Dharma Jaya Launches DJawara to Boost Commercial Potential

Perumda Dharma Jaya will launch an animal food product called DJawara in the near future. This product is targeted to boost the commercial potential of the company's business.

We want to boost commercial sales

Perumda Dharm Jaya President Director, Raditya Endra Budiman said the commercial product named DJawara consists of three animal food products namely, beef with name DJawara Meat, DJawara Chicken for chicken, and DJawara Fish for fish.

"The name DJawara is taken from the abbreviation of the name Perumda Dharma Jaya, namely DJ. While Wara comes from the word franchise. So when merged into DJawara. Aside that, the name DJawara was also inspired by the story of a Betawi character, Bang Pitung, who became a champion for Betawian people," he expressed, Monday (6/12).

Commission C Asks Dharma Jaya to Prioritize Meat Readiness Ahead of Ramadan

He hoped that it could immediately be marketed to the public with better processes and quality standards that could be accepted by the wider community. Therefore, raw meat products of animal origin would have different specifications both in terms of product type, quality, size, variety, and packaging from regular products.

He detailed Dharma Jaya uses imported and local beef that has the best quality for DJawara Meat. DJawara Meat products that will be provided include primary cut products for the needs of steak in the form of tenderloin and sirloin, rendang in the form of thighs and there are parts of meat that are needed to mix meatballs and other processed products.

Then DJawara Chicken will provide chicken meat products in the form of carcasses, breasts, thighs, and wings, both boneless and bones.

"For fish business, there must be a certificate of feasibility of processing. For now, we are only processing mackerel and then we will add tuna even to meet import needs in the future. We will take fish, one of which is from Maluku, which has a very large production potential for marine animal resources," he explained.

As for the information, the launch of the DJawara product is part of the acceleration of the core business transformation that is being carried out by Perumda Dharma Jaya.

Because this year, Dharma Jaya will transform its core business into four Strategic Business Units (SBU), namely, Logistics Hub SBU, Cattle Fattening and Trading SBU, Slaughterhouse SBU (RPH), and Protein Self-service SBU.

Of the four core business transformations, Dharma Jaya focuses on implementing the Logistics Hub business, which includes two sub-hubs, namely Commercial and Assignments.

For the Assignment Sub Hub, the company has made animal food products in the form of raw meat under the name DJ Meat (beef, chicken and fish).

While the Commercial Sub Hub is part of making Dharma Jaya a BUMD that has the power to control the cold chain business (cold chain integration business). One of them is by launching commercial products DJawara Meat, DJawara Chicken, and Djawara Fish.

"The aim of launching DJawara is to rebrand the product. Not only that, we want to boost commercial sales, thus the income from commercial products will increase," he said.