Breast milk (Indonesia: Air Susu Ibu – ASI) is the primary source of nutrition for a child from day one. However, not all mothers are able to produce enough milk, while some have an abundant supply. DonASI was born to bridge this gap.

Providing exclusive breastfeeding for babies under six months is essential because it ensures they grow up healthy. Breast milk delivers optimal nutrients for growth and development and also protects babies from various diseases and infections. According to data from Indonesia’s Central Bureau of Statistics (BPS), in recent years there has been an upward trend in the percentage of babies under six months receiving exclusive breastfeeding. While this is encouraging, we must not become complacent. Many mothers still struggle to provide exclusive breastfeeding due to various factors.

An Idea from the Heart: The Beginning of DonASI

Vidya Rahma H, CEO and Co-Founder of DonASI, never imagined that a simple conversation with two friends would become the start of something transformative. One friend was struggling to find a breast milk donor because she had to undergo surgery, while the other had a surplus of stored breast milk but didn’t know where to donate it.

This situation sparked the idea to build DonASI, which is a platform that meets the full spectrum of breastfeeding needs. It includes finding breast milk donors, providing education and lactation consultations, delivering milk, and offering public lactation spaces through DonASI pods. Its mission is simple and powerful because it aims to increase exclusive breastfeeding rates and reduce stunting in Indonesia.

Building Trust and Upholding a Social Mission

Bringing a social mission into the public sphere is not easy, especially when it involves something as personal as breastfeeding. Vidya admits that her biggest challenge has been building trust, not only with mothers but also with healthcare professionals and government institutions.

As a social enterprise, DonASI must operate on two fronts, which are creating social impact and building a sustainable business model. Limited funding was a major challenge in the early stages, but it did not stop DonASI from continuing to innovate. Through strong community-based efforts and education, DonASI gradually built a supportive and inclusive ecosystem.

One of the most touching moments for Vidya was when DonASI connected a set of quintuplets, whose mother had passed away during childbirth, with breast milk donors. As a result, the babies were able to receive exclusive breastfeeding. Many more stories followed. There were mothers who felt more confident after joining lactation classes, working moms who felt comfortable breastfeeding in public thanks to DonASI pods, and donor mothers who felt joy in sharing goodness. For Vidya, these moments are proof that DonASI is not only a solution but also a life-saver.

Shaping the Future of the Breastfeeding Ecosystem in Indonesia

In 2023, DonASI won second place in the Most Viable Product (MVP) category at SheHacks 2023. During her journey with SheHacks, Vidya faced many challenges and received mentorship that helped her develop a more strategic pilot project. She said that the experience gave her new confidence as a founder and helped clarify her roadmap for both business growth and social impact.

DonASI’s journey does not stop there. Their future vision is to expand both digitally and physically. They aim to reach more mothers across Indonesia by collaborating with healthcare facilities, local governments, and breastfeeding communities. In addition, DonASI is also developing digital features that can speed up the connection between mothers, lactation consultants, and breast milk donors.

Their long-term goal is clear, which is to build a breastfeeding ecosystem that supports every mother wherever she is so that exclusive breastfeeding becomes easier, safer, and more accessible. This way, efforts to prevent stunting can be addressed at the root of the problem. Vidya said, “We want breast milk to be not only a symbol of a mother’s love but also a form of solidarity among women.”

Vidya also shared her hope that Indonesia’s entrepreneurship ecosystem can become more connected and sustainable, especially for female founders and social impact startups. Support, she added, should not stop at training but must continue in the form of long-term networks, collaborations, and mentoring.

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