For Drucella, entrepreneurship is more than building a business. It is a way to contribute to Indonesia’s development by creating opportunities for others. She is the founder of Ricesbox.com, a multi-vendor catering platform connecting culinary businesses with corporate clients; Powltry.com, an agritech venture helping local farmers and livestock breeders reach wider markets; and Table for Four, a women’s community platform featuring podcasts and talk shows focused on professional and personal development. She also previously established Mycrogreens.id, another agritech business.
Her work is rooted in a conviction shaped by her childhood, when stories of her grandparents’ contributions to Indonesia’s independence struggle instilled in her a lasting sense of responsibility towards the country.
“Wherever I am, I will always try to contribute and create a social impact for this country, no matter how small the contribution, because I love this country,” she says.
From public service to entrepreneurship
Drucella began her professional career at a state institution, initially motivated by a desire to contribute to Indonesia. The experience allowed her to travel across the country, understand different perspectives and develop skills in leadership, networking, diplomacy and negotiation.
She later moved into entrepreneurship, recognising the importance of the economic sector in supporting national development.
“I realised that the economic sector is the most vital sector that can help the country progress. That was what drove my determination to become an entrepreneur,” she says.
Her businesses reflect her belief that entrepreneurship can create opportunities for people who face barriers to growth, particularly women and small-scale producers.
Expanding opportunities & Supporting women-led culinary businesses
The idea for Ricesbox.com emerged from conversations with women entrepreneurs struggling to sustain their businesses amid difficult economic conditions. One woman who owned a food business told Drucella about declining sales and her concerns about supporting her family and paying for her children’s education. Drucella subsequently encountered other women facing similar challenges.
Through Ricesbox.com, she aims to help culinary businesses, many of which are owned or led by women, access a broader market. The platform focuses on catering procurement for offices and offers Indonesian, Western and Asian food, as well as a range of beverages. Its service is available 24 hours a day, with options tailored to corporate budgets and needs.
For Drucella, the objective is to use digital technology to help women-owned businesses grow their sales and continue supporting their families.
Drucella’s interest in farming and animal husbandry also inspired her to establish Powltry.com, an agritech venture designed to help local farmers and livestock breeders, particularly small-scale producers, reach larger markets.
She believes limited market access and financing remain significant challenges for smaller agricultural businesses. Her earlier venture, Mycrogreens.id, also reflects her interest in demonstrating the potential of agriculture as a viable business opportunity. Through these platforms, she hopes to help local producers grow while contributing to Indonesia’s economic development.
“We can start with small things to make Indonesia better,” she says.
Measuring success through impact
Drucella’s long-term vision is to build Ricesbox.com and Powltry.com into businesses that help more people while continuing to develop products and innovations that meet market needs.
She believes commercial success and social impact can reinforce each other when businesses focus on delivering genuine value.
“I believe a good business is one that helps many people. A business should not focus only on competitors, but also on how much impact it creates and how useful it is to others, while continuing to focus on the products and innovations society needs,” she says.
Over the next five years, Drucella hopes to build greater financial resources and stronger networks that she can use to support women and children across Indonesia.
Her priorities include creating supportive environments, improving access to knowledge and connecting women with networks that can help them develop themselves.
Women supporting women
Beyond entrepreneurship, Drucella believes women in Indonesia continue to face cultural barriers and gender stereotypes that can undermine their credibility as business owners and leaders.
She sees mutual support as an important way to help women navigate these challenges. By creating supportive environments and connecting women with knowledge and professional networks, she hopes to make it easier for them to develop their capabilities.
This belief led her to establish Table for Four, a women’s community platform using podcasts and talk shows to help Indonesian women connect, learn and develop professionally and personally.
“Women support women is real. The only way we, as women, can make our careers and leadership journeys easier is by coming together and supporting one another,” she says.
For Drucella, women’s empowerment requires more than individual achievement. It also involves creating an environment where women can learn from one another and access opportunities to grow.
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