Sri Aminarti, an entrepreneur from Wonosobo—a mountainous region rich in economic, tourism, and agricultural potential—has been running her snack business, “Damelane Mae” (meaning "Mama’s Handmade" in Javanese), for over 12 years, sharing unique and authentic flavors with the people of Tangerang. Her product line includes cassava chips, banana chips, and a refreshing lemon lemongrass drink.

Without a formal education in business, Sri gained essential skills and knowledge through involvement in community organizations like BKKBN and PKK, where she serves as a secretary. This role has provided her with valuable learning opportunities, such as workshops covering business management and administration. By actively engaging in these networks, she has strengthened her understanding of business operations and recognized the importance of building a loyal customer base through social connections.

Innovation and creativity are hallmarks of Sri’s business. She loves experimenting with ingredients, producing unique chip flavors that cater to a wide range of tastes while staying true to Indonesian culinary traditions. One of her brand’s trademarks is the use of cassava sourced directly from Wonosobo, a region known for its superior cassava quality. This ingredient, Sri believes, gives her chips an edge, setting them apart in Tangerang’s competitive market.

Maintaining the authenticity of her products brings challenges. Sri faces competition from other vendors offering similar snacks but remains confident in her product’s distinctive taste, derived from Wonosobo’s high-quality cassava. Another hurdle is the long, 13-hour journey to transport cassava from Wonosobo to Tangerang, which requires significant time and effort to ensure freshness and quality. Despite these obstacles, Sri’s dedication to originality keeps her focused on her goal of bringing the unique flavors of her hometown to a wider audience.

In addition to logistical issues, Sri also navigates regulatory barriers, such as obtaining halal certification—an essential step to enter larger retail markets. Although her products currently thrive in local bazaars and community events, gaining certification would allow her to expand her customer base through retail channels. In the meantime, she engages her loyal customers through social media, with regular updates and promotions on Instagram.

Sri’s journey is a testament to her resilience and adaptability, qualities that have driven her success despite limited formal education. Her love for sharing Wonosobo’s flavors keeps her dedicated to her craft, and she hopes to inspire aspiring entrepreneurs by showing that anyone can succeed in business through determination, a willingness to learn, and a commitment to their vision. Motivated by her motto, “Where there is a will, there is a way,” she demonstrates that passion and perseverance can overcome even the most challenging obstacles.

Through "Damelane Mae," Sri not only brings authentic flavors to a broader audience but also highlights the richness of Wonosobo’s culture. Her journey exemplifies how, with dedication and innovation, even the most challenging paths can lead to meaningful success.