Unilever: Unlocking the Islamic Boarding School Opportunity

Unilever identified a major white space: the 30,000+ Islamic boarding schools across the country, home to over 4 million students, whose on-campus co-op shops lie outside formal distribution networks. These shops are run by teachers, guided by social and educational missions, and shaped by the unique needs of student life. The opportunity was clear but so were the barriers to entry.

To access this closed ecosystem, Nation worked with trusted “insiders”, alumni of the schools, who acted as cultural fixers and gatekeepers. Our team then conducted in-depth immersions, visiting pesantren across the country, observing store operations, and speaking to co-op supervisors and local wholesalers. We also equipped students with disposable cameras, giving us a window into their lived realities and how they interact with everyday products from cooking to cleaning.

The result was a map of the co-op retail ecosystem, culturally grounded routes for potential distribution and student-led product innovation ideas that aligned with pesantren values. When commercial channels are closed, trusted local alliances are our most valuable assets.

Output

Output 01

1. As the global population grows and resources dwindle, rethinking how we produce, distribute, and consume food is essential. This study explores innovative approaches to creating a more sustainable and equitable food system.