Susi Pudjiastuti, the Minister of Maritime Affairs and Fisheries from the 2014–2019 Indonesian Cabinet, has become a prominent woman dedicated to contributing to society and the nation. Known for her iconic phrase “Tenggelamkan,” Pudjiastuti built her career from selling fish and bed covers to owning her aviation business, Susi Air.
Although retired, Pudjiastuti has returned to business while actively engaging in social and environmental activities.
Born on Jan. 15, 1965, in Pangandaran, West Java, Pudjiastuti grew up in a family that ran a livestock business.
She made the bold decision to leave school during junior high and start learning about trade—a significant choice not everyone could make.
She shared this experience during her visit to Universitas Gadjah Mada (UGM) on Thursday, Nov. 28, 2024, at the “Rembug Perempuan Jogja” event.
“Back in school, I felt there wasn’t enough space to move and grow. It wasn’t that the system was wrong; I just decided to resign from school and do what I wanted,” Pudjiastuti explained.
Armed with determination and self-confidence, Pudjiastuti began selling goods in Pangandaran.
Besides offering bed covers, she ventured into selling various natural products from the southern coast of Java, such as fish, cardamom, and cloves.
She recalled that Indonesia’s natural resources were abundant at the time and managed entirely by local farmers and fishers.
Her initial capital for selling fish came from selling jewelry worth IDR 750,000.
However, due to the small scale of her business, Pudjiastuti faced challenges obtaining bank loans. Despite the obstacles, she remained persistent in pursuing her fisheries business.
Surprisingly, during Indonesia’s monetary crisis, her fisheries business thrived, opening up opportunities in the export market.
Indonesia’s Waters Invaded by Foreign Vessels
Soon after, fishery catch drastically declined, affecting Pudjiastuti’s business.
“In 2001, the fish stock dropped dramatically. Initially, I didn’t understand why, but it turned out the fish in the sea were depleted because the government allowed foreign vessels to operate in Indonesia,” Pudjiastuti shared.
Unregulated foreign or illegal fishing was the primary cause of the dwindling fish stock.
Foreign vessels illegally entered Indonesian waters and exploited marine resources, not only catching market-ready fish but also juvenile fish, which should have been left untouched.
In one case, foreign vessels harvested fish larvae from Java’s southern coast and transported them to Vietnam, where they were cultivated and turned into a significant export competitor.
“I said those fish larvae, the country’s genetic resources, should never be taken. Things we can’t yet replicate with technology must not be exploited. Only ten fishing licenses were issued back then, but 100 vessels showed up,” Pudjiastuti explained.
She emphasized the need to protect Indonesian waters to ensure they remain productive, effective, and efficient, especially in the capture fisheries sector, which is highly sought after by other countries.
This conviction drove her to tighten fishing licenses in Indonesian waters during her tenure as Minister of Maritime Affairs and Fisheries.
Extraordinary Leadership of Women
As a successful entrepreneur, Pudjiastuti encouraged all women in Indonesia to be fearless in making life choices.
Opportunities won’t come without sacrifice, and being a woman should never hinder anyone from pursuing their dreams or starting a business.
“Women are special. We have greater empathy, which makes us better at business,” Pudjiastuti stated.
While biological and physical differences exist between men and women, these do not determine success without effort.
She added that women need to develop strong leadership skills essential for business and family management.
“Women should not be relegated to the background; they have the same capabilities as men. However, you must be responsible. You need to be a trustworthy individual with the knowledge to earn respect,” Pudjiastuti emphasized.
She acknowledged that business is never easy, but that doesn’t mean women cannot succeed in business while being homemakers.
She believes family plays a vital role in empowering women.
“Love your family and cherish them. If you’re happy and content, your energy will grow. Strong love, togetherness, and mutual support are essential,” she concluded.
Author: Tasya
Editor: Gusti Grehenson
Photographer: Donnie
Post-editor: Lintang