In the small town of Tuban, nestled in the heart of East Java, lies a hidden gem. It is known as one of the largest producers of Legen, a traditional beverage from siwalan palm tree. This carbonated drink has become a daily indulgence for many, renowned for its refreshing taste. However, there is one puzzling aspect: Legen has an incredibly short life span of just two hours after being harvested, rendering it undrinkable thereafter. 

 

Firman Subekti, born and raised in Tuban, has a heartfelt mission: to bring the authentic taste of Legen, the beloved beverage from his hometown to the world. Growing up, Firman realized that the Legen he cherished was a rarity beyond Tuban's borders. Many variations he encountered were diluted with water and laden with preservatives and chemicals, completely altering the distinctive flavor he knew so well. Against all odds, Firman establishes Karukku to embark on a seemingly impossible mission—to make this short-lived beverage available to people around the globe.

 

Firman Subekti, Karukku's founder

 

The journey starts with convincing local farmers to pursue this dream together, but convincing them to embrace Karukku’s ideals turns out to be rather challenging. "As one of the largest producers of Legen, Tuban farmers are often faced with limited demand, resulting in a surplus of harvest results. I told the farmers that I wanted to bring Legen, packaged beautifully, to introduce it to people all over Indonesia. But gaining their trust was not easy. Many people have exploited the farmers' vulnerability in the past. They said, 'Who would even want to buy Legen with such a high price?' They didn't realize Legen’s true value due to its abundance,” said Firman.

 

While the majority remain unconvinced, there are still several visionary farmers who are willing to embark on this journey with Karukku. "Initially, out of the 30 farmers we approached, only 7 were willing to collaborate. We did our best to provide them with adequate farming equipment and created a great-tasting drink. We paid them 60% more than what they would earn by selling Legen to a middleman. We demonstrated the sales potential. After seeing the results, many farmers wanted to work together. Currently, Karukku produced 1000-1500 cans monthly in partnership with over 200 farmers. We consulted with experts to extend the shelf life of the drink from 2 hours to 4 months without using any preservatives," stated Firman.

 

Pak Munir, one of Karukku's partner farmer in Tuban

With effort from brands like Karukku, cultural heritage like Legen can continue to exist for years to come. Karukku has a dedicated community manager who ensures that we maintain a positive and supportive relationship with our farmers and encourage farmer regeneration. “We believe in standing for kindness and ensuring that we never harm our farmers in any way. Karukku is growing slowly, but that’s alright as long as we don’t push our farmers beyond their limits. Our farmers are humble individuals that feel sufficient knowing that they have enough to eat the next day. We’d like to provide them with a safe work environment because they previously climbed tall palm trees without proper safety gear. Karukku also collaborates with an agrotech business to ensure the best production practices and guarantees the quality of Legen in terms of taste and texture. Most importantly, we ensure that our farmers are paid well for their hard work and dedication,” Firman shared.

 

Currently, Karukku is actively expanding its distribution network to cater to a wide range of establishments in Jakarta and Bali, including restaurants, villas, coworking spaces, and other popular venues. Moreover, to provide a more immersive experience, they have established their own Karukku House in Cipete, South Jakarta, where visitors can indulge in their delightful mixed drinks from Tuesday to Sunday. In addition to their physical presence, Karukku is determined to reach a broader audience by actively participating in various events and art markets, including the renowned Semasa. Through these strategic initiatives, Karukku aims to introduce its unique offerings to a larger public, showcasing its passion for Tuban’s traditional beverage that brings joy and excitement to people's lives.

In 2023, the revenue generated from the Carbonated Soft Drinks segment in Indonesia is projected to reach US$4.50 billion and is anticipated to experience an annual growth rate of 7.14% between 2023 and 2027. However, natural options are not widely available in the market. That's why Karukku offers a refreshing yet natural alternative with 0% added sugar and 0% preservatives, perfect for people who’d like to shift from artificial to natural drinks. 

 

Behind this small town of Tuban lies a rich tradition of talking over drinks with close friends—a tradition that Karukku aims to bring for everyone to experience, enjoy, and appreciate. Would you like to try a sip?