When Gently launched its November–December sales campaign, the goal was never just revenue. It was this: turn every bottle of baby shampoo, every bar of soap, every jar of baby cream sold into something that matters beyond the shelf.
On December 21, 2023, CEO Nyoman Anjani handed over Rp100 million in humanitarian donations to M. Arifin Purwakananta, Deputy I of BAZNAS RI for Collections, at the BAZNAS RI headquarters in Jakarta. The funds are designated for the people of Palestine.
Giving Built Into Every Purchase
The Rp100 million came directly from product sales proceeds accumulated across November and December. Anjani was clear about the intention: “This is an amanah, a trust, that must be delivered to the Palestinian people. We hope it can ease the burden of the community there.”
The choice to build the donation into the revenue cycle, rather than run it as a separate campaign, reflects how Gently wants to operate. Doing good isn’t a project. It’s built into how the business runs.
A Baby Brand With a Point of View
Gently makes products for babies. And the people suffering most in Palestine right now are children.
Deputy Arifin acknowledged this alignment directly: “We know that the majority of victims in Palestine are children and women. It is an honor for all of us to help those in need there..”
He also noted that the reality on the ground far exceeds what circulates on social media. “What is shared through videos is only a small fraction of what is truly happening there. The condition in Gaza is very severe. Unimaginable.”
For Gently, that context makes the decision straightforward. When your brand exists to protect the most vulnerable, standing by isn’t an option.
Gently is a baby and child personal care brand under PT Inovasi Teknologi Untung Berkah.
For the full story, read the original coverage at baznas.go.id.
