Dietela

What Dietela does

Dietela, operating under PT. Rumah Gizi Indonesia (formerly PT Gizi Sehat Indonesia), is an Indonesia-based digital nutrition platform delivering teledietetics services — personalized diet programs, nutrition counseling, and exercise guidance — through a fully online model comprising a website, mobile app, and WhatsApp customer-care channel. Its core proposition bundles individualized meal plans (including a "Menu 10 Hari" 10-day rotating personalized menu), 1-on-1 video counseling with MTKI-registered nutritionists (Ahli Gizi), and for higher tiers, in-house personal-trainer-led workout plans and daily coaching challenges, anchored in a "chrononutrition and holistic mindfulness" methodology. The product surface is organized around four programs — Body Goals (weight management, fat-loss/muscle-gain, PCOS, fertility preparation), Body for Baby (pregnancy, breastfeeding, IVF support), Clinicare (chronic disease nutrition therapy including diabetes, hypertension, cholesterol, gout, kidney disease, GERD), and For Enterprise (corporate wellness) — supplemented by a 2025-launched Intermittent Fasting Program.

The business operates a tiered subscription pricing model in three retail tiers (Simpel/Simple, Intensif/Intensive, Intensif+/Intensive+) sold in 30-day and 90-day packages priced at Rp 299,900–Rp 2,999,000 (~USD $18–$182), paid upfront with no installment option. Revenue is generated from two streams: direct-to-consumer subscriptions via self-service digital checkout, and B2B contracts with Indonesian SOEs and corporates (named clients include Pertamina, PLN, WIKA, OJK, DJP, Jasa Raharja, Nutricia, Nutrifood, Otsuka, QNB, Young Living, and others). The company self-reports 15,000+ cumulative program users, 8,000+ personal clients, presence in all 24 Indonesian provinces, and a 93% program success rate, with 2-month enterprise program data showing 60% participant compliance, 80% nutritional-status improvement, and 85% eating-pattern improvement.

The go-to-motion is sales-led/self-serve for B2C (website discovery, WhatsApp conversion, blog-driven content marketing, #AjakSehat referral program) and direct enterprise sales for B2B. Dietela is founder-led (CEO Tri Mutiara Ramdani, S.Gz, M.Sc) and bootstrapped, with no disclosed institutional funding, parent company, or M&A activity in the available sources.

Name

Dietela

Legal name

PT. Rumah Gizi Indonesia

Website

https://dietela.id

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Dietela is Indonesia's first teledietetics platform, delivering personalized diet programs, 1-on-1 video counseling with MTKI-registered nutritionists, and workout plans through a digital subscription service for consumers and corporate-wellness contracts for enterprises across all 24 Indonesian provinces.

Ownership category

akta.pro rank

Product category

Nutrition Counseling & Teledietetics Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO), Weight Loss Coaching (Non-Clinical) (HSADAFAB)

Keywords

• Teledietetics platform
• Nutrition counseling services
• Personalized meal planning
• Weight management programs
• Corporate wellness programs

Headquarters

HQ city

Depok

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Personal Program Subscriptions: Dietela generates revenue through subscription-based personal diet programs (Body Goals, Body for Baby, Clinicare, and IF Program). Programs are available in 30-day and 90-day packages across multiple service tiers (Simpel/Simple, Intensif/Intensive, Intensif+/Intensive+). Payment is made upfront at the start of the program; installments are not available. Programs include 1-on-1 video counseling with nutritionists and personal trainers, personalized meal plans, chat support, and workout plans depending on the tier.
2. Enterprise / Corporate Nutrition Programs: Dietela offers corporate nutrition and wellness programs for companies and communities (For Enterprise), including 1-on-1 nutrition counseling, meal plans, seminars, nutritional assessments, body composition checks, support groups, and exercise programs. Revenue is generated through B2B contracts with enterprise clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Dietela is an Indonesian teledietetics platform that sells subscription-based personalized diet and nutrition counseling programs delivered remotely by MTKI-registered nutritionists and certified personal trainers. Customers purchase tiered programs (Body Goals, Body for Baby, Clinicare, Intermittent Fasting Program) that include personalized meal plans, 10-day menus, video counseling, chat support, daily coaching, and customized workout plans, with a separate corporate wellness offering (For Enterprise) for companies and communities.

Product overview

Dietela is a subscription-based digital nutrition platform offering four main programs: Body Goals (weight management with fat-loss/muscle-gain), Body for Baby (pregnancy/fertility nutrition), Clinicare (chronic disease management), and For Enterprise (corporate wellness). The platform operates on a tiered service model with Simpel, Intensif, and Intensif+ levels, delivering personalized meal plans, 1-on-1 video consultations with certified dietitians and fitness trainers, daily coaching, and exercise guidance entirely through digital channels without physical products. The company employs chrononutrition methodology and personalized diet approaches under MTKI-registered nutrition professionals, serving clients across all 24 provinces in Indonesia.

Differentiator

Problem solved

Functional benefit

Products and services

• Body Goals Subscription diet and fitness program that helps clients reach an ideal body weight or recomposition through personalized meal plans, 10-day rotating menus, 1-on-1 video counseling with MTKI-registered nutritionists, daily coaching, and bundled personal trainer workout plans. Designed for weight loss of 1–10 kg, weight gain, fat-loss/muscle-gain, PCOS management, and fertility preparation (promil). Sold in 30-day and 90-day Simpel, Intensif, and Intensif+ tiers ranging from Rp 299,900 to Rp 2,999,000.
• Body for Baby Personalized nutrition program for prospective mothers and fathers, pregnant women (BUMIL), and breastfeeding mothers (BUSUI) seeking optimal nutrition for fertility (promil), IVF support, gestational diabetes management, pregnancy, postpartum recovery, and breastfeeding, with exclusive ASI support and guidance on children's menus. Delivered by MTKI-registered nutritionists via the Dietela app.
• Clinicare Specialized clinical diet program for individuals managing chronic diseases and medical conditions such as high cholesterol, uric acid/gout, diabetes mellitus, heart disease, hypertension, cancer, kidney disease, GERD, and post-surgery recovery, with personalized meal plans, condition examinations, and 1-on-1 video counseling with MTKI-registered nutritionists.
• For Enterprise Corporate wellness program that empowers employees with dietary improvement and lifestyle change via 1-on-1 nutrition counseling, personalized meal plans, health seminars, nutritional assessments, body composition checks, support groups, and exercise programs. Sold to companies and government/state-owned enterprises (clients include Pertamina, PLN, WIKA, OJK, Jasa Raharja, QNB Indonesia, Nutrifood, Otsuka, and others) via direct B2B sales contracts.
• Intermittent Fasting Program Intermittent fasting diet program curated by Dietela dietitians to provide structured fasting schedules, ongoing online support, and guidance for safe and effective fasting results. Sold through a dedicated landing page and marketed via May 2025 promotional campaigns and an IF E-Book offer.

Quantifiable outcome

• 93% program success rate among thousands of users
• +6 more outcomes

Named customers32 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Alodokter: Major Indonesian health portal and telemedicine platform with content, doctor booking, and increasingly lifestyle/wellness content. Competes for the same Indonesian health-conscious consumer wallet Dietela targets.
• Halodoc: Indonesia's largest telehealth super-app, offering GP consultations, pharmacy delivery, and a broad health-services portfolio. Nutrition overlaps as a feature within a much wider, well-funded platform targeting the same Indonesian consumer.
• KlikDokter: Long-established Indonesian health information and telemedicine platform with doctor consultation services. Overlaps with Dietela in Indonesian health-content and medical-advice audience.

Direct peers

• Noom: Global digital weight-management and nutrition coaching platform with human coaching similar to Dietela, but operating at far larger scale and price point. Closest functional comparability in the paid-coaching-nutrition category.
• HealthifyMe: Asia-based (India) digital nutrition and fitness platform combining AI-powered food tracking with R&D-credentialed human coaches. Comparable mix of dietitian-led coaching and subscription pricing, and a regional peer to Dietela.
• Yazio: Freemium nutrition tracking and personalized meal-planning app with paid coaching tiers. Comparable D2C nutrition subscription business model and meal-plan product surface.
• Lifesum: Subscription nutrition and meal-planning app with personalized plans and coaching. Closest direct subscription consumer-nutrition comparable outside Asia, with overlapping price points and feature set.

Emerging players

• 8fit: Subscription app combining personalized workout and meal plans with coaching content. Comparable bundled fitness-plus-nutrition subscription product targeting similar consumer segments.
• MyFitnessPal: Global food-tracking and calorie-counting app with a premium tier. Less coaching depth than Dietela but competes for the same consumer attention on nutrition and weight management.
• FatSecret: Global nutrition tracking platform with a strong user community. Functional overlap in food/nutrition tracking but lacks Dietela's MTKI-registered human dietitian coaching.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dietela_id
• LinkedInlinkedin.com/company/dietela-indonesia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Dietela