Orami

Orami operates as a parenting-centric technology company in Indonesia, positioning itself as a comprehensive ecosystem for parents. The company originated from the 2016 merger of two e-commerce sites, Moxy and Bilna. Bilna was established in 2012 by co-founders Ferry Tenka, Gusmantara Ekamukti Himawan, and Jason Lamuda. Ferry Tenka, a Purdue University graduate in Electrical and Computer Engineering with prior experience at Sandisk, had previously founded and sold the daily deals platform Disdus to Groupon. This experience revealed that a majority of online shoppers were women, inspiring the focus of his subsequent ventures. Gusmantara Himawan, also a Purdue alumnus, brought a finance background from his time at Barclays and served as CFO.

The business model integrates three core pillars: Commerce, Content, and Community. Initially an e-commerce platform for mother and baby products, Orami has since expanded its scope. The commerce component functions as an online retail platform offering a wide array of products for mothers and children, including apparel, food, toys, and gear from various local and international brands. Revenue is primarily generated through the sale of these products. To enhance user engagement and address parental needs holistically, Orami developed a significant content and community infrastructure. This includes the Orami Parenting app, launched in February 2020, which provides access to tens of thousands of articles, online consultation classes with experts like pediatricians and psychologists, and community chat forums. This community-based platform hosts tens of thousands of members across numerous Indonesian cities, fostering a supportive network for parents.

A significant milestone in Orami's history was its acquisition by e-commerce enabler Sirclo in April 2021. This strategic move was intended to expand Sirclo's services and leverage Orami's strong consumer reach and community network. Following the acquisition, Orami continues to operate as an independent entity integrated within the Sirclo group. Orami's leadership team also transitioned into key roles at Sirclo, with CEO Ferry Tenka becoming Chief Marketing Officer and President Hendrawan Kartika taking the role of Chief Financial Officer. Prior to the acquisition, Orami had secured $15 million in funding from investors including Sinar Mas Digital Ventures (SMDV), Gobi Partners, Ardent Capital, and Velos Partners.

Keywords: parenting platform, e-commerce, mother and baby products, online retail, Indonesian startups, community commerce, content commerce, parenting app, Sirclo, Ferry Tenka, Gusmantara Himawan, MoxyBilna, online community, childcare articles, mompreneurship, parenting support, baby gear, children's apparel, family finance, online consultation