Buleleng. The Indonesian conglomerate Astra is stepping up its village empowerment program across the archipelago. In North Bali's Buleleng, the company is implementing its Kampung Berseri Astra Les initiative, which centers on striking a balance between growth and tradition as well as environmental protection.

"We believe that economic progress must go hand in hand with cultural and environmental preservation. At Kampung Berseri Astra Les, we wish to deliver a community empowerment model that not only creates economic value, but also strengthens the foundation of long-term sustainability," Astra President Director Djony Bunarto Tjondro said.

Kampung Berseri Astra Les in North Bali is one of the coastal villages that has successfully developed its natural and cultural potential sustainably. This village boasts a comprehensive landscape, ranging from green hills and fertile plains to a long coastline, which the community uses for agriculture, fishing, and salt production.

The village is known for its salt production.The traditional method involves filtering seawater through layers of palm leaves, sand, and gravel before pouring it onto coconut trunks to crystallize in the sun. The village produces around two to three tons of salt per harvest every dry season, although the volume depends on the weather and the size of the production area.

“The mountain gives, the sea receives. We work in harmony with nature and cannot force it. For example, the Les salt, known for its softer texture and richer flavor, is thanks to the natural evaporation process without additives. Now, this salt is a typical Balinese souvenir marketed through the Giri Segara Village-Owned Enterprise (BUMDes), with a distribution reach extending to Java and Batam,” said Nyoman Nadiana, the driving force behind Kampung Berseri Astra Les.

The Kampung Berseri Astra program has been taking place in Les since 2018. Over the years, the program has assisted the local community in sustainably managing natural and cultural resources. Its approach focuses on empowering the local economy and preserving traditions to ensure they remain alive and retain their value.

To date, Astra has conducted more than 10 entrepreneurship training programs, including local product branding, salt packaging, digital marketing, and tourism homestay management. Astra also provided salt production equipment and supported promotion through the Giri Segara BUMDes so that Les' salt products could reach a wider market.

Astra helped strengthen village tourism management by improving the path to the waterfall and increasing the capacity of homestay managers. This assistance has made Les better prepared to welcome tourists without losing its identity, which remains serene, clean, and grounded in local wisdom.

Kampung Berseri Astra Les is also known for its Les Waterfall, which is nearly 30 meters high, surrounded by tropical forest and challenging trekking trails. On the beach, visitors can witness firsthand the salt-making process or the activities of fishermen heading out to sea in small boats. Currently, there are more than 20 homestays managed by residents and ready to welcome both local and international guests, opening up new economic opportunities for village families.

For its consistent preservation of culture and the environment, Kampung Berseri Astra Les won the Overall Champion for Best Tourism Village at the 2024 Indonesian Tourism Village Awards (ADWI). This recognition confirms that even small villages can be real examples of community-based sustainable tourism.

The Les community's success in preserving traditions and stimulating the local economy is supported by Astra's ongoing mentoring with the community. Astra becomes a community partner in strengthening the village's potential without changing its original character.

Astra is one of Indonesia's largest public companies, comprising 302 subsidiaries, joint ventures, and associated entities, supported by more than 190,000 employees.

Astra has a strong track record of public and social contributions through its four pillars: health, education, environment, and entrepreneurship, as well as nine foundations that contribute to Indonesia's economic growth while supporting an inclusive and prosperous society.

Astra's passion for continuing to collaborate with communities, such as in Kampung Berseri Astra Les, aligns with the company's aspirations to support Indonesia's sustainable development goals (SDGs).