Noni Purnomo

Dr. (HC) Noni Sri Ayati Purnomo B.Eng. MBA, affectionately known as Dr. Noni Purnomo, is the President Commissioner of PT Bluebird Tbk, Indonesia’s leading transportation corporation. Under her leadership, the company has expanded beyond its renowned Bluebird and Pusaka taxis, Bigbird buses, Silverbird executive taxis, and Goldenbird rent-a-car service, diversifying into logistics, property, heavy equipment, and IT consultation.

Born in Jakarta in 1969, Dr. Noni Purnomo is widely recognized as a self-made business leader who has continuously shattered barriers in Indonesia’s entrepreneurial landscape. Beyond her professional achievements, she is an influential businesswoman, philanthropist, and devoted mother of three, admired for her resilience, determination, and nurturing spirit.

A Strong Educational Foundation

Dr. Noni Purnomo pursued her Bachelor’s degree in Industrial Engineering at Newcastle University, Australia, before completing her Master of Business Administration, majoring in Finance and Marketing, at the University of San Francisco in 1995. In 2019, she was awarded an honorary Doctor of Letters (HC) degree from Newcastle University in recognition of her humanitarian and philanthropic contributions to society.

A Humble Start at Bluebird

Despite being the granddaughter of Bluebird’s founder, Dr. Noni Purnomo started her career at the company from the ground up. She began as a technical employee in 1994 before being promoted to Operational Supervisor later that year. In 1995, she also took on a role as a Market Research Officer at the Jakarta Convention Bureau, which became a stepping stone for her illustrious career.

After earning her MBA in 1997, she established the Business Development division at Bluebird, covering Business Strategy, Marketing, IT, and Total Quality Management. She went on to hold leadership positions across Bluebird’s subsidiaries before becoming Senior Manager of Business Development in 2001.

She served as President Director of Bluebird Group Holdings from 2013 to 2019 before assuming the role of President Director of PT Bluebird Tbk in 2019.

Leading Bluebird to Success

Dr. Noni Purnomo has played a crucial role in driving Bluebird’s success, not only as a business leader but also as a changemaker. She founded Bluebird Peduli, the company’s philanthropic arm, and co-founded multiple angel investment firms. She is also an active mentor for several startups.

Since its inception, Bluebird Peduli has focused on education, women’s empowerment, environmental conservation, and community development. One of its most impactful initiatives is Kartini Bluebird, which supports over 40,000 wives of Bluebird Group drivers and employees with small loans and training programs to help them start businesses in handicrafts and food and beverage.

By 2020, Bluebird Peduli had provided educational scholarships to over 33,000 children of Bluebird Group employees and supported various scavenger school foundations. Under Dr. Noni Purnomo’s leadership, Bluebird also became Indonesia’s first taxi company to introduce electric taxis as part of its decarbonization efforts.

Driving Innovation and Adaptability

Beyond philanthropy, Dr. Noni Purnomo has ensured Bluebird remains future-ready. The company navigated the challenges of COVID-19 by adapting its business model and launching new services. Bluebird COD and BirdKirim were introduced to facilitate the delivery of essential goods, while digital payments were enhanced in partnership with Standard Chartered to support a cashless society.

Additionally, Bluebird has embraced data-driven decision-making by piloting an Internet of Things (IoT) system for its fleet of over 30,000 taxis and buses and leveraging Salesforce to optimize business operations and customer experiences.

Influence Beyond Bluebird

Dr. Noni Purnomo’s impact extends far beyond Bluebird. She has served as a Board Member of the Australia Indonesia Institute, Advisory Board Member of Jr. NBA Asia and Antler Asia, and Chairman of the Indonesian Cultural Satya. She was also the President of the Intelligent Transportation Society Indonesia from 2017 to 2020 before transitioning to Chairman of the Advisory Board until 2023.

As an angel investor through ANGIN, she actively supports emerging startups and young entrepreneurs. She is also involved in cultural preservation efforts in Bali, providing scholarships and promoting traditional performances such as wayang orang dance through the Indonesian Cultural Satya.

Recognition and Legacy

Dr. Noni Purnomo’s remarkable contributions have earned her numerous accolades, including the UN Women Empowerment Principal’s Award (2020), the IDC Digital Transformation Award (2020), and the IDC Futures Enterprise Award as CEO of the Year in 2021.

Despite the challenges posed by the pandemic, she has led Bluebird with unwavering determination, reinforcing its people-centric philosophy. She firmly believes that “only happy people can make other people happy,” a principle that remains the foundation of Bluebird’s corporate culture.

Her vision for the future is clear—enhancing Bluebird’s agility, fostering collaboration, and leveraging innovation to drive Indonesia’s progress. Her dedication to excellence and empowerment solidifies her place as a trailblazer, making her a deserving recipient of the 2022 Woman Entrepreneur of the Year award.

People say the best way to predict a future is to create it. Dr. Noni Purnomo of PT Bluebird Tbk shows that you can really do it all when you have the right intentions and move forward with a selfless purpose. Having a leader who is as strong in her leadership as she is in her generosity is really hard to come by - Shanggari Balakrishnan, Chief Executive Officer, MORS Group

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