Exclusive: Init 6 backs pre-seed round of Indonesian D2C firm

Gently co-founders Nyoman Anjani (left) and Ramadhan Satrio / Photo credit: Gently

Gently, an Indonesian direct-to-consumer brand for mom and babycare products, has secured an undisclosed amount of pre-seed funding from Init 6.

In an interview, Gently co-founder and CEO Nyoman Anjani said the company will use the fresh funds to roll out new products and increase its workforce, as well as for marketing and product R&D purposes.

Although its products were only launched in April last year, Anjani said that Gently has sold more than 10,000 products.

Anjani founded Gently in 2021 along with her husband, Ramadhan Satrio, who serves as chief commercial officer. Prior to her current role, Anjani held various positions in Unilever’s offices in Indonesia and the Philippines for five years.

While there are many D2C brands that cater to the mom and babycare segment, Gently seeks to offer skincare products that prioritize health consciousness. Anjani added that its skincare products are made to address specific user concerns.

“Most health-conscious skincare categories in Indonesia are still dominated by foreign brands that are expensive. Gently offers affordable and quality products,” she said. The firm’s offerings – which are white-label products – are priced at around US$3 to US$7.

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The Bandung-based company sells its products on various ecommerce platforms in the country.

However, the CEO admitted that as a new brand, the current challenge for Gently is to build effective brand awareness.

“To run a profitable business, we have to be very wise in spending money, even for marketing,” she emphasized.

Init 6 venture partner Rexi Christopher believes that the experience of Gently’s co-founders will help the D2C startup to create products that are in line with market needs.