Batang’s Rifaiyah Batik Enters Premium Retail Market at Jakarta’s Sarinah Mall

Jakarta — Rifaiyah Batik from Batang, Central Java, has entered Indonesia’s premium retail market for the first time, with its products now available at Sarinah Mall in Jakarta, a prominent retail destination showcasing the country’s leading products.

Batang Regional National Crafts Council (Dekranasda) Chairwoman Faelasufa Faiz Kurniawan said the achievement marked an important milestone for local batik artisans, following a rigorous curation and selection process conducted by Sarinah.

“This is the first time batik from Batang has been sold at Sarinah, which is a premium market in Indonesia. The products had to go through Sarinah’s screening and selection process. We are grateful that they passed, and Rifaiyah Batik is now available at Sarinah Mall in Jakarta,” she said during a visit to the brand’s retail counter on Friday (Nov. 6, 2026).

Faelasufa said the partnership would give Rifaiyah Batik access to a wider customer base, particularly middle- and upper-income consumers in Jakarta, as well as international tourists who frequently shop for Indonesian cultural products at the mall.

“Those in Jakarta and the surrounding areas who wish to purchase Rifaiyah Batik no longer need to travel all the way to Batang. It is now available at Sarinah Mall, on the ground floor in the North Area,” she said.

Meanwhile, PT Sarinah Consignment Vendor Division Head Dyhart Putri Mentari welcomed the arrival of Rifaiyah Batik, saying she was pleased that the brand had joined the mall after completing the various stages of its curation process.

“We hope that Rifaiyah Batik’s presence at Sarinah will inspire MSMEs under the Batang Regency Dekranasda to further improve their products and quality, allowing more local businesses to join Sarinah in the future,” she said.

Batang’s Spiritually Inspired Rifaiyah Batik Finds a Place at Jakarta’s Sarinah Mall

A piece of batik is more than its intricate patterns or the fine texture of its fabric. It can also tell stories, convey prayers and embody the spiritual traditions of the artisans who create it. This is the appeal of Rifaiyah Batik from Batang, Central Java, which is now attracting attention in the Indonesian capital.

For hours at a time, Rifaiyah Batik artisans sit behind their canting — the traditional tool used to apply hot wax to fabric. As they work, they do more than trace patterns in wax. They also sing Islamic verses and devotional chants passed down through generations of followers of the prominent Islamic scholar KH Ahmad Rifa’i.

This distinctive tradition has helped bring the artisans’ work from Batang to one of Indonesia’s most prestigious retail destinations: Sarinah Mall in Jakarta.

For Batang Regional National Crafts Council (Dekranasda) Chairwoman Faelasufa Faiz Kurniawan, the achievement is the result of a long effort. Securing a place at Sarinah meant passing the retailer’s stringent selection and curation process for premium products.

“This is the first time batik from Batang has been sold at Sarinah, which is a premium market in Indonesia. The products had to go through Sarinah’s screening and selection process. We are grateful that they passed, and Rifaiyah Batik is now available at Sarinah Mall in Jakarta,” she said during an interview at her office on Friday (Nov. 6, 2026).

Now entering its second month of sales at Sarinah, Rifaiyah Batik has gained access to a broader market, including affluent consumers and international tourists. The iconic Jakarta shopping destination is a popular stop for foreign visitors seeking distinctive Indonesian cultural products.

Faelasufa said the brand is targeting middle- and upper-income consumers in Jakarta, as well as international travelers, particularly from Malaysia and the Middle East. She believes the Islamic values embedded in Rifaiyah Batik’s philosophy may resonate with visitors from these regions.

“Our target market includes middle- and upper-income consumers in Jakarta, as well as tourists. Many foreign visitors come to Sarinah when they are looking for batik. We are particularly targeting customers from Malaysia and the Middle East, where Islamic values are also important. This makes the Islamic story behind Rifaiyah Batik especially relevant to them,” she said.

Beyond its value as a fashion product, Rifaiyah Batik stands out for its distinctive cultural and spiritual identity. The practice of making batik while reciting Islamic devotional verses sets it apart from many other regional batik traditions.

“What makes Rifaiyah Batik interesting is that not many batik artisans perhaps work while reciting shalawat — devotional prayers and blessings upon the Prophet Muhammad. This has been a tradition passed down through generations among the students of Mbah Ahmad Rifa’i. They may not always call it shalawat, but they sing Islamic songs and recite religious verses as they make batik,” Faelasufa explained.

Despite the positive reception, Batang Dekranasda is not resting on its initial success. The council plans to conduct regular evaluations to assess consumer response and the product’s performance at Sarinah, while identifying ways to strengthen its marketing strategy.

“We are planning to review the market response, including how the products are selling and what position we have secured at Sarinah. We also want to determine how to improve our marketing strategy. God willing, I will visit the mall with other Dekranasda board members to monitor the progress,” she said.