Kedai Sayur Raised $1.3 Million Seed Funding Led by East Ventures

There are two types of vegetable grocers in Indonesia; one is a typical kiosks style who provide fresh produce for the walk-in customer and another is a hawkers-style that use handcarts and sells their fresh produce door-to-door.

While most customers rely on vegetable hawkers to get their daily fresh produces, hawkers are struggling due to the complex nature in getting high-quality yet affordable fresh produce from a single source. The journey of fresh produce itself begins with farmers pool their products to multiple aggregators. Aggregators will then distribute it to several vendors at the central market. Every midnight, hawkers buy their supplies from these vendors before re-selling them to customers in a residential area. This long process multiplies the products price, leaving hawkers with low-quality products and low profit margin.

Kedai Sayur tackles that problem by working with several farmers and partners directly for product sourcing and distribution. Vegetable hawkers who joined Kedai Sayur as partner (called Mitra Sayur) can access these products in one-click away through Kedai Sayur apps and pick them up from the nearest drop-off points. For grocers, they can register themselves as Kedai Sayur’s drop-off point.

Kedai Sayur also offers their partners with a new kind of delivery vehicles called “Si Komo” (stands for Kedai on Mobile) that can help them to reach their door-to-door customer in a more efficient way. The uniquely designed vehicle can be transformed and utilized for other services such as delivering packages or selling foods, allowing them to have additional income other than selling fresh produce only. Kedai Sayur also provides financing program for partners who have limited capital to purchase the vehicle.