Ahmad Akram Anwar, third-generation leader of Desa Murni Batik, has redefined what it means to scale a legacy business. With no initial passion for entrepreneurship and no plans to continue his family’s traditional batik company, Akram’s unexpected journey began with a single act to help a friend—and evolved into a transformation that drove the company to more than 170% growth in just two years. What was once a retail-centric batik business is now a digital-first fashion brand driven by structure, clarity, and strategic leadership.
“I didn’t start with passion—I stepped in to help someone. But through this journey, I’ve learned what it really takes to lead a business: systems, self-awareness, and surrounding yourself with the right support.”
I used to run the business without structure before joining RichWorks Consulting Group. I knew how to sell but I didn’t know how to lead. My decisions were based on emotion, and my systems were minimal. In just my second year of running the business, I lost 15 staff at once—a clear sign that my leadership wasn’t working. Despite having a strong product, we were stuck without significant progress.
In 2021, I made the decision to join The Titan program under RCG’s SME business growth consulting platform. At first, the results weren’t immediate. I was still focused on surface-level execution. As I progressed through the program, I began to understand that what I truly lacked was clarity in structure, strong performance systems, and the mindset of a strategic founder—not merely a marketing-focused operator.
RCG helped us build a systematic approach to running the business, including clear responsibilities, performance tracking through KPIs, and structured communication routines.
I shifted from juggling everything to leading structured teams. More importantly, I learned to separate emotional leadership from performance-driven execution.
From 2021 to 2023, Desa Murni Batik achieved over 170% growth in total revenue. In the first year alone, we doubled our performance—followed by an additional 20%+ growth the next year. This shift from reactive management to strategic business building enabled us to scale across digital platforms, reach new markets, and increase customer retention—without compromising on our brand’s heritage or quality.
Running a legacy business isn’t about preserving the past—it’s about building systems for the future. With the right mentorship, growth is possible for any business. But that growth always begins with the leader.
Ahmad Akram Anwar
Founder & Managing Director, Desa Murni Batik
Fashion Industry