Depok-Amidst young parents’ growing awareness of the importance of health, comfort, and sustainability, a local brand has emerged to address these needs: BABY SAYS COTTON. This MSMEs offers modern, e-commerce-based baby fashion solutions with a sustainable lifestyle twist, born from the hands of a student in the Universitas Indonesia (UI) Vocational Education Program.
Muhammad Kurnia Tanjaputra, a student in the Master of Applied Creative Industries program, Vocational Education Program at the Universitas Indonesia, utilized his knowledge to build the BABY SAYS COTTON brand. His classroom learning and experience in e-commerce and digital marketing led Kurnia to identify a significant gap in baby and children’s fashion products and to formulate a business strategy relevant to the needs of today’s young families.
“Many baby clothes on the market look cute and affordable, but they often don’t consider skin safety or environmental sustainability. Babies have very sensitive skin, and young families are now more aware of the impact of fashion consumption,” said Kurnia.
BABY SAYS COTTON presents a range of sleepsuits, playsuits, bodysuits, and sleeveless sets for babies and children aged 0-4 years. Each product is made from 100% certified organic cotton that is soft on the skin, comfortable to wear for sleeping or playing, and free from the risk of allergies. Not only that, the ergonomic design is made unisex with warm, soothing pastel colors. Small details such as rust-resistant buttons and flat seams show extra attention to comfort. Kurnia said, “We want this product to truly grow with the child, simple but full of meaning.”
(Photo: Muhammad Kurnia Tanjaputra, student of the Master of Applied Creative Industries study program)
More than just providing children’s clothing, BABY SAYS COTTON carries innovations that set it apart from similar products, starting from the selection of certified organic materials that are safe, soft, and environmentally friendly, to functional designs that are easy to wear and adapt to children’s growth and development. Not only that, the used fabric waste is not thrown away, but is processed into educational toys, cloth dolls, sensory toys, or pouches.
Through this approach, BABY SAYS COTTON is in line with the Sustainable Development Goals (SDGs), especially point 3 (Good Health and Well-Being), point 8 (Decent Work and Economic Growth), and point 12 (Responsible Consumption and Production).
Priced starting at Rp55,000, BABY SAYS COTTON products are positioned for the middle to upper segment with healthy margins thanks to product efficiency and strong branding. The business strategy used is quite mature, including storytelling that emphasizes emotional value and sustainability, digital marketing optimization, collaboration with parenting communities and micro-influencers, a reseller and affiliate system to expand distribution, as well as reinforcement packaging and customer experience so consumers feel the added value of each product.
More than just a brand, Kurnia envisions BABY SAYS COTTON as a movement. “I hope this brand will not only be known for its products, but also for raising awareness among young families about the importance of textile safety and the environmental impact of fashion consumption,” Kurnia said.
(Photo: One example of BABY SAYS COTTON product design)
The knowledge Kurnia acquired during her studies at the UI Vocational became a crucial asset in developing BABY SAYS COTTON. From understanding business planning, business law and ethics, to strategies focused on the creative industry, all helped Kurnia formulate a business model that was not only profit-oriented but also socially and environmentally impactful.
This commitment and innovation also received concrete support from the University of Indonesia. BABY SAYS COTTON successfully qualified for the UI Incubate 2025 program and received Rp 50 million in funding. This grant provides a significant boost to strengthen research, production, and marketing strategies.
The Head of the Creative Industries Applied Master’s Program, Dr. Dewi Kartika Sari, S.E., M.S.Ak., CA., expressed her appreciation for Kurnia’s initiative. “We see BABY SAYS COTTON as more than just a baby fashion brand, but a concrete representation of how vocational students can implement the knowledge they have learned. Through our mentorship at UI Incubate 2025, we are committed to continuing to support students in building competitive and sustainable creative businesses,” said Ika.
Through this step, BABY SAYS COTTON shows that MSMEs are pioneers of a healthier, more aesthetic, and more sustainable lifestyle.
