Indonesian Vegetable Marketplace Startup Kedai Sayur Bags US$4m in Funding

Kedai Sayur, an Indonesian startup that provides technology inclusion to vegetable vendors in the country, has raised $4 million in funding from various investors.

The funding round, which brings the startup’s total funds raised to date to about $5.3 million, was anchored by early-stage venture fund East Ventures and backed by Indonesia’s SMDV, Triputra Group, and Multi Persada.

Founded nine months ago, Kedai Sayur seeks to digitize vegetable hawkers to provide them with a strong ecosystem and distribution network, which in return will give them access to a wider market.

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Kedai Sayur, which means “vegetable kiosk” in Indonesia, provides vegetable hawkers access to the “best quality and price of fresh commodities” that they can buy and then sell for profit.

The startup said most vegetable vendors in the country are struggling to source competitive fresh produce to the long supply chain. This marks up the cost of the products they buy by up to 2-3 folds and lowers the quality and freshness of the vegetables.

At present, the startup features more than 300 fresh produce in its distribution centers. Vegetable hawkers can access these products through the Kedai Sayur app.

Adrian Hernanto, co-founder and CEO of Kedai Sayur, said the startup, from day one, aims to create a lasting impact for the country’s fresh produce hawkers “to let them enjoy a higher quality of life”.

Hernanto said the fresh funding will be used to bring more vegetable hawkers and partners to the Kedai Sayur network. It will also use the investment to further develop its technology and extend its network of sources and suppliers.

From its inception, Kedai Sayur’s gross merchandise volume has grown by 600 percent and the number of its partners has also increased by 520 percent.

East Ventures, the lead investor in the funding round, is an early-stage venture fund that focuses on Southeast Asia and Japan. It has invested in hundreds of firms across the region.

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