Transforming Cultural Wisdom into Ethnic Product: Grounded Research in Indigenous Women

Indonesia's diverse cultures and ethnic groups offer great opportunities for building creative industries based on local knowledge. This study examines how Indigenous women entrepreneurs convert traditional knowledge and skills into economic value via ethnic products. A qualitative grounded research methodology was employed to gather data through comprehensive interviews and field observations in Java and Kalimantan. The results show how cultural traditions, rituals, and local resources affect the design of products like clothing, handicrafts, and food. Things that used to be part of ceremonies and symbolic practices are now sold as commercial goods in local and global markets. Women business owners are important for keeping traditions alive while also meeting the needs of modern consumers. They help both the community and the family's income. But problems like not enough money, not being able to get into certain markets, competition from mass-produced goods, changing cultural views, and the need for constant innovation put sustainability at risk. To solve these problems, the study suggests digital marketing, training, and policy support to reach more customers and make the business stronger. In the end, combining business practices with cultural knowledge can help Indonesia's economy grow while also protecting its cultural heritage.