A strategy to ensure uniqueness is by emphasising the product’s traditional and cultural values – a virtually unrivalled element of national identity. However, the decline and, to an extent, extinction of traditional and cultural values are very much unwelcomed. Batik-making is a tradition which must be preserved. It is declining over time and in some cases has led to ceased practice of several batik producing centres. An example of such is the Rifa’iyah batik producing centre in Kalipucang, Batang. The number of batik makers are steadily dwindling as is the interest of the younger generation to learn it. It is undesired if the Rifa’iyah batik-making tradition ceased to be practiced. Therefore, efforts to preserve the batik-making tradition of the Rifa'iyah in Kalipucang, Batang is needed. A strategy on preserving batik-making tradition is required. This study was conducted in Kalipucang, Batang, the heart of the Rifa’iyah batik. The location was selected to preserve the batik-making tradition in Kalipucang, Batang. This study employs ethnographic methods accompanied by a literature review on the history of the Rifa’iyah community, its batik, and culture. This study also uses in-depth interviews with general batik experts, Rifa'iyah batik experts, and Rifa’iyah religious figures. For a period of time, residence is taken within the Rifa'iyah community.
Keywords: Inheritance, Preservation, Batik, Rifa’iyah