Yogyakarta, 24 September 2025 – Ahead of National Batik Day, Tokopedia and TikTok Shop by Tokopedia, in collaboration with the Yogyakarta Special Region Office for Cooperatives and SMEs, educated local batik artisans on intellectual property (IP) to help them #SellComfort.
"#SellComfort is an initiative by Tokopedia and TikTok Shop that highlights comprehensive IP protection strategies, which include: (1) education sessions with partners, (2) online IP guide to help sellers avoid risks such as store performance decline, product takedowns, or even legal consequences, (3) the Mall ecosystem for official sellers, (4) an IP Protection Center for rights holders, and (5) a ‘Report’ feature that buyers can use," said Antonia Adega, Communications Senior Lead, Tokopedia and TikTok E-commerce.
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Since its launch on August 14, 2025, the #SellComfort campaign has empowered hundreds of businesses across various scales and industries. Razilu, Director General of the Directorate General of Intellectual Property, Ministry of Law of the Republic of Indonesia, appreciated the initiative as an effort to encourage IP ownership among MSMEs and to create a safer, more sustainable, and more competitive digital business ecosystem--enabling sellers to truly #SellComfort.
Razilu emphasized that MSMEs holding intellectual property (IP) rights can protect their business identity, build customer trust, and unlock expansion opportunities through licensing or franchising. He underlined that IP ownership is essential for MSMEs as a form of legal recognition and business protection.
Aditya Suryadinata, owner of Rianty Batik, experienced major challenges in safeguarding his brand identity before obtaining IP rights. In 2014, when his family sought to register several long-established brands, only ‘Rianty Batik’ could be patented, forcing the business to rebuild its branding from scratch. Without IP, he noted, there is always a risk of others misusing the brand, which can be detrimental.
Read also: Tokopedia and TikTok Shop Launch #SellComfort to Empower MSMEs Through IP Education
Agus Mulyono, S.P, M.T, Head of the Yogyakarta Special Region Office for Cooperatives and SMEs, said, “MSMEs need to understand the importance of business legality, which is why we continue to promote IP awareness. We also have a dedicated team that supports MSMEs in legalizing their businesses. We highly appreciate the active role of Tokopedia and TikTok Shop in raising IP literacy among batik entrepreneurs, enabling them to #SellComfort on digital platforms.”
Adrian Luthfi, representative of the IP specialized law firm, K&K Advocates, added, “IP ownership allows business owners to protect their brand identity and maximize the commercial value of their intellectual property rights. Together with Tokopedia and TikTok Shop, we strive to educate as many entrepreneurs as possible, including batik MSMEs, about IP.”
Similarly, Mutiara Kurnia Dewi, owner of Delova Wardrobe, agreed that IP helps maximize economic opportunities. “With IP, our store can be listed as a ‘Mall’ on Tokopedia and TikTok Shop, enabling us to join exclusive campaigns and access special features that drive sales. As a result, our revenue on both platforms has reached hundreds of millions of rupiah,” she explained.
Seller Story 1: Rianty Batik
Rianty Batik, a premium batik brand established in 2007 and originating from Yogyakarta, operates 20 offline stores across Indonesia and empowers hundreds of employees. Known for its frequent appearances on international fashion runways, this local brand offers a wide range of batik fashion and accessories. Rianty Batik is also committed to continuous product innovation to stay relevant to evolving consumer needs--evident in its contemporary patterns and modern cuts designed to expand its market reach.
Rianty Batik continues to adapt its business strategy, including expanding its presence on Tokopedia and TikTok Shop to broaden market access while preserving cultural heritage among younger generations who favor online shopping. “We optimize various features and campaigns available on Tokopedia and TikTok Shop, including live streaming and double-date promotions,” said Aditya Suryadinata, Owner of Rianty Batik.
The journey to register IP began in 2014. Aditya, the second-generation successor of the family business, was surprised to learn that their family brand had already been patented by another party. “At that time, ‘Rianty Batik’ was the only brand we could patent from the many we had developed previously. We had to start the branding process from scratch. Back then, IP registration was far from straightforward--we even had to wait three years with the help of a third party before the certificate was issued,” said Aditya.
“From that experience, we realized that owning IP rights is crucial for the long-term sustainability of our business. IP provides legal certainty and protection, ensuring that our brand remains secure. It also makes collaboration with official partners easier. For instance, because we own IP rights, our store can hold ‘Mall’ status on Tokopedia and TikTok Shop, which indirectly boosts buyer trust. Without IP protection, there is always a risk of others using the same brand name, which would be harmful,” Aditya concluded.
Seller Story 2: Delova Wardrobe
In addition to offering batik fashion products, the local brands from Bantul, Yogyakarta Special Region, Delova Wardrobe (available on Tokopedia and TikTok Shop) has been gaining attention with its trending vests and lace kebaya. Founded in 2020 by a husband-and-wife duo born in 1997, the brand’s mission is to bring batik closer to younger generations.
“My husband and I live in a batik artisans’ community, which sparked our interest in building a batik business. We also believe that batik holds great potential, not only in the local market but also internationally,” said Mutiara Kurnia Dewi, or Dewi, Owner of Delova Wardrobe. Today, Delova Wardrobe empowers 12 full-time employees and 25 freelance tailors, most of whom are housewives from the Bantul area.
Amid fierce competition in the batik industry, Dewi realized the importance of IP ownership to prevent plagiarism--something she once experienced. This encouraged her to register IP rights independently, and since 2025 she officially holds IP rights for both Delova Wardrobe and Delova Kids. According to Dewi, IP ownership supports business growth through various benefits, including easier access to government assistance.
“With IP rights, we can better seize economic opportunities, such as attaining ‘Mall’ status on Tokopedia and TikTok Shop. As a Mall seller, we can participate in exclusive campaigns and leverage special features that help boost sales. Our revenue on Tokopedia and TikTok Shop has now reached hundreds of millions of rupiah,” Dewi concluded.