Christyna Caroline Saweho: Bringing Purworejo’s Ecoprint Products to the Australian Market
For more than a decade, Christyna Caroline Saweho built her career in the information technology sector, eventually securing a strategic position at Telkom Indonesia. Then, driven by a desire to improve women's livelihoods in her hometown, Caroline courageously stepped out of her comfort zone and embarked on a sociopreneurial path.
In 2021, she established Oline Co.[1]a handicraft business in her hometown of Purworejo, Central Java, which employs dozens of women from Durensari Village, a rural mountainous area. The women create home textiles and fashion accessories using ecoprint, an eco-friendly textile printing technique with natural dyes and botanical patterns.
Now their products are entering Australian homes, following Caroline's participation in the Australia Awards Short Course on Women-led Micro, Small and Medium Enterprises (MSMEs) – Ready to Export, delivered by RMIT University in 2024.
‘After running the business for several years, I realised I needed to deepen my knowledge to further grow my business, particularly in relation to export opportunities. Around that time, a colleague shared information about a Short Course program in Australia, and coincidentally, the theme aligned perfectly with what I needed,’ she said.
A Calling to Empower Local Women
Caroline experienced what she describes as a turning point while undertaking her Masters of Business Administration at Nyenrode Business University in the Netherlands. She attended a lecture by renowned economic guru, Professor C. K. Prahalad, which explored the concept of ‘The Fortune at the Bottom of the Pyramid’, particularly the idea that companies can profitably support the world’s poorest communities in overcoming poverty by responding to their needs.
‘At that moment, something within me was stirred. I have always had a strong aversion to injustice. After returning from the Netherlands, I felt a genuine calling to contribute directly to those who sit at the bottom of the pyramid,’ Caroline recalled.
Transitioning from the world of telecommunications to sociopreneur hasn’t always been a smooth path, but her commitment to uplifting fellow women in Purworejo keeps her moving forward.
‘My hope for women in Purworejo, my hometown, is that they become truly empowered to build and sustain their own businesses,’ Caroline said.
‘Through my recent service in the church’s congregational economic development commission, I have witnessed that many women already possess the technical skills and potential to succeed. However, what often holds them back is not capacity, but confidence and entrepreneurial readiness.’
Making Connections for MSME Growth
Before joining the Short Course in Australia, Caroline had already participated in several export-readiness programs in Indonesia. What she gained during the Short Course was exactly what her business needed, particularly the opportunity to build networks.
‘The knowledge I received through the Short Course was quite similar to what I learned during my MBA studies, but the Short Course content was far more specific and tailored for businesses categorised as MSMEs like mine,’ she added.
Caroline and another Short Course participant, the owner of Ulur Wiji, Nasta Rofika, collaborated to develop an Award Project promoting sustainable fashion in both Australia and Indonesia. As part of the project, they conducted research on the Australian fashion market.[2]
‘I came to understand that my home textiles and fashion accessories are likely to be accepted by the Australian market because they do not require significant design adjustments as in ready-to-wear products,’ Caroline said.
‘During our visit to the Consulate General of the Republic of Indonesia in Sydney, I also had a unique experience when a Sydney-based patent lawyer showed interest in one of my table runners. That moment gave me a clearer picture of the type of target market I could pursue if I decided to export to Australia.’[3]
As an entrepreneur who has previously shipped her products to other countries, including the United States, Caroline observed that Australians tended to be more open and receptive compared to consumers in other countries.
‘In my view, the approachable nature of Australians is an advantage for us Indonesians who wish to build business relationships with Australian partners,’ Caroline said.
Keeping up With the Australian Market
The Short Course also provided Caroline with the opportunity to initiate a business relationship with Two Baskets, a gift shop in Sydney that sells handicrafts from Indonesia.[4]
Caroline was already aware of Two Baskets, but the Short Course provided the perfect moment for her to reconnect with the owner, Susan Effendy.
A few months after the program concluded, Caroline successfully exported her table runners to Two Baskets. In late 2025, she exported another batch of summer fashion accessories and Christmas souvenirs and gifts, including ecoprint wine bags, a new product innovation.
‘One thing I truly appreciate about our business partnership is that Susan, as the owner of Two Baskets, is very open to discussing which products are currently popular in the Australian market. This allows me to design and produce innovative items that meet market demand[5],’ Caroline explained.
For Caroline, the measure of business success is not the number of countries she can export to, but rather the stability and consistency of her trading relationships. She believes networking events specifically for Australia Awards alumni working in sectors related to MSMEs would be a positive step.
Fostering Women's Entrepreneurship
Caroline has a long-term vision for her work in Purworejo, and she is already seeing the impact Oline Co. is having on women.
‘As a leader, I see my role as creating enabling environments where women feel safe to take calculated risks and grow. By facilitating access to modest seed capital and targeted subsidies, we provide not only financial support but also affirmation and trust,’ she said.
‘This approach has proven highly effective in strengthening their self-belief, decision-making ability, and long-term resilience. Empowerment, to me, is not simply about income generation, it is about building agency, dignity and sustainable leadership within communities.’
Her journey has had ups and downs, and Caroline emphasises the importance of having a strong passion and an eye on the bigger picture.
‘To all women, especially those aspiring to become social entrepreneurs or entrepreneurs: passion is the foundation. Although the word ‘passion’ may sound cliché, it is extremely important, as it becomes the fuel that sustains us when we face challenges along the way,’ she said.
‘Dream big, but do not hesitate to start small. With persistence, consistency, and a clear sense of purpose, our businesses will grow, and over time, we will move closer to achieving our greater goals.’
[1] https://www.instagram.com/olineco.id/?hl=en
[2] https://www.instagram.com/p/DAlVGQGSHPN/?hl=en
[3] https://www.instagram.com/p/DBLrNx5Sojm/?hl=en
[4] https://www.instagram.com/p/DPTvK0LkSpK/?hl=en
[5] https://www.instagram.com/p/DSUxTRUkRhg/?hl=en
