Secara umum, femtech adalah produk dan layanan yang menggunakan teknologi untuk mendukung kesehatan wanita. Yoona Digital Indonesia merupakan salah satu startup di Indonesia yang bergerak di bidang femtech dengan mengembangkan teknologi untuk membantu perempuan Indonesia merawat diri mereka sendiri dan hidup lebih sehat dengan menggunakan produk berbahan organik.
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TVTranscript
00:00 [Music]
00:26 Hello, welcome back to Women's Talks. I'm Pris Sombadhatu.
00:30 I'm back with a female tech startup
00:39 that specializes in organic women's clothing.
00:44 This is very important for women.
00:46 Today, we will talk with the CEO, Susana Anggrani.
00:50 Follow me on Women's Talks, IDX channel.
00:55 [Music]
01:00 In the digital era, many companies provide new products and services
01:05 that help us get our daily needs
01:09 with various innovations by innovators
01:12 to meet the market needs and facilitate users.
01:16 One business model that we can find in the current era is Femtech or Female Technology
01:23 Femtech is a service product that uses technology to support women's health.
01:29 This sector is related to the handling of various problems related to women.
01:36 One of Indonesia's startups in the field of Female Technology is Yuna Digital Indonesia
01:43 where Yuna develops technology to help Indonesian women
01:47 to take care of themselves and live healthier
01:50 by using organic products.
01:53 In this regard, Yuna provides safe and comfortable organic clothing products
01:58 for all women in Indonesia.
02:01 What is Yuna's strategy in introducing organic products for women in Indonesia?
02:09 Let's watch the discussion with Yuna's CEO, Susana Anggrani, only on Women's Talks.
02:15 [Music]
02:21 Let's talk with Yuna's CEO, Susana Anggrani.
02:29 How are you, Susana?
02:31 I'm good, how are you, Prisca?
02:32 I'm good. This is the second time we talk
02:36 because we have been on Power Breakfast program before.
02:39 You are a Femtech founder and claimed to be the first female organic clothing producer in Indonesia.
02:51 Yes, that's right.
02:52 You said you started because of your personal experience.
02:54 That's right. I was a bit in a pinch at first.
02:57 It was because of my own personal pain in connection with my period.
03:03 Since my first menstruation, until about five years ago, I was filled with struggle.
03:11 I was always itchy.
03:13 Irritated?
03:14 Irritated.
03:15 I used to say this in a shy way, a bit taboo.
03:17 I think there was a stigma when I said this.
03:19 But, I was a woman at that time, so I just accepted it.
03:24 So, during that period, I thought itching was part of my period.
03:31 Five years ago, it was the time for my child to prepare for her first period.
03:40 Usually, as a mother, we think about our child's future.
03:46 What should I do so my child won't be itchy?
03:49 Because my child has a very sensitive skin.
03:52 So, if I get itchy, it will be worse for her.
03:55 I started to look for a cover that doesn't make me itchy.
04:00 Because, honestly, I've tried almost all of the covers in Indonesia.
04:04 I'm sensitive and itchy.
04:06 But, at first, maybe you thought, "Maybe it's me."
04:11 "Maybe it's something else."
04:12 Because, I think other people have never had a problem.
04:16 Finally, when I saw a child who has become a teenager,
04:20 I think, "Ah, there must be something I have to fight for."
04:26 It turned out that I was a child.
04:28 But, I'm curious.
04:30 How old is your child, Susan?
04:33 If she's a teenager, it means she's a girl.
04:37 Yes, that's right.
04:38 My child is 17 years old now.
04:40 The second one is 15 years old.
04:42 I'm 43 years old now.
04:45 That's amazing.
04:46 So, besides talking about Femtech,
04:49 maybe we should talk about the secret so you can be a teenager.
04:55 From there, the important thing is for the family,
04:59 for me to get the right cover.
05:02 How did you get the business idea?
05:05 Since she got the idea,
05:09 I happened to have a trip to Korea.
05:13 So, I tried the covers there.
05:16 It didn't make me itchy.
05:18 So, from the beginning until about 3-4 years ago,
05:24 I always stocked the covers from Korea.
05:27 So, when I went there, I brought the covers home.
05:30 So, the covers were already wrapped.
05:32 Or, it could be just shipped.
05:33 It could be stocked.
05:35 Then, in 2020, there was a pandemic.
05:38 There couldn't be any trips.
05:40 It couldn't be just shipped.
05:42 It couldn't be shipped internationally.
05:44 So, the three of us,
05:46 I was the only daughter at home.
05:48 The three of us didn't have a wrapped stock.
05:50 It was very confusing.
05:52 So, I started asking my friends.
05:55 I did some research.
05:57 "Do you have a wrapped stock?"
05:59 And so on.
06:00 Finally, I met my partner.
06:02 We talked about it.
06:04 Maybe this could be an opportunity
06:06 for us to make organic wraps
06:09 for the Indonesian market.
06:11 That was the beginning.
06:12 But before that, did you actually work in another field?
06:18 And now, you're focusing on Yuna.
06:20 Actually, I used to work in consumer goods.
06:24 So, I know a bit about consumer goods and retail.
06:27 You're still in one.
06:28 Yes.
06:29 After that, half of my other career,
06:31 I spent it as an entrepreneur
06:33 in the F&B chain.
06:37 When did you finally decide to quit?
06:42 So, my F&B business
06:45 was running for about 10 years
06:47 before the pandemic.
06:49 Unfortunately, the pandemic
06:52 stopped everything.
06:54 I was hoping for it to end.
06:56 Okay.
06:57 So, I think the timing was right.
07:00 When my business was about to close
07:03 due to the pandemic,
07:04 I had my own personal plan
07:06 about wrapping.
07:08 So, we decided to make this.
07:10 So, the idea came up
07:13 in 2020.
07:16 Finally.
07:17 The execution started
07:20 to look for a production site
07:24 in 2021.
07:26 That was the pandemic.
07:27 We couldn't go abroad.
07:29 We couldn't go anywhere.
07:31 And finally, the product line launched
07:34 in June 2022.
07:37 How did it launch in 2022?
07:39 If we look at it,
07:41 or all of you who have used Yuna
07:44 or are familiar with it,
07:45 because it has been sold to
07:49 how many?
07:50 We mentioned it earlier,
07:51 2,000 outlets.
07:53 2,000 outlets all over Indonesia.
07:55 Right.
07:56 To places like Alfa Indomaret.
08:00 Right.
08:01 At Alfa Midi,
08:02 Sociola,
08:03 KKV,
08:04 Grand Lucky Supermarket,
08:05 Tottenmark,
08:06 and many more.
08:07 So, it's actually
08:09 very easy to find.
08:11 Right.
08:12 I saw earlier
08:14 that this is produced from
08:17 this.
08:18 Household product
08:20 from China.
08:21 Yes.
08:22 So, is this actually a local product?
08:25 Or how?
08:26 Okay.
08:27 All branding, ideas,
08:29 formulation, and so on
08:30 are made locally
08:32 by our team in Indonesia,
08:34 by our founder team,
08:35 and we also have an in-house doctor
08:37 who formulates it.
08:38 Even an in-house doctor?
08:39 Right.
08:40 Formulates this.
08:41 Because as serious as it is,
08:43 when I think about
08:45 making this health product,
08:47 it's not just about making a wrap,
08:49 but it's really about
08:51 how to get rid of irritation.
08:53 And actually,
08:54 what's a bit scary is
08:56 that there's a lot of chemical content
08:59 in the products on the market.
09:01 Well,
09:02 is it the same in Indonesia
09:04 for products that...
09:06 We've found a lot of them,
09:08 right?
09:09 Yes.
09:10 There are a lot of them produced in Indonesia.
09:12 What are the problems
09:13 for organic products
09:14 produced in Indonesia?
09:15 That's it.
09:16 The most difficult thing is
09:17 the availability of raw materials,
09:19 and production lines as well.
09:22 So, in 2021,
09:23 maybe we'll go back to the story
09:25 why the products are produced outside,
09:26 not here.
09:27 In 2021,
09:28 when we formulate this product,
09:31 we try to find
09:32 where we can produce this product.
09:34 Coincidentally, it's very difficult in Indonesia.
09:36 It's very difficult at that time.
09:37 You can say there's none.
09:38 I used to think,
09:39 "Oh, the production is in Indonesia."
09:40 Right.
09:41 Right.
09:42 At that time.
09:43 Even if we can produce it,
09:44 there's no raw material.
09:45 Okay.
09:46 At that time.
09:47 So, the raw material is from...
09:48 Our organic cotton
09:50 is imported from Germany.
09:52 From Germany,
09:53 produced in China.
09:54 That's right.
09:55 Okay.
09:56 We'll discuss it later.
09:57 We'll finish it first.
09:58 Yes.
09:59 And the premier of Women's Health
10:00 will stay with us.
10:01 We'll be right back.
10:03 [Music]
10:14 Thank you for coming back to Women's Health.
10:16 We're still talking with the CEO of Yuna.
10:19 Yuna is a femtech.
10:22 She produces organic wrapping,
10:25 especially the sensitive ones.
10:28 During menstruation.
10:29 And,
10:30 there's even a magazine.
10:33 Yes. Education book.
10:34 Okay. Education book.
10:36 Wow.
10:37 Where are you more curious?
10:40 Are all women
10:42 who are still menstruating?
10:46 Or how?
10:47 Okay.
10:48 Maybe from Yuna herself,
10:49 we have two target markets.
10:50 The first one,
10:51 our primary target market,
10:52 is women 24 to 35 years old.
10:55 At first,
10:58 we market our products with D2C,
11:00 direct to consumer.
11:01 So, it's technology-based, online.
11:04 That's why we think 24 to 35 years old
11:06 is the age range
11:08 where they are very digital savvy.
11:10 Online transactions, etc.
11:12 So, the education we provide
11:15 can be easily delivered to them.
11:17 That's the first one.
11:18 The second one,
11:19 our target market is the school age.
11:22 So, from 12 to 23 years old.
11:24 So, from the first period
11:27 until the college age.
11:29 We feel that our secondary target market
11:31 will stay with us the longest.
11:35 Because the period is long.
11:37 From 12 years old until menopause.
11:40 So, there are two target markets.
11:41 Okay.
11:42 If we look at the packaging,
11:44 it's a bit different
11:46 from the packaging that is usually used.
11:49 Usually, it's plastic.
11:51 But this one is more...
11:54 I said it's more like skincare.
11:56 The model is more like skincare.
11:58 Why?
11:59 Is it because it's organic?
12:02 Usually, when we talk about wrapping,
12:05 it's more like monthly shopping.
12:07 It's like a kind of grocery.
12:09 Right.
12:10 How is it?
12:11 From the packaging design,
12:13 we think about positioning the product.
12:15 So, I think that
12:17 this wrapping,
12:18 which is considered as a commodity,
12:21 a part of monthly shopping
12:22 that is not thought about much,
12:24 can be placed as a healthy lifestyle product.
12:29 When people buy it,
12:32 they think about a healthy lifestyle.
12:35 With wrapping,
12:36 there is a stigma that wrapping is sad,
12:41 it's embarrassing to talk about,
12:43 it's something that is not expected every month
12:46 because it's painful, etc.
12:48 So, it feels gloomy.
12:49 When we make this packaging,
12:52 we want to show that
12:54 as women,
12:55 we have to embrace that period as part of our daily life.
12:58 That's why the first color is colorful.
13:00 Okay.
13:01 It's not like we cover it because it's embarrassing.
13:04 Or the second one,
13:05 the shape is a cardboard box, not plastic.
13:09 Because we also care a lot
13:11 about the waste that is caused by wrapping.
13:16 Most of the packaging is plastic,
13:19 and the wrapping also contains plastic.
13:21 That's why plastic waste
13:23 cannot be recycled for hundreds of millions of years.
13:27 That's right.
13:28 Plastic wrapping.
13:29 With our organic pads,
13:31 made from 100% organic cotton,
13:33 it's biodegradable.
13:34 Okay.
13:35 Is there no plastic element or minimum
13:38 compared to what is in the market
13:40 that we often see now?
13:42 Yes.
13:43 To be 100% free plastic is difficult.
13:45 Indeed.
13:46 Frankly, we still have a job,
13:48 which is the wrapper.
13:50 The wrapper is made of aluminum.
13:52 Why do we have to use aluminum?
13:54 Why not plastic?
13:56 One of the reasons we can get itchy
13:59 is because women usually carry wrappers in their bags.
14:03 And when we test it,
14:05 there's a lot of dust, bacteria, etc.
14:09 The wrapper is not completely sealed.
14:12 With aluminum,
14:14 the cover can be very tight.
14:16 Okay.
14:17 That's it.
14:19 The material of Yuna,
14:21 as I said, is a panty liner.
14:23 There are also various types.
14:26 There are 15 cm to 36 cm,
14:31 which is especially for night time.
14:33 That's right.
14:34 Okay.
14:35 The packaging is very Korean.
14:38 Is it just my feeling?
14:40 Yes, that's right.
14:42 The packaging is Korean-inspired.
14:45 Yuna?
14:46 Yes, Yuna.
14:47 Yuna is a name that is used a lot in Korea.
14:50 Because it means very good,
14:52 it means a light.
14:54 Here, it's like a moon.
14:56 That's right.
14:57 Yuna means a ray of light
14:59 that specifically comes from the moon.
15:02 So maybe it's related to the moon.
15:06 It's as simple as that.
15:08 Taking the name Yuna.
15:09 That's right.
15:10 That's the first.
15:11 The second, I think now in Southeast Asia,
15:13 women from South Korea
15:15 are more aware of themselves.
15:18 So it's an inspiration.
15:20 So compared to Asia,
15:23 I think Korea, according to observations from cases,
15:27 is more aware of female wellness.
15:31 Yes, first about female wellness.
15:34 Maybe beauty is also more advanced.
15:36 The difference is,
15:37 especially my personal experience,
15:39 in Indonesia,
15:40 becoming a woman is not easy.
15:42 Because usually we can't think of ourselves.
15:46 Usually we think of others first,
15:48 we are the last.
15:49 And sometimes we forget.
15:50 Especially if this is,
15:51 "Oh, just wear it once, that's it."
15:54 Sometimes we think like that.
15:57 To increase the market target of Yuna herself
16:01 and also sales, of course.
16:03 How to increase awareness of Indonesian women,
16:06 the importance of paying attention to body health,
16:11 especially in remote areas
16:14 and the use of products like Yuna.
16:18 The biggest challenge and also our biggest initiative
16:21 is to do education.
16:23 We do education in various ways.
16:25 First, of course we provide a digital platform for education.
16:29 For example, if my child wants to find information about periods,
16:33 now he can go to our website,
16:35 all the modules are complete.
16:37 In the past, maybe it was a bit scattered everywhere.
16:40 And the source is credible or not, we don't know.
16:43 That's the first.
16:44 The second, we also do a lot of activities,
16:47 school to school, office to office,
16:50 maybe later in many places again,
16:52 by bringing our doctors to educate about female hygiene.
16:57 Okay.
16:58 Because maybe there will be a better impact for the long term.
17:02 Maybe it doesn't feel like it now,
17:03 if you wear something random,
17:05 but the long-term impact,
17:07 of course the organic is better.
17:10 That's right.
17:11 Okay, let's continue another segment, Mrs. Susan.
17:14 And the interested audience may also have a business of their own,
17:18 or run a business.
17:20 We will get inspired again with Mrs. Susan,
17:23 stay tuned on Women's Talk.
17:27 [Music]
17:37 Thank you, Mrs. Mir, for joining us again on Women's Talk.
17:40 We will still discuss with the CEO of Yuna.
17:44 You must be curious, what is this organic wrap?
17:47 I'm also curious actually.
17:49 Actually, it looks almost the same.
17:52 What makes the difference?
17:55 Okay, this is the difference.
17:57 The first one, the top layer is 100% organic cotton.
18:01 So it's very soft.
18:03 The usual one is a bit plastic-like.
18:07 This is very soft and safe to peel.
18:09 It doesn't irritate.
18:10 It doesn't irritate and also,
18:12 I heard there is a technology to remove the bad smell.
18:15 That's right.
18:16 This is a technology that Yuna has just used in Indonesia.
18:20 In the middle there is a strip called Onion Strip,
18:23 which is used as an antibacterial.
18:25 So this is actually a negative ion.
18:27 The negative ion is actually in the air.
18:29 As an antibacterial, the most noticeable thing is,
18:32 if we replace the old wrap, there is a little smell.
18:35 This antibacterial prevents the smell and the smell.
18:38 To be able to reach this stage,
18:41 to reach the consumer's hands in the middle of the pandemic,
18:43 how was the process at that time?
18:45 Was it just through video conference?
18:48 Or was it to accurately meet expectations?
18:53 That's right.
18:54 At that time, we couldn't go anywhere.
18:56 So based on video calls, Zoom, etc.
18:59 But we still sent the product to the lab.
19:02 Then we also checked all the prototypes and all kinds of things.
19:07 International shipping, shipping between labs, etc.
19:10 Even during production, we monitored with video calls.
19:14 After that, with hundreds of prototypes,
19:18 we finally found the best formulation.
19:21 This is what we registered to Kemenkes in Indonesia.
19:24 Okay, every month, right?
19:26 That's right.
19:27 What is the development so far?
19:29 What about the users and the animus?
19:31 Yes, we are honestly very happy and a little surprised.
19:36 Because it turns out that the response is far above our internal plan.
19:40 Oh really?
19:41 Yes, that's right.
19:42 What was the plan back then?
19:44 The plan was, okay, we might just demolish the area first.
19:48 Then we don't have to make it too big.
19:50 Because this is Indonesia, the market.
19:52 But it turns out that since we launched,
19:54 we've been going for 16 months,
19:56 we've had 6 times, 7 times more than last year.
20:00 So this causes a problem that we can actually say is a good problem.
20:05 The goods are often out of stock.
20:07 We're also confused, "Oh, the goods are out again."
20:10 So maybe the production speed will be faster,
20:12 and the number will be more.
20:14 Okay.
20:15 And this can be said that Yuna is a pioneer in Indonesia.
20:19 Because we often see sensitive hair, sensitive skin,
20:24 sensitive face, sensitive body.
20:26 But an organic wrap like this,
20:29 especially for women who are often sensitive when menstruating,
20:32 I myself also feel that it is still rare.
20:35 That's right.
20:36 Okay, so now you're a career woman.
20:41 How long? Full 9-8 hours at the office?
20:46 Yes, full time.
20:48 I'm now a partner at Yuna,
20:50 I handle Yuna.
20:51 So I'm really focusing on this every day.
20:54 Who is the support system from Mrs. Sistem?
20:57 Or what?
20:58 I think the biggest support system is definitely from the family.
21:01 From my husband's family.
21:03 His family is also very supportive.
21:05 Since the pandemic, they've been supportive.
21:07 And maybe my two daughters are also a big support.
21:12 Because they are both women, they are also teenagers.
21:14 They are also Yuna's users.
21:17 We often discuss this female hygiene issue.
21:21 And they are also my test subjects.
21:24 And hopefully, with what I do,
21:27 I can be an inspiration for them,
21:30 for their work in the future.
21:32 The support from the family is very useful.
21:35 What are the challenges you feel so far?
21:38 After starting mass production,
21:42 and it has been found in 2,000 branches of Queen Outwear in Indonesia.
21:47 What are the biggest challenges so far?
21:49 What is the number one thing you are trying to overcome?
21:53 Number one, of course, is the availability of products.
21:56 Because as I said earlier,
21:58 the response market, both from consumers and retailers,
22:03 who offer to register our products in their retail retailers,
22:07 is increasing.
22:09 So we're like, "Okay, let's distribute as much as possible."
22:14 But the availability of products must be adjusted first.
22:17 That's the first.
22:18 Second, education for this category is very important.
22:23 So speed, resources, that's also what we need to add this year.
22:27 Maybe it will create a commercial break or something,
22:32 or in the future, to campaign more about organic cotton.
22:36 Right. Maybe before, we were still very focused on digital.
22:40 Because we started from D2C Company,
22:42 Direct-to-Consumer Company, which is all digital.
22:45 But especially in 2024,
22:47 because we have more offline distribution,
22:50 our marketing touchpoint will be increased.
22:52 So it used to be only digital ads,
22:55 and now it's social media.
22:57 Next year, we will increase activities below the line,
23:01 activation, visual touchpoints in retailers,
23:06 radio, newspapers, and so on.
23:08 How to make a profit?
23:12 Because the price is not too different from the current market.
23:16 If I'm not mistaken, how much is this?
23:18 This is the...
23:19 Night.
23:20 The night.
23:21 How much is it?
23:22 The night is one box, it contains 8.
23:24 The day is the same, one box contains 10.
23:26 The price is the same, Rp. 34,800.
23:28 Rp. 34,800.
23:30 The market is also so-so.
23:32 Yes.
23:33 For something organic, this is still affordable, right?
23:37 Right.
23:38 But it's already a profit, of course.
23:39 Of course.
23:40 How? How can it be?
23:42 Yes, with the number of skills,
23:44 it is also very important to get a cost that can be pressed.
23:48 That's the first.
23:49 The second, the most important thing is to streamline the logistic process
23:54 and also partner with the right retailer.
23:56 So, being a leader or a boss,
24:00 is there a challenge?
24:03 Especially as a woman.
24:04 Yes, that's right.
24:05 Is it true that the majority of women work at Yuna?
24:08 Yes, fortunately, most of them are women.
24:10 So, there are men.
24:12 We are not like, "Oh, all of them have to be women."
24:14 No, definitely.
24:15 Maybe 80% are women.
24:17 But it's not too difficult,
24:18 because you've been to F&B before,
24:21 and also...
24:22 FMCG, Consumer Goods.
24:24 So, it's not too difficult, right?
24:27 Yes, it's not too difficult.
24:28 But the challenge is different.
24:30 The challenge is different.
24:31 Because this is a startup company.
24:32 The previous one was an established company.
24:34 The company already has a system and so on.
24:36 But maybe setting up a company is a new challenge
24:39 when setting up Yuna.
24:41 Okay.
24:42 But I wish you all the best for Yuna.
24:44 Amen. Thank you.
24:45 So, for the coach, for the salesperson,
24:48 for the one who was already drowned,
24:51 can rise again and shine again,
24:53 even useful for many women in Indonesia,
24:57 and later, the hope is also global.
24:59 What do you think from Susana Anggrai?
25:02 Yes, maybe from me,
25:03 when I do this business,
25:05 usually I start with a purpose.
25:07 And what makes me keep going,
25:10 doing this business,
25:11 how many lives I can touch every day,
25:15 and that's what always makes me keep going,
25:18 keep going, progressing.
25:20 Okay, keep going, progressing.
25:22 That's from Susana Anggrai.
25:26 Thank you for sharing a lot of information this time.
25:28 Keep going for Yuna,
25:30 and also Femtech all over Indonesia.
25:33 Hopefully more and more people will use it,
25:35 more and more people will be aware about
25:37 female wellness.
25:40 And the winner of the Women's Law Award this time,
25:43 hopefully it can be a reference,
25:45 an inspiration for you,
25:46 I'm Prisa Sambudatup.
25:47 I'll say goodbye. Bye-bye.
25:49 Thank you.
25:51 Thank you so much, Prisa.
25:52 I'm so happy.
25:54 [Laughs]
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