Page 165 - EBOOK_Jamu: The Ancient Indonesian Art of Herbal Healing

From an idea in the early 1970s, Dr Martha Tilaar built up one of Indonesia’s most important herbal
medicine and cosmetics companies, Martina Berto. Today, the Martina Berto Group employs over
6,000 people and has a very healthy turnover.
Dr Tilaar recognized the essence of jamu is its simplicity. Jamu keeps the body in perfect
health while the massages, lotions and cosmetics enhance it. This fusion of health and beauty, an age-
old philosophy, is the linchpin of Dr Tilaar’s vision. Combining natural ingredients with modern
research and production techniques, and strict quality control, she launched the product range, Sari
Ayu, in 1974, and brought her concept of inner beauty to Indonesian women. It was an unqualified
success.
In 1981, Dr Tilaar constructed a factory, which was state of the art for the fledgling industry.
Its standards of hygiene held their own with the West’s best. Today the Group has three huge
factories that operate to the highest technical and scientific standards. As testimony to Dr Tilaar’s
dedication, Martina Berto has received an impressive number of awards, including the Asia Award
for Quality, the American Gold Star Award for Quality and—twice—the International Trophy for
Quality. The company’s Centre for Non Formal Education in Beauty and Health Care was also
recognized when it won the Government National Trophy for the best school of its kind in Indonesia.
Because of its prime position in Indonesian business, Dr Tilaar is frequently invited to lecture at
management and business meetings throughout the world.
The company is constantly expanding. Current activities include the production of cosmetics,
herbal medicines and food supplements, and the operation of four beauty schools and 25 beauty
salons in Indonesia. Further salons have been opened in Pakistan, Brunei and the USA. Martina
Berto makes over 400 health and beauty products concentrated under four main brands: Sari Ayu
herbal cosmetics, Martina Herbal Products, Pesona Indonesian cosmetics and Biokos Total Age Care,
a rejuvenating skincare range designed both for Asian and Caucasian women. It also produces
Indonesian aromatherapy care and Dewi Sri spa products. The company also runs a foundation
course for jamu research, training programmes for jamu gendong and organizes lavish enactments of
traditional ceremonies, such as royal weddings. Staging these events may be very expensive, but they
generate massive press and television coverage, thus ensuring the scheme is cost effective.
These glittering media events also fulfill another equally important purpose: they preserve
Indonesia’s unique cultural heritage—which is rapidly disappearing—an issue Dr Tilaar feels
strongly about. As part of this effort, the company liaises closely with the Ministry of Education and
Culture to distribute videos of these impressive events throughout Indonesia’s school system. Future
plans include dozens of salons worldwide and the formation of its own MBA course for female
graduates. Those who complete their studies will have the opportunity to become involved with the
international management team of the company. (Photo courtesy of Martina Berto.)

In recent years the upsurge of interest in aromatherapy and spa treatments
has led Martina Berto to develop Oil of Java, a range of pure essential oils with
exotic Indonesian scents. They are also used in its Dewi Sri Spa range, which

combines rice and essential oils to make a variety of tantalizing products.

Jamu Shops
Once it leaves the factories, jamu is available to the retailer through various

outlets. Chic department stores carry jamu. Sarinah Department Store, for
instance, was instrumental in the creation of Jamu Darmi (see page 152).
Nyonya Meneer has its own store in Bali. The larger supermarkets carry a supply
while smaller shops may sell jamu along with other products; in certain parts of