Drivers turn to batik to tackle stiff competition

The Jakarta Post, Jakarta | Wed, 05/05/2010 11:39 AM

Taxi operator Blue Bird Group said it would require its taxi drivers to don batik uniforms as part of efforts to strengthen its identity amid tighter competition in the sector.

Business development vice president Noni Purnomo said Tuesday that drivers could also become tourism ambassadors as their uniforms reflected the richness and character of Indonesian culture.

“This is our contribution to preserving Indonesian culture,” she said after signing an MoU with batik producer PT Batik Danar Hadi.

Blue Bird expects to dress 50,000 taxi drivers in batik by year-end. Drivers of the company’s limousine taxi service, Silver Bird, will transition to batik-themed uniforms in the next two years.

Batik was declared an Intangible Cultural Heritage by UNESCO last year, leading to increased popularity with many people wearing batik at work and at other occasions.

Chossy Latu, who will design the batik uniform, said that despite the increased focus on contemporary batik design, he chose a traditional batik motif for the uniform.

“It is a Javanese batik motif with elements that give meaning to the Blue Bird image,” he said, adding that the uniform’s motif of rice (food) and cotton (cloth) symbolized welfare.

Competition among taxi operators in the city is strong as price-conscious customers are drawn to cheaper taxi rates.

Blue Bird increased its tariff a few years ago, charging Rp 6,000 (US$0.66) at flag fall, while other taxi operators raised their fares two years ago to keep up with fuel price hikes.

To attract passengers, other operators deck out their fleets with additional services such as TV.

Blue Bird operates 11,000 cars in Greater Jakarta. (lnd)