Indonesian Packaging Company Shifts Focus: Cynthia Wijaya Emphasizes the Importance of Recycling Waste as a Valuable Resource
In a bid to revolutionise waste management in Indonesia, Cynthia Handriani Wijaya, the dynamic leader of Daya Selaras Group, has spearheaded the implementation of a circular economy model for waste paper recycling. Inspired by an article in National Geographic, Wijaya envisioned a future where waste could be transformed into value through recycling.
Initially, her proposal was met with scepticism from her father and other directors. However, Wijaya's determination to prove the viability of the idea led to the spin-off of Daya Selaras Group's recycling arm, Daur Ulang Selaras (DUS). Under Wijaya's leadership, DUS has recycled an impressive 67,000 tonnes of paper waste in the past year, saving approximately 1.1 million trees and offsetting 16.7 million tonnes of CO2.
The cornerstone of this circular economy model is the establishment of a business-to-business (B2B) waste paper recycling platform. DUS sources much of its waste supply from informal waste collectors, who make up 40-60% of the supply chain. However, a significant challenge lies in improving waste quality, as the paper collected is often too moist and improperly segregated. To address this issue, Wijaya is working to educate and collaborate with these collectors to improve waste collection and segregation practices.
In 2021, Wijaya's visionary approach earned her a place on Eco-Business’ Sustainability Leadership A-List Youth 2025. Moving forward, her goal is to grow DUS's Circular Transition Indicator (CTI) score by another 5-7% by 2025.
To achieve scale, Daya Selaras Group has introduced the RE-DUS app, which allows not only customers but the broader ecosystem to recycle paper waste. The app has been expanded to collect PET plastic bottles as well. In 2023, DUS's CTI recovery rate doubled to 45%, and in 2024, it grew further to 52%.
Wijaya's ambition doesn't stop there. She aims to position Daya Selaras Group as Indonesia's number one business-to-business waste management platform over the next five years. A new waste management warehouse in Bandung, West Java, is set to open later this year, further strengthening the company's position in the waste management sector.
[1] Eco-Business, (2021), Cynthia Handriani Wijaya, Daya Selaras Group: From corrugated carton manufacturer to waste management leader, https://www.eco-business.com/sustainability-leadership-a-list-youth-2025/cynthia-handriani-wijaya-daya-selaras-group-from-corrugated-carton-manufacturer-to-waste-management-leader/
[2] Daya Selaras Group, https://www.dayaselaras.com/
[3] The Circular Economy Club, https://www.thececlub.com/
- In line with her vision for environmental sustainability, Cynthia Handriani Wijaya's circular economy model for waste paper recycling in Indonesia aims to transform waste into value.
- The implementation of this model has led to significant reductions in deforestation and carbon emissions, saving approximately 1.1 million trees and offsetting 16.7 million tonnes of CO2 in the past year.
- Corporate responsibility plays a crucial role in this endeavor, as the success of the circular economy model relies on the collaboration and education of informal waste collectors to improve waste quality.
- Science and environmental-science are instrumental in developing effective strategies for waste collection, segregation, and recycling, ensuring the continued success of the circular economy model.
- This circular economy approach is not limited to paper recycling; the RE-DUS app, introduced by Daya Selaras Group, has expanded to collect PET plastic bottles as well.
- Achieving the goals of the United Nations Sustainable Development Goals (SDG) is the ultimate aim of Cynthia Handriani Wijaya's ambitious plans for Daya Selaras Group, with the focus on becoming Indonesia's leading B2B waste management platform by 2026.
