Pasarnow

About Pasarnow

Pasarnow operates as a multi-channel e-grocery and fresh produce distribution platform in Indonesia, aiming to simplify the nation's complex fresh food supply chain. Founded in 2019 by James Rijanto, Donald Wono, and Cindy Ozzie, the company sources fresh products like fruits, vegetables, and meat directly from a network of over 1,000 farmers and suppliers. The venture began as a social commerce platform called Jamanow before pivoting to the online grocery service Pasarnow to better align with its mission.

The company serves both business-to-business (B2B) and business-to-consumer (B2C) clients through a single mobile application. This dual-channel approach allows Pasarnow to cater to the specific needs of different customer segments by offering varied pricing, promotions, and features. For its B2B clients, which include restaurants and supermarket chains, Pasarnow addresses persistent issues such as unreliable product access and a lack of transparency in ordering and invoicing. The platform's backend system aggregates order histories from all customers to forecast market demand, which helps farmer partners optimize harvesting schedules and logistics, thereby reducing food waste from 10% to 1%.

Pasarnow's business model is built on a robust technological and operational infrastructure designed to handle perishable goods. The company has established a network of micro-warehouses, or 'Frontline Mini Hubs', equipped with cold storage for fresh and frozen foods. These hubs are strategically located in densely populated areas like Greater Jakarta and Bandung to facilitate express, temperature-controlled delivery and ensure product freshness. Revenue is generated from the sale of groceries through its platform. In September 2021, the company secured $3.3 million in a seed funding round led by East Ventures, which was followed by a Series A round in May 2022, bringing total funding to $12.8 million to fuel expansion into new cities and enhance its technology.