This study aims to explore the role of the university in digital transformation of its affiliated MSMEs, identify the current state or form of digitalization, factors that hinder the digitalization, and potential strategies utilizing the case studies of two patchouli-based university MSMEs. A mixed qualitative approach was utilized comprising auto-ethnography and in-depth interview. Two of the most successful university-based MSMEs in Aceh, Indonesia are chosen as the object of the study where some of the authors are directly involved in these MSMEs hence their own experience is reflected as a form of auto-ethnography. This study reveals that the MSMEs under study are still at a very early stage of digitalization and no integrated system is being used in the supply chain and accounting system. Many processes are still performed manually and mostly utilizing tools such as Microsoft Excel. Limited resources have been noted as the main barrier to digital transformation and the potential strategy for this is by strengthen the integration with the university to enable access to the resources, network, and assistance from the university and its networking. This study implies that digital transformation for MSMEs is a real challenge even for those MSMEs that are affiliated with the university.