Empowering Housewives and Small Enterprises in the Former Dolly Red-Light District: Enhancing Competitiveness Through Mentorship
Empowering Housewives and Small Enterprises in the Former Dolly Red-Light District: Enhancing Competitiveness Through Mentorship
The former Dolly red-light district in Putat Jaya, Surabaya, which was closed in 2014, has undergone a transformation through economic empowerment programs, particularly for affected women. With government support, several small businesses such as Yora Collection and Gen’s Craft were established to develop batik as an alternative livelihood.
However, these businesses face significant challenges, including a lack of brand identity, weak marketing strategies, limited production technology, inefficient financial management, and a lack of legal business status.
Petra Christian University’s Role in Mentorship
To help overcome these challenges, Petra Christian University (PCU) has implemented a mentorship program aligned with the Merdeka Belajar Kampus Merdeka policy and Key Performance Indicators. This program includes:
✅ Branding and digital marketing training
✅ Financial record-keeping and management
✅ Business legalization assistance
✅ Design and production technology development
This mentorship aims to enhance the competitiveness of small businesses in the batik industry while contributing to the Sustainable Development Goals (SDGs), particularly in poverty alleviation (SDG 1) and women’s empowerment (SDG 5).
Mentorship Team and Expertise
This program involves experienced academics and practitioners in their respective fields:
Dr. Aniendya Christianna, S.Sn., M.Med.Kom.
An academic and art practitioner with experience in empowering housewives and small enterprises in the former Dolly area.
Adelina Proboyo, S.E., MBA
Experts in strategic marketing and financial management, assisting in formulating innovative marketing strategies based on market dynamics and consumer behavior analysis.
Mariana Ing Malelak, S.E., M.SM., M.Rech.
Experts in strategic marketing and financial management, assisting in formulating innovative marketing strategies based on market dynamics and consumer behavior analysis.
Yohan Gunawan Henuk, S.E., M.M.
A specialist in Branding & Digital Marketing, focusing on strengthening brand identity and leveraging digital platforms and creative content to boost sales.
Program Impact on Sustainable Development Goals
This mentorship program directly supports several Sustainable Development Goals (SDGs):
Alleviating poverty through economic empowerment of housewives and small enterprises.
Enhancing women’s financial independence, particularly for housewives.
Encouraging inclusive and sustainable economic growth by strengthening small enterprises.
Utilizing innovation in marketing and digital branding to strengthen small enterprises.
Creating sustainable communities through social and economic transformation in the former Dolly area.
