Grouu Baby Food

Grouu Baby Food

A fast grouu-ing baby food company based in Jakarta, Indonesia.

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Total Funding000k
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Grouu, an Indonesian enterprise founded in 2020 by Jessica Marthin, Ratna Sari, and Shinta Nurfauzia, operates within the baby food sector with a tech-centric approach. The company's inception was driven by the founders' personal experiences and the identified need for convenient, nutritious, and safe baby meal options in the Indonesian market. Shinta Nurfauzia, with a background as a lawyer and previous experience founding another culinary startup, Lemonilo, brings relevant entrepreneurial and food industry expertise to the venture. Grouu provides a range of freshly made, Halal-certified complementary feeding foods (MPASI) for infants and toddlers. The product portfolio is designed by a team of food scientists and nutritionists to cater to the specific developmental stages of children, using natural, locally-sourced ingredients without preservatives or artificial additives. The business model is primarily direct-to-consumer (D2C) through a subscription service, offering parents customized weekly meal plans delivered directly to their homes. This model addresses the challenge parents face in consistently preparing varied and nutritionally balanced meals. To broaden its market reach, Grouu has expanded its distribution channels beyond its direct subscription service. The company's meals are accessible through a significant network of over 135 on-demand outlets and can be found in more than 1,000 retail locations, including supermarkets and modern trade stores across Indonesia. This multi-channel strategy ensures that their products are readily available to a wider customer base. The company secured an undisclosed amount of pre-seed funding in 2021 from Selera Kapital, part of the Sour Sally Group, to fuel its expansion and product development efforts. Keywords: baby food, subscription service, child nutrition, direct-to-consumer, MPASI, healthy meals, food delivery, family care, Indonesian market, fresh ingredients

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