Savory, thick, tender, and richly spiced—those are just a few of the testimonials from customers of Rendang Buya in Sawahlunto, West Sumatra. Headquartered on Jalan Lubuk Simalukuik in Sawahlunto City, Rendang Buya is one of the Small and Medium Enterprises (SMEs) fostered by PT Bukit Asam Tbk (PTBA) through its Ombilin Mining Unit.Rendang Buya is not just any rendang. Established in 2017, it is crafted using a special recipe developed over three years of research by descendants of Minangkabau elders—carefully adapted to suit modern tastes. Free from preservatives and artificial flavorings, Rendang Buya features rich, savory spices and tender meat that can last up to 1.5 years at room temperature.
Thanks to PTBA support, Rendang Buya’s market reach has expanded significantly. Mhd Shalahuddin Abdul Jabbar, the owner of Rendang Buya, shared that his product’s sales were initially stagnant. However, after becoming a PTBA-fostered SME, sales began to grow rapidly.
"After becoming PTBA-fostered MSE, Rendang Buya's sales increased by up to 58% and continue to grow. Before joining the fostered program, we sold around 100 packages of rendang per month. Now, that number has risen to an average of 150–200 packages per month," said Mhd Shalahuddin Abdul Jabbar.
Rendang Buya’s market reach has expanded significantly thanks to PTBA’s support in providing access to national and international exhibitions. "These opportunities allow us to build new networks for marketing Rendang Buya more broadly, and we've secured valuable collaboration agreements that greatly benefit the business," he said.
Rendang Buya has even begun to penetrate international markets. In 2023, the product was showcased at the Senggol Turkiye Market Festival. "At first, we focused on the Middle East and Asia, but now we've been able to enter the European market, including Turkey and others," he said.
He added that Rendang Buya is now innovating by introducing special packaging to target the premium market segment—an initiative that stems from coaching provided by the PTBA Sustainability Team.
"Buya" refers to an exemplary figure in Minangkabau families and communities. Inspired by this meaning, Abdul Jabbar envisions Rendang Buya as a product that will continue to grow and evolve—ultimately reaching global markets.
"Rendang Buya aims to become the number one rendang in the world. We are currently in the process of expanding and preparing to target international markets," he said.
Empowering MSMEs is a key part of PTBA's efforts to enhance the welfare of communities around its operational areas. As of December 2024, PTBA has supported 290 MSMEs through the PUMK Swakelola program. PTBA also organizes training sessions, registers fostered MSMEs in various exhibitions and bazaars, and provides assistance with facilities and infrastructure. As a result, 48 fostered MSMEs successfully advanced to a higher classification in 2024.
