Page 170 - EBOOK_Jamu: The Ancient Indonesian Art of Herbal Healing

overtook supply overnight and her order books overflowed.
Despite the amazing success of her business, Martha Tilaar still pushes herself to the limit. Her
working day starts when she picks up the phone at 7 am and does not usually finish until late into the
evening. When she travels, she puts herself through a punishing schedule for the cause of beauty and
for Martina Berto, the name of the company which now produces the Sari Ayu line. Her involvement
is total, her enthusiasm infectious and her working hours unlimited. But Ibu Martha simply shrugs
and says: “I am in love with this business.”

If you listen to gossip you will find that the name Martha Tilaar is either loved or feared, that
there are no half measures. In some circles she is known as ‘the godmother’. In business she is said
to be dynamic, driven and uncompromising. Indeed, she says of herself, “I am very, very tough”, and
has proven this quality repeatedly. People close to Ibu Martha speak of her leadership qualities,
personal charisma, warmth and sense of fun. In private, she is said to be very emotional and kind-
hearted, although this softer side is carefully kept under wraps.
It is typical that on weekends she often goes off on her own to collect handicrafts and batiks
from the villages. The generous gesture is dismissed with “they’re so poor someone has to help
them”. Staff are used to receiving an assortment of goods to be promoted and sold. Such adventures
can have unusual results: one day a whole factory corridor was festooned with beautifully made
paper lanterns. They were apparently the work of an 80-year-old woman who was almost destitute.
To help, Ibu Martha bought her entire stock, then faced the problem of what to do with it. (Photo
courtesy of Martina Berto.)