Indonesian startup that aims to digitise vegetable hawkers, Kedai Sayur, announced today that it has closed a US$4 million new round of funding led by East Ventures, with participation of SMDV, Triputra Group, and Multi Persada.

Kedai Sayur said that the fresh funds will be used to accelerate the onboarding of more vegetable hawkers and retailers to be their partner –Mitra Sayur.

It will also further extend their networks of sources and suppliers, as well as to develop its technology.

Named after the Indonesian word for “vegetable kiosk,” the startup aims to eliminate the long process of fresh produces sourcing and distribution by working directly with farmers and partners.

Mitra Sayur can access these products through the Kedai Sayur apps and pick them up from the nearest grocer’s drop-off points.

Their solution was built upon the realisation that even with the agrarian DNA embedded in it, Indonesia’s hawkers are still struggling to source competitive fresh produce due to the long supply chain, adding costs and compromising the freshness of the food.

Also Read: Tech-enabled veggie hawker startup Kedai Sayur secures US$1.3M funding

Co-founder and CEO of Kedai Sayur, Adrian Hernanto, said, “From day one, we aim to create a tangible impact for all the fresh produce hawkers and allow them to enjoy a higher quality of life. We are delighted to witness the constantly increasing purchase value experienced by all of our Mitra Sayur, and how most of them can even double the amount within the first six months.”

This is the second funding the company has raised this year, after securing a US$1.3 million in May, also from East Ventures.

As for the leading investor East Ventures, the VC has been named as the “Most Consistent Top Performing Venture Capital Fund Managers” in the world by Preqin.

Melissa Irene, a Managing Partner of the VC that has backed Tokopedia and Warung Pintar among others, shared to e27 that such achievement is an accumulation of the consistency in building an ecosystem and “focussing on solving “invisible problems” as done by their portfolios”.

Image Credit: Kedai Sayur