Buleleng, Bali. Astra is helping transform a coastal village in northern Bali into a model of sustainable rural development, demonstrating that economic growth, environmental conservation, and cultural preservation can thrive together.

Through its Desa Sejahtera Astra (Astra's Prosperous Village) program, PT Astra International Tbk has partnered with residents of Desa Les in Buleleng Regency to strengthen local livelihoods while protecting the village's natural and cultural heritage. Since joining the initiative in 2024, the community has increased household incomes, expanded employment opportunities and earned national recognition as one of Indonesia's leading tourism villages.

Located along Bali's northern coastline, Desa Les stretches from lush hillsides to the Bali Sea, giving residents access to rich marine and agricultural resources. For generations, the village has relied on farming, fishing, and traditional sea salt production, while its strong cultural traditions have become the foundation of a growing community-based tourism industry that offers visitors an authentic Balinese experience.

Astra said its integrated development approach has reached more than 800 residents, contributing to a 25% increase in community income, creating new employment opportunities and helping local products secure wider market access.

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

"Astra hopes the collaboration fostered through Desa Sejahtera Astra will continue to improve community welfare while preserving nature and local traditions so the benefits can be enjoyed sustainably by both present and future generations."

The program adopts Astra's four-pillar social contribution framework, covering health, education, environmental protection, and entrepreneurship.

In healthcare, Astra has worked with local residents to strengthen community health services through integrated health posts, maternal and child health education, and supplementary nutrition programs for children affected by stunting and malnutrition.

Education initiatives focus on preparing younger generations to capitalize on the village's tourism potential. English-language classes and hospitality training equip local youth with the skills needed to become guides for international visitors while encouraging them to preserve and promote their own cultural heritage.

Environmental conservation has become another cornerstone of the program. Residents participate in coral reef conservation and transplantation projects aimed at restoring marine ecosystems that support local fisheries and tourism.

The village has also introduced community-based waste management through the Les Grow program, where organic waste is converted into compost for use in integrated community gardens managed by the local waste processing center. The initiative not only reduces pollution but also creates additional economic value from household waste.

At the same time, Desa Les continues to preserve one of its oldest traditions: natural sea salt production. Using techniques passed down through generations, local producers harvest between two and three metric tons of traditional sea salt each season.

To strengthen the business, the village has partnered with village-owned enterprise BUMDes Giri Segara to improve marketing and develop local micro, small, and medium-sized enterprises. Collaboration with the Bali provincial government has further expanded market access, creating demand for around one metric ton of salt each month, valued at approximately Rp 25 million.

The village's commitment to sustainable development has earned national recognition. In 2024, Desa Les was named the Grand Champion of Indonesia's Tourism Village Awards (Anugerah Desa Wisata Indonesia), organized by the Ministry of Tourism.

The award recognizes villages that successfully combine environmental stewardship, cultural preservation, and community empowerment to create sustainable tourism destinations with measurable economic and social benefits.

For Astra, the progress in Desa Les reflects the company's broader commitment to supporting Indonesia's Sustainable Development Goals (SDGs) through partnerships that empower local communities while protecting the country's natural and cultural heritage.

As Desa Les continues to grow, its experience offers a blueprint for how rural communities can create lasting prosperity—not by choosing between development and conservation, but by making the two work together.