Oja

Oja operates as a technology-driven, online supermarket specializing in groceries for cultural and ethnic communities, initially focusing on African and Caribbean foods in London. The company was founded in 2020 by Mariam Jimoh, a former investment banker of Nigerian heritage. The founding thesis stemmed directly from Jimoh's personal experience as a second-generation immigrant in London who found it difficult to source desired cultural products through mainstream online grocery services, a frustration she discovered was shared by many. Her background in finance at firms like Rothschild & Co and Citi, combined with a Biomedical Sciences degree from University College London, provided her with a strategic and analytical foundation to tackle this underserved market.

The business model centered on an app-based platform that connected customers with a curated selection of specialist products, initially focusing on African and Caribbean cultures. The name "Oja" itself translates to "market" in Yoruba, reflecting its mission to be a central marketplace. Oja managed its own logistics, delivering products from its warehouses and dark stores directly to consumers' homes, promising delivery in under 24 hours. This full-stack approach aimed to control the quality and variety of goods, moving beyond the limited 'world food' aisles of traditional supermarkets. The product catalog was extensive, including fresh produce like yams and plantains, specialized meats, spices, and even hair and beauty products.

Financially, Oja demonstrated early traction, securing $3.4 million in a pre-seed funding round in late 2021, led by notable venture capital firm LocalGlobe. This round also attracted a host of angel investors from major tech and retail companies such as Deliveroo, booking.com, and Sainsbury's, underscoring investor confidence in its niche focus. The company followed up with a pre-seed extension in 2023. The firm's strategy was to build a community-centric brand, leveraging word-of-mouth growth and a culturally nuanced shopping experience. Despite its promising start and clear market need, Oja ceased operations in the summer of 2023, with the founder citing funding challenges and unexpected revenue dips as primary reasons for the closure.

Keywords: cultural groceries, ethnic food delivery, African food online, Caribbean groceries UK, online supermarket, food tech, grocery app, Mariam Jimoh, London startup, venture-backed, e-commerce, cultural marketplace, specialty foods, direct-to-consumer, grocery logistics, LocalGlobe, food heritage, diverse groceries, ethnic retail, niche market e-commerce, Black-owned business, female founder, food delivery service