Jakarta-based cloud kitchen startup Lady Group gets Series A to take over rest of Indonesia


Jakarta-based operator of the Cloud Kitchen brand, Lady Group, has set its sights on the rest of Indonesia after raising a $13.7 million Series A round. The round was led by MDI Ventures, the largest telecom conglomerate of PT Telcom Indonesia Tbk. In Indonesia. It includes participation from Sinar Mas Digital Ventures (SMDV), return investor East Ventures and Winter Capital.

This funding follows a $3 million seed round raised by Legit Group in 2021 from Eastern Ventures and AC Ventures. Since then, Legit Group claims that sales have tripled.

Founded in 2021, Lady Group currently operates four of its own cloud brands Pastaria, Sei’tan, Sek Fan and Ryujin. In Jabodetabek, the largest metropolitan area of ​​Jakarta covers 30 points. The aim with the new funding is to expand into new areas with large delivery markets as 80 percent of outlets are located in Jakarta.

The Legi team from left to right: Monica Ivanti Andriani, Felix-Nugroho, Senyarani, Juliana-Tamrin, Bram-Hendranata

Prior to founding Legit Group, Chairman Bran Hendratha spent 15 years in the F&B industry. During that time, F&B Company built the Ismaya Group into one of the largest in Indonesia. Hendratta said he became interested in cloud kitchens for TechCrunch after seeing the shift to online food delivery during the pandemic. As Indonesia’s growing middle class wants restaurant-quality food delivered to their homes, he believes the changes in habits will continue after the pandemic.

Other cloud kitchen startups in Indonesia include Yummy and Hangry. Leddit Group is currently working on an operating system that it says will give it more leverage than other cloud-brand operators, but Hendratta said he is not ready to comment on the technology yet because it is one of the larger projects the company is working on. With the new funding.

The startup plans to expand further in Jabodetabek and enter Tier 2 cities such as Surabaya and Malang this year. It plans to open new brands that will have different peak hours than the existing ones to make efficient use of the kitchens.

Commenting on the investment, Donald Wihardja, CEO of MDI Ventures, said, “Legit Group founder Bram has 15 years of successful and profitable experience in the F&B business world, as well as the ability to develop innovative, effective product and marketing strategies. , MDI Ventures is more confident that our support as a major investor will strengthen their position in the F&B industry and accelerate their business growth.



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