Sinbad

Sinbad, legally incorporated as PT Sinbad Karya Perdagangan, is an Indonesian business-to-business marketplace focused on streamlining the fast-moving consumer goods (FMCG) supply chain. Founded in Jakarta in 2018 by Emilio Wibisono and Behshad Saeedi, the company provides a digital platform that directly connects traditional retailers, known as warungs, with large-scale distributors and manufacturers. The platform, available as an Android application, enables small merchants to procure inventory directly, aiming to offer more reasonable pricing and improve efficiency. Wibisono, who serves as CEO, brought relevant experience from a data analyst internship at a distribution company and management roles in the hospitality sector before founding Sinbad.

The company's business model centers on digitizing the procurement process for the multitude of small, independent retailers that form a significant part of Indonesia's retail landscape. By using Sinbad's mobile marketplace, these retailers can manage orders, track inventory, and access a wide variety of products from major suppliers, including Unilever. This addresses traditional supply chain inefficiencies, providing greater market access and streamlining logistics. Revenue is generated within this B2B ecosystem, which also integrates features like data-driven demand forecasting and flexible payment options, including cash on delivery and virtual bank accounts. Since its initial trials in Tangerang and Cibinong in late 2018, Sinbad has expanded its distribution network to over 150 cities across Java, Sumatra, and Bali.

In May 2024, Sinbad announced a strategic merger with Tjufoo, a direct-to-consumer brand aggregator, to form a new holding company called Horizon Group. This move aims to create an omnichannel consumer goods company, combining Sinbad's extensive B2B distribution network with Tjufoo's portfolio of local and international brands. The merger positions Horizon to expand beyond FMCG into categories like electronics, home and living, and fashion, with plans to explore a potential IPO in the future. Prior to the merger, Sinbad had secured total funding of $5.5 million over two rounds, with a Series A round in October 2022 led by Centauri Fund. Its investors include MDI Ventures, Mandiri Capital Indonesia, and Genesia Ventures. The company has gained recognition, winning the supply chain category at the G20 Digital Innovation Network (DIN) in 2022 and being named one of LinkedIn's Top Startups in Indonesia for 2023.

Keywords: B2B marketplace, supply chain, FMCG, retail technology, e-procurement, Indonesia, logistics, distribution platform, mobile commerce, brand aggregator