On 30 August 2024, with support from the Joint SDG Fund, the MyNyale Collective Brand was officially launched in Lombok, Indonesia, through the ASSIST JP, implemented in partnership with the Ministry of Cooperatives and SMEs of the Republic of Indonesia. This transformative initiative links over 1,000 MSMEs from the agrifood, textile, and jewelry sectors to Lombok’s dynamic tourism economy—home to more than 1,000 hotels and restaurants and over a million annual visitors.
Bringing together 12 MSME leaders under a cooperative structure, MyNyale serves as a trusted platform that consolidates quality, sustainability, and local identity. For small producers, it’s a bridge to market visibility, enabling them to access new business opportunities, secure partnerships, and engage with the tourism sector through a shared, credible brand.
Closing Market Gaps Through Collaboration
For years, many MSMEs in Lombok have struggled to access premium markets due to fragmented production systems, lack of business networks, and limited capacity in product design and promotion. The MyNyale Collective Brand directly addresses these challenges through tailored technical support, B2B matchmaking, and training in sustainable practices, market-oriented product development, and effective industry communication.
With technical support and expertise from UNIDO under the ASSIST JP, the programme has already produced measurable results.. Since its inception, participating MSMEs have reported a 58% increase in sales, alongside over 70 partnerships formed with hotels, restaurants, retailers, and suppliers. These outcomes are not just economic—they signal the growth of stronger, more connected local value chains.
A Model for Inclusive, Sustainable Growth
More than a branding initiative, MyNyale is a vehicle for community-driven development. It integrates environmental stewardship, preserves traditional craftsmanship, and positions local businesses at the center of sustainable tourism. By linking producers to demand while building capacity across the value chain, the initiative is contributing to more resilient livelihoods and a greener economy in Lombok.
As part of the broader Joint SDG Fund efforts to localize the Sustainable Development Goals (SDGs), MyNyale demonstrates how integrated UN action and national leadership can translate global ambitions into local transformation. With implementation led by UNDP, the programme is an inspiring example of what’s possible when systems thinking and inclusive development come together to lift up communities.
MyNyale is more than a brand—it’s a bold step toward equitable, sustainable futures powered by local potential.
Learn more about the stories and impacts of the ASSIST JP, supported by the Joint SDG Fund, through the 6th edition of the ASSIST JP Newsletter and the ASSIST JP Factsheet.
Note:
All joint programmes of the Joint SDG Fund are led by UN Resident Coordinators and implemented by the agencies, funds and programmes of the United Nations development system. With sincere appreciation for the contributions from the European Union and Governments of Belgium, Denmark, Germany, Ireland, Italy, Luxembourg, Monaco, The Netherlands, Norway, Poland, Portugal, Republic of Korea, Saudi Arabia, Spain, Sweden, Switzerland and our private sector funding partners, for a transformative movement towards achieving the SDGs by 2030.
