Segari
Segari is an Indonesia-based direct-to-consumer e-grocery platform, founded in 2020 and headquartered in Jakarta, delivering fresh produce and a 36+ category online supermarket assortment to consumers in the Greater Jakarta (Jabodetabek) area via its website, mobile app, and home delivery.
- Company typePrivate
- Founded2020
- HeadquartersJakarta, Indonesia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Segari does
Segari (legally PT Sayur Untuk Semua) is an Indonesia-based direct-to-consumer e-grocery platform founded in 2020 and headquartered in Jakarta. The company operates segari.id, a B2C online marketplace delivering fresh produce and groceries to consumers in the Greater Jakarta (Jabodetabek) metropolitan area via website, mobile application, and home delivery. The product catalog has expanded well beyond its fresh-produce origin to 36+ categories spanning vegetables, fruits, meat, seafood, poultry, dairy, frozen goods, bakery, beverages, Sembako staples, spices, health, baby/mom, beauty, personal care, home cleaning, kitchen equipment, electronics, pet supplies, stationery, bulk packaging, and a 21+ restricted assortment. Segari has also built proprietary private-label lines — notably Segari's Kitchen (ready-to-eat meals) and Segari Essentials (staple goods) — and operates co-branded storefronts such as Kolaborasa and TUKU di Segari.
The platform is a standard consumer e-commerce stack: a web storefront at segari.id, a dedicated mobile application promoted with app-exclusive promotions, and WhatsApp-based customer support. The technology description does not reference proprietary AI, advanced logistics software, or unique technical IP — the operational differentiator is the curated assortment, freshness/quality guarantee ("Bergaransi"), and free-shipping promotions above Rp99,000, rather than a technical moat. Orders are fulfilled through home delivery within the Jabodetabek service area.
Segari's revenue model is transactional retail: consumers purchase individual SKUs at listed prices with promotional discounts (up to 15%) and shipping vouchers applied at checkout. The company has raised approximately $39.5 million in disclosed funding across a 2021 seed, a 2021 Series A led by Argor Capital (with AC Ventures, BEENEXT, Saison Capital, Gunung Sewu Group, and Susquehanna International Group), and a September 2023 $23.5M Series B led strategically by Alfamart (Indonesia's largest convenience retail chain) alongside GO Ventures (GoTo's corporate venture arm) and Susquehanna International Group. The founders are Farandy Ramadhana (CTO), Farand Anugerah, and Yosua Setiawan (Co-founder & CEO). Headcount is reported at 101–250 employees.
Segari firmographics
Firmographics- Name
- Segari
- Legal name
- PT Sayur Untuk Semua
- Website
- https://segari.id
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Segari is an Indonesia-based direct-to-consumer e-grocery platform, founded in 2020 and headquartered in Jakarta, delivering fresh produce and a 36+ category online supermarket assortment to consumers in the Greater Jakarta (Jabodetabek) area via its website, mobile app, and home delivery.
- Ownership category
- akta.pro rank
Segari industry classification
Industry- Product category
- Online Grocery Retail
- NAICS
- Fruit and Vegetable Retailers (44523), All Other Specialty Food Retailers (445298)
- SIC
- Retail-Food Stores (5400), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Frozen Entrées & Complete Meals (CRADADAA)
- akta.pro secondary industry
- Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)
Keywords
Where Segari is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Segari business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Sales of Fresh Produce and Groceries: Segari generates revenue through direct retail sales of fresh produce, groceries, and household items to consumers via its e-commerce platform. Customers purchase products at listed prices, with potential discounts and promotions applied at checkout.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual consumer retail pricing for fresh produce and groceries |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Segari product offering
Product offeringCore offering
Segari (legally PT Sayur Untuk Semua) operates an online grocery e-commerce platform at segari.id that sells fresh quality ingredients and packaged groceries — including vegetables, fruits, meat, seafood, dairy, frozen foods, beverages, staple groceries, spices and sauces, health products, baby and maternal items, specialty cuisine kits, personal care, and household goods — to consumers in the Greater Jakarta (Jabodetabek) area. The company owns and operates its own private-label brands (Segari's Kitchen, Segari Essentials) and partner collaborations (Kolaborasa, TUKU di Segari), and fulfills orders through direct home delivery with free shipping across its service area.
Product overview
Segari is an Indonesian e-grocery online shopping platform (segari.id) operated by PT Sayur Untuk Semua (PT Vegetables For Everyone). The company offers a comprehensive B2C e-commerce marketplace delivering fresh quality ingredients throughout Indonesia. The platform operates as a single unified product with an extensive product portfolio organized across 36+ product categories including: fresh produce (Sayuran/Vegetables, Buah/Fruits), proteins (Daging/Meat, Seafood, Unggas/Poultry), dairy (Susu & Dairy), Segari's Kitchen (private label ready-to-eat meals), Segari Essentials (staple goods), frozen products (Produk Beku), specialty cuisines (Hotpot, Japanese BBQ, Steak), beverages (Minuman), Sembako (staple groceries), Bumbu & Saus (spices and sauces), Health products (Kesehatan), Baby/Mom products (MPASI, Ibu Bayi & Anak), personal care (Perawatan Diri, Beauty & Face Care), household items (Kebersihan Rumah, Peralatan Dapur/Kitchen Equipment), pet supplies (Perlengkapan Hewan), and various other categories including Elektronik, 21+ restricted products, bulk packaging (Kartonan & Kemasan Besar), stationery (Alat Tulis), and accessories. The platform serves consumers in the Greater Jakarta area (Jabodetabek) with a mobile application for convenient shopping.
Differentiator
Problem solved
Functional benefit
Products and services
- Segari Online Grocery Platform Core e-commerce platform that lets consumers in Greater Jakarta order fresh produce, groceries, and household items online for home delivery.
- Fresh Vegetables (Sayuran) Category of fresh vegetables sold to consumers through the Segari online grocery platform.
- Fresh Fruits (Buah) Category of fresh fruits sold to consumers through the Segari online grocery platform.
- Meat (Daging) Category of fresh and packaged meat products sold to consumers through the Segari online grocery platform.
- Seafood (Seafood) Category of seafood products sold to consumers through the Segari online grocery platform.
- Poultry (Unggas) Category of poultry products sold to consumers through the Segari online grocery platform.
- Protein Assortment (Protein) Category of protein products sold to consumers through the Segari online grocery platform.
- Dairy & Eggs (Susu & Dairy) Category of dairy products (including milk and eggs) sold to consumers through the Segari online grocery platform.
- Frozen Products (Produk Beku) Category of frozen food products sold to consumers through the Segari online grocery platform.
- Segari's Kitchen (private-label ready-to-eat meals) Segari's own private-label line of ready-to-eat / prepared meal products sold to consumers through the Segari online grocery platform.
- Segari Essentials (private-label essentials) Segari's own private-label line of essential items sold to consumers through the Segari online grocery platform.
- Bakery & Breakfast (Bakery & Sarapan) Category of bakery and breakfast products sold to consumers through the Segari online grocery platform.
- Beverages (Minuman) Category of beverages sold to consumers through the Segari online grocery platform.
- Staple Groceries (Sembako) Category of Indonesian staple groceries sold to consumers through the Segari online grocery platform.
- Spices & Sauces (Bumbu & Saus) Category of cooking spices and sauces sold to consumers through the Segari online grocery platform.
- Cooking Ingredients (Bahan Masakan) Category of cooking ingredients sold to consumers through the Segari online grocery platform.
- Health Products (Kesehatan) Category of health and wellness products sold to consumers through the Segari online grocery platform.
- Baby & Weaning Food (MPASI) Category of baby and complementary weaning food products sold to consumers through the Segari online grocery platform.
- Mom, Baby & Kids (Ibu, Bayi & Anak) Category of maternal, baby, and kids products sold to consumers through the Segari online grocery platform.
- Hotpot Specialty Assortment (Hotpot) Category of hotpot-focused specialty cuisine products sold to consumers through the Segari online grocery platform.
- Japanese BBQ Specialty Assortment (Japanese BBQ) Category of Japanese BBQ-focused specialty cuisine products sold to consumers through the Segari online grocery platform.
- Steak Specialty Assortment (Steak) Category of steak-focused specialty cuisine products sold to consumers through the Segari online grocery platform.
- Kolaborasa (collaborative brand assortment) Collaborative brand assortment carried on the Segari online grocery platform.
- TUKU di Segari (partner brand assortment) Partner-brand assortment (TUKU di Segari) carried on the Segari online grocery platform.
- Personal Care (Perawatan Diri) Category of personal care products sold to consumers through the Segari online grocery platform.
- Beauty & Face Care (Beauty & Face Care) Category of beauty and face care products sold to consumers through the Segari online grocery platform.
- Kitchen Equipment (Peralatan Dapur) Category of kitchen equipment and tools sold to consumers through the Segari online grocery platform.
- Home Cleaning (Kebersihan Rumah) Category of home cleaning products sold to consumers through the Segari online grocery platform.
- Pet Supplies (Perlengkapan Hewan) Category of pet supplies sold to consumers through the Segari online grocery platform.
- Electronics (Elektronik) Category of consumer electronics products sold to consumers through the Segari online grocery platform.
- 21+ Assortment (21+) Age-restricted (21+) product assortment sold to consumers through the Segari online grocery platform.
- Bulk Cartons & Packaging (Kartonan & Kemasan Besar) Category of bulk cartons and large-packaging products sold to consumers through the Segari online grocery platform.
- Stationery (Alat Tulis) Category of stationery products sold to consumers through the Segari online grocery platform.
- Accessories (Aksesori) Category of accessories sold to consumers through the Segari online grocery platform.
- Snacks (Makanan Ringan) Category of snack products sold to consumers through the Segari online grocery platform.
- Favorites (Favorit) Curated "favorites" assortment available to consumers on the Segari online grocery platform.
- Segari Home Delivery Service in Jabodetabek Own last-mile home delivery fulfillment service offered with free shipping to consumers in the Jabodetabek area.
- WhatsApp-based Customer Service Customer service channel delivered over WhatsApp for Segari customers.
Companies that use Segari
Customer profileSegments1 record
Ideal customer profiles1 record
Segari technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Segari partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Segari competitors and assessment
Company assessmentDirect peers
- Pasarnow: Pasarnow operates as an Indonesian online grocery platform connecting wet market vendors and fresh producers to consumers. Directly comparable fresh-produce-led D2C model in Indonesia.
- TaniHub: TaniHub is an Indonesian agritech and e-grocery platform that sources produce directly from farmers and delivers to consumers. Operates a similar fresh-produce-led D2C model in the Indonesian market.
- HappyFresh: HappyFresh is a direct competitor in the Indonesian e-grocery space, offering scheduled online grocery delivery from partner supermarkets. Same direct-to-consumer model and target customer base (urban Indonesian households) makes it a highly comparable peer.
Broad incumbents
- GoMart (Gojek): Gojek's GoMart is the grocery delivery arm of Indonesia's largest super-app, leveraging Gojek's massive driver network and user base. A broad incumbent offering comparable online grocery but as part of a wider multi-service platform.
- GrabMart (Grab): Grab's on-demand grocery delivery service operates across Indonesia as part of its super-app ecosystem. A broad incumbent competitor with overlapping product offerings but vastly larger customer base and infrastructure.
- ShopeeMart: Shopee's grocery vertical within Indonesia's largest e-commerce marketplace. Operates as a broad incumbent with overlapping assortment but leverages Shopee's massive existing user base and logistics.
- Tokopedia NOW: Tokopedia's quick-commerce grocery service operating in Indonesia. As a broad incumbent within Indonesia's largest e-commerce platform, competes with Segari on convenience and assortment.
- RedMart: RedMart is Lazada's online grocery arm operating in Indonesia and Singapore. Functions as a broad incumbent competitor with overlapping assortment and similar D2C delivery model.
Others
- Alfamart: Indonesia's largest convenience retail chain (>18,000 stores) and Segari's strategic investor from Series B. Provides potential omnichannel distribution synergies but also competes indirectly via physical proximity to consumers.
Emerging players
- Kecipir: Kecipir is an Indonesian online grocer specializing in fresh produce and farmer-direct sourcing. Smaller-scale emerging player with overlapping fresh-produce D2C focus in Indonesia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Segari social profiles
Digital presenceSegari financial estimates
Financial estimateRevenue estimate
Valuation estimate
Segari leadership team
Management profileNumber of profiles
Profiles3 records
Segari funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Segari M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Segari
What does Segari do?
Segari (legally PT Sayur Untuk Semua) operates an online grocery e-commerce platform at segari.id that sells fresh quality ingredients and packaged groceries — including vegetables, fruits, meat, seafood, dairy, frozen foods, beverages, staple groceries, spices and sauces, health products, baby and maternal items, specialty cuisine kits, personal care, and household goods — to consumers in the Greater Jakarta (Jabodetabek) area. The company owns and operates its own private-label brands (Segari's Kitchen, Segari Essentials) and partner collaborations (Kolaborasa, TUKU di Segari), and fulfills orders through direct home delivery with free shipping across its service area.
Is Segari a public or private company?
Segari is a private company. It is classified as venture growth investor backed and is currently operating.
When was Segari founded?
Segari was founded in 2020. It employs 101 to 250 people.
Where is Segari based?
Segari is headquartered in Jakarta, Indonesia, in the Asia region.
How does Segari make money?
One revenue line is on record: retail Sales of Fresh Produce and Groceries.
Who are Segari's main competitors?
Direct peers on record are Pasarnow, TaniHub and HappyFresh. Broad incumbents are GoMart (Gojek), GrabMart (Grab), ShopeeMart, Tokopedia NOW and RedMart. Alfamart is listed as an others. Kecipir is listed as an emerging player.
Does Segari have an API?
No public API is recorded for Segari.
What industry is Segari in?
Segari's product category is Online Grocery Retail. Its primary akta.pro industry code is CRADADAA, Frozen Entrées & Complete Meals, with a secondary code of CRAHAKAC, Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals). Its NAICS code is 44523 and its SIC code is 5400.