KBRN, Jakarta: Amidst the massive influx of imported textile products in Southeast Asia, the Tanah Abang Metro Wholesale Center remains a stronghold for Indonesian businesses. By relying on domestic raw materials and independent production, several businesses in Tanah Abang have proven that the ‘Made in Indonesia’ label has appeal that transcends national borders.

When met at Block B Tanah Abang, SLG floor, on Wednesday (12/24/2025), a senior employee of ‘My Hijab’, Novi  conveyed that he key to competitiveness in the market lies in their commitment to maintaining one type of high-quality raw material rather than simply following market trends. Since 2019, this store has exclusively used Yoris fabric for its entire collection of plain moslem dress.

A senior employee at My Hijab, Novi. (Photo:RRIVOI/Putri Cahaya Purnama)

She also explained that the decision is a strategy to maintain exclusivity. “We only use this one material. Other stores might not have it. So, we're the only one using this material,” she said. The strategy has proven effective, even as the market is fulfilled with cheap imported goods. Customers from Malaysia to the Philippines continue to seek out their products due to thick and non-transparent fabric quality.

Still on the same floor, the 50-year-old store owner, Yul Salim, or Jeje as he is known, faces competition from imported products with a practical market logic through his brand ‘Nema’z Collections’. He produces his own koko shirts with a father-and-son concept using local fabrics such as Interlace and Rami.

Nema’z Collections owner, Yul Salim, also known as Jeje. (Photo: RRIVOI/Putri Cahaya Purnama)

He has seen a gap in the market between imported products, which are often too extreme in terms of price and quality. “There are also cheap imported products, but they are not very comfortable to use. There are also imported materials that are too expensive,” he said. 

By keeping prices between Rp130,000 and Rp160,000, he has successfully attracted buyers from Thailand to eastern Indonesia, such as Papua.

The commonality between the two businesses lies in their full control over the production process. Owning garment factories in Tangerang and Sukabumi allows them to maintain consistent product quality, a value-added feature that is difficult to achieve in large-scale mass production.

In spite of their base in Tanah Abang, they have adapted to the digital era through TikTok Shop and an admin order system to facilitate international repeat orders. This phenomenon shows that in Tanah Abang, Indonesian local products are not merely surviving but redefining comfort and quality standards for global consumers.