In Cirebon, West Java, Siti Fatimah’s journey is a testament to what happens when resilience meets opportunity. Living with a physical disability due to leprosy, Siti faced not just physical limitations, but also social stigma and a lack of confidence. But through the Maybank R.I.S.E. Programme, she found the knowledge and support to transform her life—and her business.

Life Before R.I.S.E: Struggles and Small Steps

At just 28 years old, Siti had already weathered immense challenges. With a husband also living with a disability and limited income, she struggled to provide for their family. The stigma of her condition made finding stable work difficult, and starting a business felt out of reach.

Despite this, she tried. Siti experimented with selling various cakes and snacks. But inconsistent customer demand, high ingredient costs, and limited business knowledge made it hard to grow. There were days when she could barely break even, let alone save. Financial stress was constant, and her confidence remained low.

Still, she didn’t give up. When she heard about the Maybank R.I.S.E. Programme—designed to empower marginalised individuals through practical entrepreneurship training—she signed up, hoping for a better future.

Empowerment Through Inclusive Entrepreneurship

The Maybank R.I.S.E. Programme, spearheaded by Maybank Foundation, focuses on creating real, sustainable change in the lives of disadvantaged communities across ASEAN. By equipping participants with financial literacy, business acumen, and self-confidence, it aims to address situational needs, foster long-term resilience, and improve household incomes.

Through this initiative, Siti underwent structured training focused on practical business modules tailored to micro-entrepreneurs like her. It wasn’t just theory—it was a complete rethinking of her approach, delivered with hands-on mentorship and follow-up support.

What Siti Learned from the R.I.S.E. Programme

When Siti first joined the programme, she didn’t know what to expect. She came in with uncertainty, carrying the weight of her daily struggles and wondering if she truly belonged in a training programme alongside others who seemed more experienced. But soon, she found herself engaged by content that spoke to her reality—and trainers who understood the grassroots challenges of running a micro-business.

Customer Analysis Module: Siti discovered how to study customer patterns and preferences. She analysed her community, identifying target customers such as office workers, factory staff, and homemakers who preferred pre-packed snacks. This helped her streamline her product line, offering snack bundles that fit their budgets and preferences. By focusing on these high-demand segments, she doubled her customer base within months.

Sales Strategy Module: Siti learned the importance of reaching her customers where they were. She began setting up resellers—particularly targeting local vendors and community leaders who could introduce her snacks to new areas. She also adjusted her product pricing and sizes to cater to a wider range of customers. These strategies allowed her to expand across Cirebon and nearby towns.

Financial Literacy Training: Before R.I.S.E., Siti often found herself running out of stock or dipping into household finances to buy ingredients. After learning about budgeting, profit margins, and cash flow management, she completely changed the way she handled money. She separated business and personal finances, created savings targets, and established small marketing budgets. This helped her grow sustainably without sacrificing household needs.

Business Planning and Branding: Siti had always called her snacks “kue buatan sendiri,” or homemade cakes. But the programme taught her that even small brands need identity. She formalised her products under the name “Jajanan Shinta,” created packaging that stood out, and added contact details to labels. This professional appearance gave her the confidence to approach local shops and grow brand awareness.

Resilience and Leadership Skills: Perhaps most transformative was the shift in Siti herself. Encouraged by the mentoring component of R.I.S.E., she began to see herself not just as a seller, but as a leader. She took pride in training her resellers, sharing business tips, and motivating others in her neighbourhood—especially women with similar struggles.

Tangible Growth and Personal Impact

What began as a modest effort to supplement her household income became a thriving micro-enterprise. The results of her transformation were not only numerical—they were emotional, social, and deeply personal.

Siti’s monthly income increased dramatically, rising from just IDR 800,000 (USD 49) to IDR 13,650,000 (USD 870) by January 2025—a growth of over 1,600%. With this newfound financial stability, she was able to create a buffer for emergencies, pay for her family’s medical needs, and invest in better ingredients and packaging.

Her brand “Jajanan Shinta” is now recognised in several neighbourhoods. Local stores stock her snacks, and her network of resellers helps her reach areas she could never serve on her own. She has also begun experimenting with digital tools, using WhatsApp for orders and exploring online delivery apps to increase sales.

On a personal level, Siti’s growth is evident in every aspect of her life. She can now afford healthier food for her family, pay school fees on time, and contribute to household expenses equally with her husband. What’s more, she feels proud—not just of what she sells, but of who she’s become. No longer overshadowed by stigma, Siti stands tall as a role model for women with disabilities who aspire to run businesses.

Building Sustainable Futures Through Impact Programmes

Siti’s transformation is more than just financial. It is about empowerment, dignity, and reclaiming control over her life. Her journey shows how access to the right knowledge, mentorship, and opportunities can reshape futures.

Her story reflects Maybank Foundation’s commitment to uplifting marginalised communities and improving livelihoods across ASEAN. By supporting individuals like Siti through holistic and hands-on entrepreneurship training, the R.I.S.E. Programme continues to drive real change.

Let’s Create More Impact—Together

The success of the Maybank R.I.S.E. Programme is not just about changing individual lives—it’s about shaping communities and building inclusive economies. This progress is made possible through the vision of Maybank Foundation and the implementation support of People Systems Consultancy (PSC).

At PSC, we’re honoured to partner with Maybank Foundation to bring inclusive entrepreneurship and financial empowerment to life across ASEAN. With a proven track record in designing and executing measurable social impact programmes, we help organisations turn their ESG and sustainability commitments into results.

If you’re a corporate, foundation, or institution looking to create deep, community-driven impact through entrepreneurship, let’s talk. Like we’ve done with R.I.S.E., we can work with you to build programmes that deliver long-term change and empower the communities you care about.

🔗 Learn more about the Maybank R.I.S.E. Programme: https://www.maybankfoundation.com/index.php/our-impact/rise/rise-overview

🔗 Discover how PSC creates impact with communities and clients across ASEAN: https://www.peoplesystemsconsultancy.com