Single Brand for National MSMEs, Profit or Loss?

The Minister of Cooperatives and Small and Medium Enterprises Teten Masduki plans to consolidate the micro, small, and medium enterprises' (MSMEs) products into a single national brand. According to him, this recommendation is based on the fact that MSME brands are diverse, but the products remain the same. "That's why we think that MSMEs should have a joint brand," he said on Friday (6/26).

Teten took the example of the combined brand of MSMEs that produce processed foods such as cassava chips, banana chips, and fish skin chips. According to him, many small companies make those products, but they have a small production volume. With a single brand strategy, small-scale producers only need to submit their products to the packaging manager. "Packaging technology is easy. MSMEs only need to submit semi-finished products, which are then repackaged with a joint brand," he said.