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FOOD & BEVERAGE | Staff Reporter, Singapore

HappyFresh makes fresh grocery shopping a breeze

Deliveries are made within an hour.

When businessman Fajar Budiprasetyo flew into Jakarta for the first time – on a Friday afternoon – just to be stuck in traffic for three hours on his way into town, a business idea struck him inspired by his "heartfelt dislike for shopping."

"You combine this infrastructural challenge with my very heartfelt dislike for the activity of shopping and love of cooking and you have the core of HappyFresh’s service offer: fresh groceries to your doorstep – picked for you by a professional shopper and delivered to your doorstep at the time of your choice, even as fast as within the next hour," Budiprasetyo said.

In 2015, HappyFresh began its operations in Indonesia and Malaysia with a committed mission — to provide a simple and smart online grocery shopping solution. This allows time-strapped customers living in traffic-congested megacities in Asia to have more time with families and loved ones instead of pushing their way through a crowded supermarket after a long day at work.

HappyFresh is Asia’s leading hyperlocal FoodTech company that enables consumers to shop in their favourite grocery retailers via the mobile and web platforms, using technology to enable delivery within an hour. Founded in October 2014 by an international team of e-commerce and logistics experts, HappyFresh partners with established retailers to offer customers more choices at a wide range of price point. HappyFresh is headquartered in Jakarta, Indonesia and has operations in Kuala Lumpur, Malaysia and Bangkok, Thailand.

In 2015, HappyFresh completed a US$12m Series-A funding led by Vertex Venture (Vertex), the venture arm of Temasek Holdings, and Sinar Mas Digital Ventures (SMDV), the venture arm of Sinar Mas Group of Indonesia.

"We recently announced the successful signing of a funding round with Samena Capital, a principal investment group focusing on the Subcontinent, Asia, Middle East and North Africa, leading a strong consortium of new and existing investors including Vertex Ventures, the venture arm of Singapore-based Temasek group, Sinar Mas Digital Ventures, the early stage investment arm of Sinarmas Group of Indonesia, as well as Endeavor Catalyst, the venture arm of Endeavor International. The investment will enable HappyFresh to continue its focus on building a sustainably profitable company. To that aim, the company will concentrate on its three primary markets in Indonesia, Malaysia and Thailand," he shared.

This current funding round of HappyFresh follows the earlier US$12m fundraising the company had completed in September 2015, which was one of the region’s largest Series-A rounds, led by Vertex Ventures and Sinar Mas Digital Ventures.

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