In the lively streets of Kebayoran Baru, South Jakarta, one coffee shop is redefining what it means to serve with purpose. Kopi Kamu, founded in 2010, has gained new attention for not only its signature brews, but for its stand on inclusivity.
Since late 2023, the café has been employing individuals with Down syndrome, proving that compassion and business success can thrive side by side.
Empowering Through Opportunity
The initiative began through a collaboration with Persatuan Orang Tua Anak dengan Down Syndrome (POTADS), a community of parents of children with Down syndrome. Together, Kopi Kamu and POTADS launched a training and employment programme that equips employees with coffee-brewing and customer service skills.
Seven individuals joined the café’s team in December 2023, working in rotating shifts on Tuesdays, Thursdays, and Saturdays. Each employee works about two and a half hours per shift, ensuring a balance between productivity and well-being.
For many of them, this job is more than a source of income—it’s a platform for self-expression and growth. “We’re not just providing jobs—we’re improving their lifestyle and social interactions,” said Gabriel Pesik, the café’s manager. He shared how one employee who once avoided strangers now confidently greets customers with a handshake and a smile.
From Heartfelt Idea to Business Success
The idea was born when Gabriel’s father attended a POTADS festival where parents and their children were selling coffee. He was inspired by their enthusiasm but noticed they lacked a stable business setting to refine their craft. That encounter sparked a family decision to make Kopi Kamu a space of opportunity.
What began as a social initiative soon became a source of inspiration—and unexpected growth. “Some of our long-time customers became curious and wanted to learn more about Down syndrome,” Gabriel shared. The initiative drew influencers, new patrons, and media outlets eager to highlight the café’s story. While he declined to disclose figures, Gabriel noted that sales grew “beyond expectations.”
Inclusion That Feels Real
Experts say Kopi Kamu’s approach works because it’s authentic. Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, told Marketing Interactive that true inclusivity helps brands connect more deeply with consumers.
“When an inclusivity initiative is truly implemented, it demonstrates to consumers that the brand stands for something real,” he said.
In a city overflowing with coffee chains, this authenticity helps Kopi Kamu stand out. Customers aren’t just ordering lattes—they’re part of a movement that challenges stereotypes and celebrates ability over limitation.
Changing Lives and Minds
Through training and meaningful work, employees like Nabila and Nabilah, both 25, have flourished. Before joining the café, they completed special barista training through POTADS. At work, they brew, serve, and chat with customers, taking short rest breaks when needed.
For families of children with Down syndrome—many of whom have had to quit their jobs to provide care—such opportunities offer a glimpse of hope and independence.
Brewing a More Inclusive Future
Encouraged by the programme’s success, Kopi Kamu plans to expand the initiative to its outlets in Yogyakarta and even include individuals with Down syndrome in roles at the family’s hotel.
At a time when inclusivity often risks being reduced to a marketing slogan, Kopi Kamu’s story stands out for its sincerity and impact. They remind that businesses can drive social change while enriching the communities they serve.
Every cup poured at Kopi Kamu tells a story of empowerment. It invites others to see ability, not difference, and to believe that real inclusion begins with opportunities.
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