4 Brand Lines · Product Portfolio
SAHAWOOD works across 4 product lines with different positioning — from iconic homegrown to international partnership.
Reclaimed wooden glasses, handcrafted in Malang. Made in Indonesia, exported globally. Iconic brand line — featured Kick Andy, Metro TV, Big Circle.
Brand partnership with a UK company — production in Malang, distribution Europe. Evidence of scale-up from home-based to international export.
Wooden watches — a combination of wood craftsmanship + leather + quartz machinery. Capacity 100 units/month · premium lifestyle target market.
SAHAWOOD premium sub-collection — classic design for an audience that appreciates high-quality finishing detail. Direct-to-consumer.
Sub-Brand Ecosystem · Diversification Beyond Wood
SAHAWOOD is not a single product. Sadar Hati is building ecosystem of 8 sub-brands — a multi-stream social enterprise that expands employment for marginalized communities in sectors beyond woodcraft: floristry, fashion, culinary. Each sub-brand = a new door to empowerment.
Handcrafted flowers and event bouquets — primary market Shopee marketplace. Jobs for community women + national digital reach expansion.
Florist sub-brand born from Sisternet XL Axiata Women's business empowerment program. Focused on women-led micro-enterprises + the corporate gifting niche.
Vocational tailoring workshop — a women's community of former IPWL clients is given sewing skills + access to a local orderbook (uniforms · home-based garment production · upcycled fashion).
A cluster of food stalls — Nasi Padang + Ayam Pak D — a new stream of jobs for the post-rehab community in the F&B sector. Minimal-capital setup, day-to-day operational sustainability.
8 sub-brands (SAHAWOOD · Bambusee · VOKA · MDMA Classic · Bloomi · safleur · Jahit · Padang/Ayam Pak D) = the diversification architecture that makes Sadar Hati not dependent on a single donor stream. When donor grants decline, the sub-brand ecosystem still provides jobs + a revenue stream — a pattern maintained since the SUM cliff of 2013.
Featured Products · Showroom
A curated selection from the latest lineup. Click the "View on IG @sahawood.store" button for the full collection and direct ordering.
Impact Story · "From Minus to Something"
"Hundreds of former drug users have been helped by Sadar Hati through SAHAWOOD — emotional support, skills training, and economic opportunity to counter social stigma. Every pair of wooden glasses sold = a new job for a marginalized community."
Media Recognition · National & International
SAHAWOOD has been featured by tier-1 Indonesian national + international media. Consistent recognition for its unique value proposition (handcrafted social enterprise · environmental + social impact).
- Kick Andy Show · MetroTV — resource person
- Big Circle MetroTV · 8 Oct 2017 · "From Minus to Something"
- TVRI National — resource person
- Al-Jazeera English · NetTV · JTV
- Kompas · Tempo · Jakarta Post · Media Indonesia
- Bisnis Indonesia · Harper and Bazaar
- Wanita Indonesia · Tabloid Bintang · Radar Malang
- Merdeka.com — "World-class wooden eyewear frames"