s small and medium enterprises (SMEs) to reach beyond borders and compete on a global stage.
As the only child of strict yet supportive parents, Nita learned early on the value of independence and discipline. Her late mother and father, though firm in their approach, gave her the greatest gift they could — the freedom to dream big and the confidence to chase those dreams. They always encouraged her to aim high and never settle for less. As a child, Nita dreamed of becoming a broadcast journalist, captivated by the anchors she saw on TV. But as she grew older, her passion shifted to branding, a field that fascinated her during her school years. Nita’s parents, though from humble means, were determined to give her the best education they could, even sending her abroad to Sikakus High School. Despite being the only child, they never spoiled her, instead pushing her to be strong and self-sufficient. It’s those values and lessons that have shaped Nita into the visionary entrepreneur she is today, driven by the pursuit of her dreams and a commitment to giving back.
A Dream Shaped by Humility and Determination
Nita’s career took a pivotal turn when she joined Procter & Gamble (P&G) in 2006, where she absorbed invaluable lessons on living and breathing a brand. The company taught her to view each brand from the consumer’s perspective, moving beyond typical job descriptions and focusing on KPIs that reflected true brand growth. This entrepreneurial approach transformed her perspective, inspiring her to treat each brand as though it were her own business. After a decade at P&G, where she ultimately served as Senior Manager for Asia Pacific in Singapore, Nita returned to Jakarta. There, she was invited to join the expert staff of then-Governor Basuki Cahaya Purnama, commonly known as Ahok. In this position, she connected with numerous small and medium-sized enterprises (SMEs), gaining insight into the unique branding and marketing challenges they faced. “Engaging with so many small and medium enterprises opened my eyes to their struggles, particularly in areas like branding, marketing, and market entry. These were areas where they lacked expertise, and I knew I could help. With over ten years of experience in branding and marketing at P&G, I felt drawn to create something that could empower these businesses,” asserts Nita.
The concept of a business incubator for SMEs began to take shape in her mind. However, she wasn’t entirely sure about taking the plunge into entrepreneurship. Around this time, her personal life brought its own challenges: she returned to Jakarta primarily to care for her mother, who was battling stage 4 lung cancer. After her mother passed away, Nita took a sabbatical to heal and reflect on her next steps. This period became a transformative time for her, during which she not only conceptualized her future venture, KAYA.ID but also began writing a book about her experiences in branding and marketing across Southeast Asia and the Asia Pacific during her time at P&G. “I wrote the book to inspire the youth of Indonesia, showing them that we can compete not only with local talent but also on the international stage,” shares Nita.
Empowering SMEs to Thrive Beyond Borders
On February 14, 2018, Nita launched KAYA.ID alongside her co-founder, Olympic swimmer Richard Sambera with a shared vision: to empower Indonesia’s small and medium enterprises (SMEs) to reach beyond borders. Talking with countless SME owners, Nita realized what they needed was more than advice; they needed hands-on support. And so, KAYA.ID set out to support SMEs by providing hands-on assistance in branding, marketing, and market entry strategies, so these businesses could concentrate on production and quality. With Nita’s branding expertise and Richard’s reputation as a national sports icon, KAYA.ID quickly made a name for itself as a unique business incubator.
When the pandemic hit, many companies scrambled to establish an online presence, but KAYA.ID was already well-prepared. While many multinational corporations were still trying to transition from offline to online, KAYA.ID was already fluent in executing branding and marketing strategies through e-commerce and online marketplaces. This digital readiness allowed the brand to grow significantly during the pandemic. However, what was truly remarkable, though, was how the pandemic pushed the company to innovate further. In 2020, a surge of micro and nano SMEs approached KAYA.ID, seeking help. Initially, KAYA.ID had focused on supporting small businesses, but the overwhelming number of requests from even smaller enterprises led Nita and her team to rethink their approach. So, after some brainstorming, they came up with the idea of creating Kayah Halal Supermarket Online—a platform where these micro businesses could showcase their products, while Nita’s team handled the branding and marketing. The initiative quickly gained traction and proved to be a significant success, providing a much-needed lifeline to smaller businesses during the pandemic.
Innovating Healthier Alternatives for the Modern Consumer
In 2022, after successfully incubating over 200 SMEs, KAYA.ID began investing 30% to 100% in promising household brands like Ohana Mie and Jamune. Ohana Mie, Indonesia’s first instant noodle created specifically for children was born out of Nita’s vision to meet a pressing need in the market. Free from MSG and preservatives, and fortified with spirulina, a nutrient-packed superfood, Ohana Mie offers a healthy and tasty alternative to traditional instant noodles.
Jamune, another brand under Kayaret ID, was an innovative take on the traditional Indonesian herbal drink known as Jamu. Once beloved for its health benefits, Jamu had lost its appeal among younger generations due to its strong, earthy flavor. Nita transformed this traditional drink into a modern, appealing product by infusing it with fruit and flowers, giving it a vibrant color and a refreshing taste. Jamune, now available as “Jamu on the rocks,” can be served cold, making it an attractive option for the younger, health-conscious consumer. Through her investments in Ohana Mie and Jamune, Nita has not only revitalized traditional products but also introduced healthier, more appealing alternatives to the market, making them accessible to a broader audience.
Fostering Creativity and Overcoming the Impossible
When launching Kaya.id in 2018, Nita faced significant challenges, especially because many people around her questioned the decision. Leaving a multinational company to start a business focused solely on small and medium-sized enterprises (SMEs) was seen as a bold and, in some eyes, risky move. At the time, SMEs were not considered a mainstream focus in Indonesia’s business landscape. With only her co-founder Richard Sambera and one key early investor believing in her vision, Nita pressed forward. Her foresight proved prescient when, by 2019, both the government and global community began recognizing SMEs’ crucial role in economic development, positioning Kaya.id as a pioneering force in the sector.
Central to Kaya.id’s success is what Nita calls the “Creativity of the Impossible”. “As a startup, we were constantly told that what we were trying to achieve was impossible, especially when it came to scaling SMEs to the level of large supermarkets. This is why I created the motto ‘Creativity of the Impossible.’ At Kaya.id, we truly believe that nothing is impossible if you have a creative mindset and a big vision,” elucidates Nita.
Her leadership philosophy is centered on a culture of Kaya, which stands for being consumer-centric, always innovating, and leading in everything they do. Nita believes that when you don’t have money, creativity becomes your greatest asset, often leading to breakthroughs that larger companies might overlook. She prioritizes action over perfection, encouraging her team to execute, learn from mistakes, and continuously improve. “I always give my team a chance to make a mistake once,” Nita explains, “because if you learn from it, you can turn it into something better.” Her philosophy has not only led to Kaya.id’s rise as an SME incubator but has also instilled a growth mindset that drives the company’s ongoing success.
Charting a Path to Global Success
Looking ahead, Nita envisions Kaya.id expanding its reach far beyond Indonesia, empowering SMEs across Southeast Asia and even the globe. Her ultimate goal is to transform local businesses into internationally recognized brands, with plans already in motion to break into markets like the Philippines, Malaysia, Singapore, Japan, and the U.S. “Even though you are starting local, you can grow global if you have endurance and passion,” Nita affirms, urging entrepreneurs to think beyond borders. Her long-term goal is for Kaya.id to become a household name, eventually launching an IPO in the U.S., where branding and capital entrepreneurship are more widely understood. As she guides these SMEs, Nita shares valuable advice for young entrepreneurs: create a business with a purpose that extends beyond personal gain. She believes that the key to enduring success is building a company that inspires and helps others. By fostering a generation of passionate and resilient entrepreneurs, Nita hopes to turn local businesses into global brands, empowering the next wave of innovators to make their mark on the world stage.