CEO Insights Magazine

Innovation, cultural preservation, and economic progress have all benefited from the leadership of women in Indonesia's retail industry. In addition to introducing new ideas to the sector, their leadership has supported the marketing of regional goods and small- to medium-sized businesses (SMEs). Fetty Kwartati, CEO of Sarinah, has about thirty years of expertise in the retail and banking industries. Her professional background has given her a strong basis to build and expand Sarinah, Indonesia's sole government-owned retail business. Sarinah, under her direction, has prioritized the promotion of Indonesian culture via regional goods, small and medium-sized enterprises, and artistic projects, exhibiting remarkable i ngenuity a nd a rtistry.

Fetty's journey in the retail sector has been both challenging and rewarding, deepening her understanding of customer behavior, market trends, and operational efficiency. She recognizes that retail is a dynamic field where consumer preferences shift rapidly, necessitating innovation, strategic thinking, and a deep commitment to market understanding. Her leadership style has been influenced by these lessons, which have also equipped her to steer Sarinah through the changing retail environment and maintain its success a nd cultural i nfluence.

Embarking on a distinctive exchange with CEO Insights Asia magazine, Fetty divulges the intricate facets of her journey as a prominent leader i n I ndonesia. Let's delve i nto it.

How do you find your experiences ben­eficial in providing strategic insights and governance expertise as the CEO of Sarinah?

The transition of Sarinah has been greatly aided by my wealth of experience in the retail industry. My background in retail also gives me the governance know-how required to successfully negotiate the intricacies of contemporary retail, guaranteeing Sarinah's continued competitiveness while adhering to its core values of promoting Indonesian goods and a rt.

Due to my experience, I can recognize changes in the market, take advantage of opportunities, and put strategies into action that promote innovation and sustainable growth for the benefit of Sarinah and its allies.

What are the best industry practices you pass on from your experience to the team? How do you guide them to embrace improvements in their experi­ence & capabilities?

Agility and customer focus are crucial in the retail industry. My team provides an outstanding shopping experience. I push them to constantly put the requirements of the client first.

We also remain ahead of trends. I stress the s ignificance of m aking d ecisions b ased o n data because, in the modern retail landscape, knowing customer behavior via data is essential.

Another crucial lesson I emphasize is the need for constant innovation in all areas, including product offerings, retail design, digital experiences, a nd marketing i nitiatives.

When it comes to collaboration & part­nership, how do you identify the right market leader to be a part of your en­deavor?

I search for groups that align with our goals and values. The ideal partner should be a leader in their industry and dedicated to advancing Indonesian goods, culture, and sustainability. I look for partners who are committed to our mutual progress, have a proven track record of success, a nd a re creative t hinkers.

I believe that finding synergy is important because it allows both sides to contribute something special and collaborate to accomplish shared objectives.

What is the future roadmap that you have envisioned for your journey?

Sarinah's long-term goal is to become a hub for the best of Indonesian goods and culture as well as an advocate for them. I pledge to uphold our principles and strive for excellence with this vision, never losing sight of the effect we hope to make.

In my opinion, success is more about the positive impact we have on our stakeholders, staff, and the larger community than it is about monetary gains. I see Sarinah carrying on its mission of uplifting Indonesian history in the future, bringing about significant change, and making a p ositive, long-lasting i nfluence.

Considering your rich professional ex­perience, what would be your advice to budding industry leaders?

I would advise them to be adaptable, stay curious, and lead with empathy. The business world is dynamic, and the ability to navigate change with a clear vision and a strong sense of purpose is what sets great leaders apart. Always be open to learning and never underestimate the power of a collaborative team. Most importantly, remember that leadership is about serving others and creating a lasting impact.

Fetty Kwartati, CEO, Sarinah

Fetty Kwartati graduated from Universitas Tarumanagara in Jakarta with a bachelor's degree in economics and from California State University, San Bernardino with an MBA in finance. With over 30 years of experience, Fetty has held a variety of leadership positions, including Director and Corporate Secretary at PT MAP Boga Adiperkasa, VP and Head of Investor Relation & Treasury at PT Mitra Adiperkasa, CEO and Retail Director at PT Sarinah, and significant positions in asset management and risk management at PT Bank Dagang Nasional Indonesia and Badan Penyehatan Perbankan Nasional (BPPN).

Hobbies: Learning about various cultures, Travelling, Culinary

Favorite Cuisine: Indonesian, Chinese

Awards and Recognition: Best CEO Award 2023 from Economics, Best Women Digital Leader of the Year 2023 by Digital Technology and Innovation Awards, Top 10 Women Leaders in Retail from Asia 2023 by Women Entrepreneur India.