With the Brand of DKU Indonesia Donut , Rosidah Has Benefited Hundreds of Million Rupiah From the Donut Business

Rosidah Widya Utami is now a successful producer of famous donuts in Jombang, East Java. Marketed under the Kampung Utami brand (DKU Donuts Indonesia), the donut product is widely known abroad. Turnover is hundreds of millions of rupiah a month.

Starting from a hobby of making cakes, Rosidah Widya Utami has now succeeded in developing the business of making donuts under the brand of Donat Kampung Utami (DKU). Turnover is hundreds of millions of rupiah a month. After graduating from the University of Brawijaya Faculty of State Administration, Malang, Utami worked as administrative staff. However, her love for the cooking world encouraged Rosidah to open her own business.

In 2001, Rosidah Widya Utami started a multi-cuisine business, including cakes. The initial capital is only Rp. 100,000. After several months of running, the Rosidah thought to focus its efforts on one type of food. She also chose donuts by considering this cake, including snacks that were requested by all groups. As a donut from the village, the donuts were sold at Rp. 500 per piece. "I chose donuts because everyone like it," he said.

Rosidah pioneered the business of making donuts with makeshift capital and equipment. To stir the donut mixture, for example, using a large mixer. However, Rosidah uses an ordinary mixer. "My equipment was very minimal. It was below the standard of a cake factory. But that did not dampen my enthusiasm," Utami said. Assisted by a waiter, she made donuts every day and went to schools. In order for its products to be increasingly known, Rosidah also attended various food entrepreneur exhibitions. Every time there is an exhibition around East Java, he will definitely participate. Not only that, but Utami also markets homemade donuts that are given the Kampung Utami brand (DKU) through a personal blog. Every day, Rosidah never forgets to talk about every activity about the donut business she wrestles with, on the blog. Meanwhile, fortune flowed thanks to the personal blog.

In 2008, there were Malaysian investors who were interested in buying Utami's donut recipe. In fact, he was invited to Malaysia. The Malaysian investor then opened a donut outlet in Penang Malaysia under the name Nash Donut. Now Nash Donut has four outlets that come from the Rosidah basic recipe. Every month Nash still pays royalties to Rosidah. The proceeds from prescription sales plus royalty payments are pretty good. Rosidah used it to develop a business that opened donut outlets in Jombang.

In 2009, Rosidah opened a donut outlet named DKU Donuts and Coffee in Jombang. Apart from recipes, the businessman from the neighboring country also bought donut flour from Utami. So far, he has indeed marketed donut flour to the public not only to Malaysian businessmen. The selling price of donut flour starts from IDR 50,000-IDR 200,000 per 1.5 kilograms (kg). Learning from its partners in Malaysia, Rosidah was aware of the importance of the role of marketing to increase. Rosidah also began to fix the marketing system and business operations. "Seeing in Malaysia, my donuts can be marketed well, I began to focus on improving management," she said. With donuts open outlets, Rosidah also wants her homemade donuts to go up to high class so they are more prestigious. The quality of the donuts is raised to premium class at a price of IDR 4,000 per piece (In 2019 the price is IDR 8,000 per piece).

The donut logo and packaging are made to better standards. Utami also makes its own website, even advertises paid products through internet media, such as Google and Facebook. The donut customers are the largest in various regions on Java, Sumatra, and Kalimantan. "So far, I have sent a lot to customers in the regions," she said. Since 2008, several countries, such as Hong Kong, Malaysia, and Singapore, have also become regular customers for donuts made by Utami. In addition, she also markets donut products to London and the Netherlands.

More than 18 years of controlling the business, there have been many successful improvements. In fact, DKU has been transformed into a business group in charge of several business branches. In addition to donuts, Utami also ventured into making various pastries, tarts, brownies, and sweetbreads. This business is managed under the DKU Cookies brand. The income from these pastries jumped sharply during Eid and the end of the year. "This year's Lebaran, my turnover from the sale of cookies reached Rp. 500 million", Utami said.

This article has been aired on Kompas.com News in 2012 with the title "Dengan Donat Kampung Utami, Rosidah Raup Ratusan Juta":

https://ekonomi.kompas.com/read/2012/09/06/10542738/dengan.donat.kampung.utami.rosidah.raup.ratusan.juta. 

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