<![CDATA[Growing consumer preference for healthier lifestyles has created both opportunities and challenges for micro, small, and medium enterprises (MSMEs) producing natural-based products. This study examines the moringa-based MSME industry in East Nusa Tenggara (NTT), Indonesia, to identify the internal and external factors influencing business development and to formulate appropriate strategies. Data were collected through interviews and questionnaires involving MSME owners, employees, and government representatives. The findings indicate that abundant raw material availability is the industry's primary strength, whereas limited financial capital and restricted access to financing remain major constraints. Externally, the healthy lifestyle trend presents significant market opportunities, while increasing quality requirements from consumers and business partners represent key challenges. The results suggest that strengthening regional product branding and developing innovative moringa-based products are the most appropriate strategies to enhance competitiveness, maintain market position, and support the long-term sustainability of moringa-based MSMEs.]]>
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