Jakarta. Chandra Asri Group’s sustainability campaign has marked huge progress over the past two years since its launch in 2023.

The “Indonesia Asri” campaign initiated by Chandra Asri Group, to date, has involved over 3,300 individuals — also known as “Warga Asri” — as well as 150 people grouped as the so-called “Sobat Asri” in education and action, particularly on community-based waste management. These initiatives included #AksiAsriOperasiSemut, #CircleofBeauty, #AksiAsriKreasi, #AksiAsriBeralih, and educational programs. Sobat Asri brings together young people who are actively involved in educating circular economy practices. Warga Asri refers to the broader community from diverse backgrounds who participate in the Indonesia Asri Campaign through educational programs.

"The Indonesia Asri campaign arises from the realization that sustainability begins with our daily habits. Through this campaign, we want to encourage the public to actively participate and be part of the change, regardless of size,” Chrysanthi Tarigan, Head of Corporate Communications for Chandra Asri Group, said.

Chrysanthi went on to say how Indonesia Asri is the company’s long-term commitment to building shared environmental awareness, which could create a more beautiful Indonesia for future generations. 

One of the flagship programs, #AksiAsriOperasiSemut, is a collective waste sorting activity in open spaces. This program has been implemented 10 times, involving more than 200 volunteers, and has successfully sorted 236 kilograms of waste into four categories: plastic, organic, paper, and other.

By involving volunteers from Sobat Asri, this campaign also supports the growth of waste banks, including the Teman Pilah Waste Bank (Bukit Duri, South Jakarta); the PMB Asri Berseri Waste Bank (Pondok Labu, South Jakarta); the Bumi Asri Waste Bank (SMAN 49 Jakarta); and a collaboration with the Budi Luhur Waste Bank on a study tour to strengthen waste management capacity and generate income.

According to the 2024 National Waste Management Information System (SIPSN), only around 32% of waste in Indonesia is managed. This situation underscores the importance of behavioral change and active community involvement as part of waste management solutions.

Entering its third year, the Indonesia Asri Campaign will continue to expand its educational reach and collaboration as part of a long-term initiative. By opening more collaboration spaces, including in educational institutions and communities, the Indonesia Asri Campaign, together with the Chandra Asri Group, seeks to provide added value to communities while reaching a broader generation of young people in the environmental movement.

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