Innovation doesn’t always come from the outside. Sometimes, it begins with a simple idea from within. That is the belief behind Fikrathon, our very first internal hackathon, a dynamic initiative created to unleash the full creative potential of our teams.

Over the course of several weeks, employees from across departments including marketing, logistics, digital transformation, operations, and beyond joined forces to tackle real business challenges with fresh thinking and bold solutions. Each team worked with purpose, aligning their ideas with our company’s mission and values.

Guided by experienced mentors and supported by both internal and external experts, participants received hands-on coaching, practical feedback, and opportunities to collaborate across functions. The atmosphere was charged with energy, curiosity, and possibility.

The journey reached its peak on pitch day, where shortlisted teams presented their solutions to a panel of senior leaders. The results spoke volumes, with powerful ideas backed by research, teamwork, and a clear drive to make a difference. Every pitch echoed the core values we stand for: bravery, empathy, excellence, vitality, love, innovation, and empowerment.

But Fikrathon is more than just a competition. It is a culture shift. It is about building an environment where everyone is empowered to think creatively, challenge norms, and drive change from within. It is about recognizing that innovation is not a department. It is a mindset shared by the whole organization.

Several standout projects have already been selected for internal incubation and implementation, where teams will receive dedicated support to turn ideas into real business impact.

We celebrate every participant who brought boldness, energy, and vision to the table. Fikrathon marks the beginning of a new chapter—one where innovation is no longer a top-down process, but a shared, living force that belongs to all of us.