Malanginspirasi.com – The intense competition in Malang’s culinary industry has not deterred Ika Indahyani from pursuing her passion. Through her flagship product, Dhiandra Brownies, she has confidently expanded her market reach by refining her marketing strategies.
“Initially, it was about channeling my hobby of making various cakes, which eventually evolved into an activity to develop my talent and skills,” she told Malang Inspirasi.
Over the past five years, Ika notes significant business growth, particularly in expanding employment opportunities. Her business has also benefited from equipment assistance.
“The first was equipment assistance from Grab at the PercayaProjeX event in 2022. The second was assistance from the Malang City Cooperative and Trade Office in 2023, at the Equipment Stimulus event at the Atria Hotel Malang in August,” she explained.
According to the alumna of SMP Negeri 5 Kota Malang, this assistance has further motivated her to increase production.
“I started this business self-taught, learning from social media. Therefore, I still have a lot to learn,” says the woman who produces her brownies and cakes at Jln Lesti Gg 1 no 47 Kota Malang.
“Besides fulfilling orders, I also produce cakes and consign them to several kiosks selling traditional cakes, especially in the Sukarno Hatta and Sawojajar areas.”
The unique selling point of Dhiandra Brownies lies in its crunchy exterior combined with a soft interior and a balanced sweetness suitable for all ages.
“I deliberately increase the variety of toppings because I want my brownie product to be different from similar snacks,” she added.
She emphasizes that her brownies and all the snacks she produces are free from preservatives and added sugar, making them safe for consumption by everyone.
Expanding Market
Entering its fifth year, Ika states that she will continue to add healthy snack product variants to further expand her market.
“So far, Dhiandra Brownies offers baked brownies, dried brownies, and various cookies,” she explains.
“But in the future, I will add product variants in the healthy snack category,” she added.
For Ika, her business is not merely about financial gain. It has also provided her with invaluable experiences, such as creating jobs for many and sharing her knowledge with other local UMKM (Micro, Small, and Medium Enterprises) players in Malang.
Active in the local UMKM community in Kota Malang, the mother of three has gained various opportunities to promote her products more widely. Ika is proud to have earned the trust of the Malang City Cooperative, Industry, and Trade Office (Diskopindag), where the 120 participating micro-businesses have been carefully selected based on complete legality, attractive packaging, and proven product quality.
“One of the most memorable experiences was participating through the Diskopindag Kota Malang through the Micro Business Sector, where I participated in the Empowerment through Micro Business Partnership (Business Matching) activity in 2024 at the Ascent Hotel, Malang in October 2024,” she explained.
“At that time, the activity invited 17 potential buyers from within and outside Malang City, so my product could become more popular,” she emphasized.
Ika emphasizes that consistency and innovation are key to success. She believes that courage to take risks and a willingness to learn from mistakes are essential for achieving goals. Through her dedication and perseverance, Ika Indahyani continues to inspire others, proving that success is within reach for those who remain committed and innovative.
