The trends that customers tend to turn back to nature has so far enhanced Micro, Small and Medium Enterprises (SMEs) of Batik Trusmi to develop innovation in new products that use natural coloring matters. Borshalina's research (2012) proved that there was an influence of market orientation on the innovation and there was an influence of innovation on the performance of SMEs of Batik Trusmi and some indirect influence of market orientation on the performance through the innovation of SMEs of Batik Trusmi. The result of Borshalina's research (2012) indicated that the performance of SMEs of Batik Trusmi was influenced by the innovation of its actors in fulfilled the market orientation or its consumers requirements.
To fulfilled the trends of the consumers and in minimizing the problems of waste material resulting from the synthetic coloring material, SMEs of Batik Trusmi have innovated using natural coloring materials such as, mango leaves, tree bark, bark of mahoni, tobacco, indigo bark, bark of jengkol tree. In spite of all those, it was admitted that the price of Batiks colored with natural coloring materials were more expensive than Batiks colored with synthetic coloring ones. This was the challenges encountered by SMEs of Batik Trusmi, how to produce batik which were environmentally friendly in line with the concept of sustainable development.
The research result showed that the selling price becomes higher as it uses environmentally friendly of natural coloring materials managed or anticipated in inclining quality that it could be accepted by the consumers; the supporting factor of developing the market of Batik Trusmi with natural coloring materials were many consumers interested in Batik Trusmi which proved to be environmentally friendly and became the solution over the obstacle of increasing number of labors who were reluctant to work on batik colored with natural coloring materials that, in this case, SMEs of Batik Trusmi tried to provide inputs for the workers that Batik with natural coloring materials were quickly sold on the market.