Jakarta. Astra International is helping a coastal village in northern Bali transform a centuries-old sea salt-making tradition into a sustainable source of income, demonstrating how cultural preservation can drive rural economic development.

Through its Desa Sejahtera Astra program, the company has been working with residents of Desa Les since 2024 to strengthen the village's traditional salt industry while supporting environmental conservation, community empowerment, and sustainable tourism. The integrated approach has benefited more than 800 residents, increased household income by 25%, created new jobs, and expanded market access for locally made products.

Desa Les, located along Bali's northern coastline, has long relied on agriculture, fisheries, and traditional sea salt production as its economic backbone. The village continues to preserve its natural salt-making process, producing around two to three tons of salt each harvest season while maintaining a practice passed down through generations.

To strengthen the industry's commercial potential, Astra has supported collaborations with village-owned enterprise BUMDes Giri Segara to market the village's flagship products. A partnership with the Bali provincial government has also opened opportunities to supply around one ton of salt each month, generating approximately Rp 25 million ($1,300) in monthly sales.

"Through Desa Sejahtera Astra, we believe rural development is not only about driving economic growth but also about maintaining a balance between progress, environmental preservation, and the cultural identity of local communities," Astra Chief of Corporate Affairs Boy Kelana Soebroto said.

"Astra hopes the collaboration fostered through Desa Sejahtera Astra will not only improve people's welfare but also preserve the environment and village identity so the benefits can be enjoyed sustainably for today's and future generations," he added.

Alongside preserving its cultural heritage, Desa Les has also embraced environmental sustainability. Residents actively participate in coral reef conservation and transplantation, community-based waste management through the Les Grow program, and the production of compost from organic waste for use in the village's integrated waste processing facility (TPST). The initiatives help protect the coastal ecosystem while creating additional economic value for the community.

The program also supports healthcare and education through maternal and child health services, nutrition programs for children with stunting and malnutrition, English classes, and tourism training aimed at preparing young residents to become local guides for international visitors.

The village's integrated approach to cultural preservation, environmental stewardship, and community empowerment earned Desa Les the Overall Champion title at the 2024 Anugerah Desa Wisata Indonesia (ADWI) organized by the Ministry of Tourism. Astra said the initiative reflects its broader commitment to supporting Indonesia's Sustainable Development Goals through the Desa Sejahtera Astra program, which now reaches more than 1,500 villages across 35 provinces.