What Aruna does

Aruna, legally PT Aruna Jaya Nuswantara, is an Indonesian aquatech company founded in 2016 and headquartered in Jakarta. It operates an integrated fisheries commerce platform that connects small-scale Indonesian fishermen to domestic and global seafood markets, combining a digital supply-chain platform with a physical network of 177+ Aruna Hubs (mini processing plants and community centers) across approximately 90% of Indonesia's coastal areas. The company serves a dual-sided customer base: 55,000+ small-scale fishermen on the supply side, and international seafood importers alongside domestic wholesale and retail buyers on the demand side, exporting to 31 countries. Core products include the Aruna Platform (B2B commerce and traceability), the Aruna Heroes mobile app for fishermen engagement, the Seafood by Aruna sub-brand for retail and wholesale, premium seafood product lines (Tuna, Blue Swimming Crab/Rajungan, Lobster, Mackerel, Skipjack), and sustainability initiatives (Aruna Zero Waste Hub, Mariculture Program).

The underlying technology stack consists of a systematized big data platform that records fishermen catches at each hub, a product traceability system from catch to consumer, and supply chain aggregation technology that links fragmented supply to global demand. AI/ML-adjacent capabilities include predictive supply-demand analytics, process automation, and knowledge retrieval, although the documented capabilities reflect traditional data analytics more than deep learning. Aruna is pursuing Marine Stewardship Council (MSC) certification for blue swimming crab fisheries and collaborates with the Indonesian Ministry of Maritime Affairs and Fisheries (KKP) on sustainable fisheries policy. Strategic partnerships include Prosus Ventures and East Ventures as anchor investors following a $35M Series A in July 2021, and emerging cross-border engagement with Kenya's Blue Economy ministry.

Aruna's business model is primarily B2B seafood trading, with revenue generated on margin between fisher-side procurement and buyer-side pricing across fresh seafood, canned fish, and value-added products. Distribution runs through direct B2B sales for domestic wholesale (via seafoodbyaruna.com) and international export (dedicated sales teams), augmented by Indonesian e-commerce marketplaces (Tokopedia, Shopee) for retail. Pricing is not publicly disclosed and is handled via direct sales contact. The company has experienced significant operational growth (fishermen from ~5,301 in 2019 to 55,000 in 2025) but has faced capital constraints, evidenced by a small 2024 follow-on round from East Ventures and a March 2025 workforce restructuring announcement.

Name

Aruna

Legal name

PT Aruna Jaya Nuswantara

Website

https://aruna.id

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Aruna is an Indonesian aquatech company that runs an integrated fisheries commerce platform, connecting 55,000+ small-scale fishermen across 177+ coastal hubs to domestic and international seafood buyers in 31 countries through B2B trading, traceability technology, and sustainability programs.

Ownership category

akta.pro rank

Product category

Fisheries Commerce

NAICS

Fish and Seafood Merchant Wholesalers (42446), Seafood Product Preparation and Packaging (311710)

SIC

Wholesale-Groceries & Related Products (5140), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Seafood Wholesale (Fresh & Frozen) (AFAIADAD)

akta.pro secondary industries

Ready-to-Eat Seafood (Cooked Shrimp, Crab, Lobster, Surimi) (AFANALAC), Seafood Markets & Fishmongers (CRAHAHAC)

Keywords

• Integrated fisheries commerce
• Seafood supply chain
• Aquaculture technology platform
• Sustainable seafood sourcing
• Fishery marketplace platform

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. B2B Seafood Sales: Aruna generates revenue by selling fresh and high-quality seafood sourced from small-scale Indonesian fishermen to domestic and international wholesale buyers, including importers. Products include tuna, blue swimming crab (rajungan), lobster, mackerel, and skipjack. The company also offers canned fish and value-added seafood products.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Aruna operates an integrated fisheries commerce platform that sources fresh and processed seafood (Tuna, Blue Swimming Crab, Lobster, Mackerel, Skipjack) from 40,000+ small-scale Indonesian fishermen through 177+ Aruna Hubs. The company sells to international importers and domestic wholesale buyers as its primary channel, with a secondary retail offering under the Seafood by Aruna brand via Indonesian marketplaces. A proprietary big data platform records catches, forecasts demand, and enables traceability from sea to table.

Product overview

Aruna is an integrated fisheries commerce platform that operates as a unified ecosystem connecting small-scale Indonesian fishermen to global markets. The core platform (Aruna Platform) serves as the main interface, supported by the Aruna Heroes mobile app for fisherman participation, Seafood by Aruna sub-brand for retail/wholesale distribution, and Aruna Hub service locations for processing and community operations. Premium product lines include Tuna, Blue Swimming Crab (Rajungan), Lobster, Mackerel, and Skipjack. Sustainability initiatives include the Zero Waste Hub (managing 100,000 kg production waste) and Mariculture Program (600 million crab seed restocking). The company serves both domestic and international markets across 31 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Seafood by Aruna: Consumer-facing seafood brand for domestic retail purchases, available on Indonesian marketplaces such as Tokopedia and Shopee.
• Aruna Heroes

Products and services

• Aruna Platform Integrated fisheries commerce platform connecting small-scale Indonesian fishermen directly to domestic and global markets through technology, providing sustainability standards, traceability, and working capital access for fishermen.
• Seafood by Aruna Consumer-facing seafood brand offering fresh seafood, canned fish products, and value-added seafood products for retail and wholesale, available on the company's website and major Indonesian marketplaces (Tokopedia, Shopee).
• Aruna Heroes App Mobile application for fishermen to register, record catches, and participate in the Aruna ecosystem; built as a free app by PT Aruna Jaya Nuswantara and distributed via Google Play.
• Aruna Hub Network Network of 177+ mini processing plants and community hubs spread across Indonesian coastal areas, serving as centers for seafood transactions, warehousing, data input, and community gatherings for fishermen and partners.
• Premium Seafood Product Line (Tuna, Rajungan, Lobster, Mackerel, Skipjack) Premium seafood product line including Tuna, Blue Swimming Crab (Rajungan), Lobster, Mackerel, and Skipjack, sourced from small-scale Indonesian fishermen and exported to 31 countries and sold domestically.

Quantifiable outcome

• Fishermen income increases of 3-12x compared to traditional supply chains
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Maritime FoundationminorStrategic or Co-development PartnerAruna collaborates with the Maritime Foundation on a program to donate books and school supplies to children in coastal areas. Through this program, over 500 coastal children at Aruna's operational points across Indonesia were reached. The program is implemented in Aceh, Lampung, Central Java, East Java, South Kalimantan, East Kalimantan, South Sulawesi, Southeast Sulawesi, North Maluku, and Papua.
• Indonesian Ministry of Maritime Affairs and Fisheries (KKP)coreStrategic or Co-development PartnerAruna works with the Indonesian Ministry of Maritime Affairs and Fisheries (KKP) on sustainable fisheries management initiatives, including the Measured Fish Capture (PIT) policy implementation, human resources development, and the Fisheries Improvement Program (FIP).
• Kenya Ministry of Blue Economy and FisheriesminorStrategic or Co-development PartnerIn October 2024, Kenya's Cabinet Secretary for Mining, Blue Economy, and Maritime Affairs visited Aruna to explore potential cooperation and learn from Aruna's business model, which integrates downstream and upstream fisheries operations with community development across Indonesia's provinces.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• eFishery: Indonesian aquatech startup providing smart feeding devices, capital access, and market linkage to fish and shrimp farmers. Closest peer to Aruna—same country, same small-holder aquaculture/fisheries segment, same B2B digital marketplace model.
• AquaConnect: India-based aquaculture technology platform offering farm advisory, input marketplace, and buyer linkage to shrimp and fish farmers. Comparable business model to Aruna (small-holder aquatech B2B marketplace) though operating in a different geography and aquaculture rather than wild-catch.
• JALA Tech: Indonesian shrimp-farming technology platform offering IoT water-quality monitoring, farm management software, and buyer linkages. Directly comparable as a domestic aquatech B2B platform serving small-scale producers, though Aruna is more upstream in wild-catch fisheries.
• Fishlog: Indonesian fisheries supply-chain and cold-chain platform connecting small fishermen to buyers. Operates in the same Indonesian catch-to-market corridor as Aruna with a similar B2B aggregator model, making it the most direct upstream competitor.

Broad incumbents

• Thai Union Group: One of the world's largest seafood processors and exporters (tuna, shrimp, pet food). Comparable as a major exporter sourcing from Indonesian and ASEAN fisheries, though operating at vastly greater scale with vertically integrated processing rather than an aggregator model.
• Maruha Nichiro: Japan-headquartered global seafood conglomerate with significant aquaculture, wild-catch, and processed seafood operations. Comparable as a major end-buyer of Indonesian seafood and a benchmark for the scale and vertical integration Aruna may aspire toward.

Emerging players

• AquaExchange: India-based aquaculture marketplace and fintech platform connecting shrimp farmers with buyers and inputs. Comparable as a digital B2B platform serving small aquaculture producers, with similar pain-point focus on capital access and traceability.
• Sea Six Energy: Aquaculture and fisheries technology provider focused on sustainable blue economy solutions in emerging markets. Comparable as a regional player exploring fisheries digital infrastructure, though at smaller scale and earlier stage than Aruna.
• XpertSea: Canada-based aquaculture technology company using AI and computer vision to optimize shrimp and fish farming. Partial overlap with Aruna in digitizing aquaculture supply chains, but focused on-farm rather than on fisheries aggregation and export.

Others

• Cargill Aqua Nutrition: Global aquafeed supplier and aquaculture solutions provider operating across Asia. Comparable as an ecosystem enabler in Indonesian aquaculture/fisheries, though not a direct competitor—Cargill could be a partnership counterpart for Aruna's downstream buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/arunaindonesia
• YouTubeyoutube.com/channel/UCswKOypO0y3l4hFlzIicGJQ
• Facebookfacebook.com/arunaindonesia
• LinkedInlinkedin.com/company/aruna-indonesia
• Instagraminstagram.com/aruna.indonesia
• TikToktiktok.com/@arunaindonesia

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds8 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aruna