The farm-direct grocery run that reaches a Jakarta kitchen before the produce has a chance to wilt.
Segari's citrus mark - the name plays on "segar," Indonesian for "fresh." Sourced from the company's app store listing.
Between a farmer's field in West Java and a dinner table in South Jakarta sit a string of middlemen - collectors, wholesalers, distributors, market vendors. Each layer adds cost and takes time, and by the time produce reaches a shopper it is often days old and marked up several times over. Segari was founded in 2020 to compress that chain into something close to a straight line.
The company buys fresh fruit, vegetables, meat and staple goods directly from farmers in Java and Sumatra, moves them through its own operations, and delivers to households across the Greater Jakarta area - Jakarta, Tangerang and Bekasi - typically within about 15 hours of leaving the farm. Customers order through the "Segari - Supermarket at Home" app or website, choosing from more than 10,000 daily products, with free delivery on their first purchases and a money-back guarantee if something doesn't meet expectations.
What makes Segari unusual is not the storefront but the plumbing behind it. Rather than build a large delivery fleet from day one, the company recruited a network of neighborhood agents - community leaders, shop owners and vendors who already hold trust in their streets. Those agents act as both an acquisition channel and the last-mile delivery layer, which lets Segari add customers without paying the steep marketing costs that sink many grocery startups.
Approximate window based on Segari's stated farm-to-table model.
Indonesia's agricultural supply chain runs through multiple layers between grower and consumer. Segari shortens it so shoppers get fresher produce at competitive prices, while farmers who sell direct capture fairer returns for what they grow.
Urban and suburban families doing routine grocery shopping across Jakarta, Tangerang and Bekasi - largely freshness- and value-conscious buyers. The company reported over 20x growth in users, transactions and revenue in its first year.
Where rivals lean on marketplace listings or store-picking, Segari sources direct and turns local shop owners into commissioned agents. That lowers both procurement and customer-acquisition costs - the two line items that decide whether an e-grocer survives.
Indonesians spend around $205B a year on food and beverage, yet e-grocery penetration sits below 0.5%. Segari is one of a handful of players - alongside Sayurbox, HappyFresh and TaniHub - building the logistics to capture that shift.
The agriculture supply chain is one of the most complex problems in Indonesia. We can enable consumers to receive better quality and lower cost groceries, while helping farmers receive fair prices for their produce.
— Yosua Setiawan, CEO & Co-Founder
Illustrative relative positioning, not to scale. Sources: Owler / CB Insights competitor data. Bars indicate rough standing on age and reported revenue, which vary by source.
Mobile app and website carrying 10,000+ daily products across fresh fruit, vegetables, meat, seafood, bakery, snacks, drinks and staples - with same-day / next-day delivery and free delivery on first purchases.
Direct procurement from farmers in Java and Sumatra, a roughly 15-hour farm-to-table window, and a four-step quality-control process backing a money-back guarantee.
Community leaders, shop owners and vendors act as commissioned agents - acquiring customers and running last-mile delivery in their own neighborhoods.
A dedicated Segari courier application and internal logistics coordinate delivery across the Greater Jakarta area.
CEO & Co-Founder
Previously at Boston Consulting Group and Traveloka.
COO & Co-Founder
Previously at Grab.
CTO & Co-Founder
Previously at Amazon and Google.
Segari earns product margin on the groceries it sells. Buying direct from farmers cuts procurement cost; the commissioned-agent network cuts customer-acquisition cost. It is direct-to-consumer retail fused with hyperlocal social commerce.
A $16M Series A in 2021 led by Go-Ventures - with Alfamart, AC Ventures, Beenext, Saison Capital and others - followed by a $23.5M Series B in 2023 from existing investors.
Yosua Setiawan, Farand Anugerah and Farandy Ramadhana launch Segari to tackle Indonesia's fragmented agricultural supply chain.
After reporting over 20x growth in its first year, Segari raises a $16M Series A led by Go-Ventures, with Alfamart, AC Ventures and others.
Segari closes a $23.5M Series B from existing investors to strengthen operations and its farm-direct supply chain.
The company reports roughly 40% revenue growth while expanding its grocery service across Greater Jakarta.
Note: no official Segari YouTube interview or product-demo video could be verified at time of writing; the App Store and Google Play listings include app previews. Some figures (revenue, employee count) are third-party estimates and approximate.