Tracing its roots back to the Ramayana, a key Indian epic that resonates with Indonesian mythology, Jatayu stands for courage, loyalty and sacrifice for the greater good. In the context of the Indonesian tea sector, Jatayu embodies the spirit of preserving local products that are part of the national identity. The symbol aspires to blend cultural preservation with local economic resilience in every pack of authentic Indonesian tea.
The Jatayu logo on tea packs will serve as a seal of quality assurance, and as an indicator that the product comes directly from tea farms in Indonesia. The new brandmark was launched at an event in Bandung, Indonesia, on 16 July 2025.
“The launch of the Jatayu Indonesia logo is more than just a ceremony. It is a step towards giving greater recognition to authentic Indonesian tea,” said Dr. Ir. Hj. Delima Hasri Azahari, M.S., Board of Indonesian Tea Marketing Association (ITMA). “Through this logo, we aim to strengthen public awareness [on the fact] that purchasing authentic Indonesian tea products is a tangible contribution to the national economy.”
The origins of Jatayu
The branding initiative comes at a crucial time. Tea consumption trends in Indonesia show positive growth, driven by the emergence of value-added tea products, from premium teas to ready-to-drink (RTD) and fusion teas. This growing demand in the domestic market demonstrates the potential for expanding markets, and industry players are taking advantage to innovate and enhance their product value propositions.
Growing interest in tea on the international market also presents new opportunities for tea producers, but the intense competition requires a differentiation strategy to maintain the relevance and competitiveness of Indonesian tea. The Jatayu mark strengthens the position of authentic Indonesian tea, the majority of which is sourced from smallholder farms.
By elevating brand image, fostering consumer engagement and reinforcing trust in the domestic market, the Jatayu logo contributes to a distinctive market presence for Indonesian tea locally and on the global stage.
“We view the Jatayu Indonesia logo not just as a symbol, but also as a collective movement to revive the glory of Indonesian tea. We fully support this initiative, as it will foster growth and strengthen the sense of pride in consuming [authentic] Indonesian tea products,” said Veronika Ratri, Managing Director, Business Watch Indonesia.
This joint initiative is the product of stakeholders in the Indonesian tea sector, including the producer collective Paguyuban Tani Lestari, the Indonesia Tea Marketing Association, Indonesian Tea Board, Business Watch Indonesia and Solidaridad Asia (under the RECLAIM Sustainability! Programme). The initiative seeks to develop and support the growth of the Indonesian tea trade while maintaining the sustainability of the national tea sector.
Building the collective strength of smallholder tea farmers
In recent years, tea farmers in Indonesia have organized into cooperatives to collectively overcome economic and environmental challenges, increase productivity and resilience, and secure sustainable livelihoods. The Paguyuban Tani Lestari (Lestari) is a collective representing over 40,000 farmers in 14 districts.
Lestari goes beyond good agricultural practices, empowering farmers through entrepreneurship training, access to local markets and market and brand development with support from Solidaridad and Business Watch Indonesia under the RECLAIM Sustainability! Programme.
Lestari’s work to promote sustainable production and a value-added approach among farmers was the impetus behind scaling their efforts up to the national level. The launch of Jatayu, a logo for tea products grown and processed in Indonesia, promotes and reinforces the message of indigenous, sustainable cultivation and production.
“This is more than a mark of origin. Jatayu is a development tool—created to establish a strong national identity for Indonesian tea in global markets, incentivise smallholders and producers to invest in quality and sustainability, strengthen rural economies through higher value capture at origin, and empower Indonesian consumers with the choice of pure, traceable, local tea”
Shatadru Chattopadhayay, Managing Director, Solidaridad Asia
The Jatayu logo will build synergy between the government, industry players, tea smallholders and the public in supporting the aspirations and progress of a highly competitive Indonesian industry in the global market.