Women entrepreneurs in the craft industry: a case study of the batik industry during the COVID-19 pandemic

PurposeBatik is a craft in the creative industry, which is the identity of the Indonesian nation. One of the main batik tourism areas in Indonesia is Trusmi, and women entrepreneurs have a strategic role in developing the batik craft industry in the region. The batik industry faced various challenges during coronavirus disease 2019 (COVID-19). Therefore, this study aims to explore the impact and identify strategic options during the COVID-19 period on batik businesses owned by women entrepreneurs in the Trusmi area.Design/methodology/approachThis study uses a qualitative case study method by interviewing ten batik women entrepreneurs in the Trusmi area.FindingsThis study elaborates findings about the impact of COVID-19, the technology role, collaboration, the government role and strategic options.Originality/valueThis study provides academic and practical implications, which are discussed further about the role of the craft industry in dealing with economic and social turmoil.