Honoring the late Ibu Mutiara Siti Fatimah Djokosoetono, the Founder of Bluebird
Bluebird came into being in 1972 thanks to a remarkable woman, who from the company’s very inception was the heart of the idealism that underpins its continuity.
Her name was Mutiara Siti Fatimah Djokosoetoeno, or Bu Djoko as we know her. Bu Djoko was a simple woman who faced her share of limitations in life. She founded Bluebird under difficult circumstances. When her husband, the late Prof. Djokosoetono died, she was forced to make ends meet, particularly for the education of her children.
The importance of education was never something to be argued about for Bu Djoko. “The greatest wealth in people’s lives is cleverness because it cannot be lost or stolen,” she said.
She was inspired to choose the name Bluebird from the European folk tale “Bird of Happiness”. She established Bluebird with all her heart, assisted by her children who also strove to create a better life. Bu Djoko’s story of endeavour and her example has deeply influenced all of us as Bluebird continues to serve the Indonesian nation.
“Those who are in difficult circumstances or face a heavy challenge are the esteemed people who God entrusts to survive, to be fortified by this,” Bu Djoko stated. “They are trained to find a way out and escape difficulty. Such people will always occupy their lives by continuing to endeavour. They have great capacity for success.”
Not all great companies can survive and maintain their success. There are absolute values that are the key to the success of Bluebird. It developed because of the noble values instilled by Bu Djoko and preserved through the legacy of a never easy struggle. Those values are the sense of caring, integrity, prime services and an unrelenting growth mindset.
“We’re no ordinary taxi company. We’re a taxi armada that provides exceptional extra service,” Bu Djoko said. “The good credibility that we build today is our future.”
The taxi business requires a heartfelt touch; a service business that takes refined capabilities to be able to serve outstandingly well. Bu Djoko thoroughly understood that this professionalism founded on excellent service and responsibility could not be expressed through mere words. In leading the company, she held to the principle of, “an iron fist in a velvet glove”.
Bu Djoko was a mother, grandmother and leader whose lasting legacy of values, knowledge and experience have brought Bluebird to create Setiap Kilometer Berarti (Every Kilometer Counts).