Indonesia’s e-store for lovers AsmaraKu bags seed funding

AsmaraKu co-founders Grace Natalia and William Tunggaldjaja.

Earlier today, AsmaraKu, the self-proclaimed biggest ecommerce site for romance products in Indonesia, announced a seed funding round of an undisclosed amount led by local VC firm Alpha JWC Ventures and followed by IMJ Investment Partners.

AsmaraKu stocks thousands of goods that couples might need, including on-demand fresh flowers, lingerie, health supplements, and sexual wellness products. It also sells sexy underwear for both men and women, vibrating condoms, an assortment of lubricants, pregnancy testing kits, and more.

Indonesia is home to the largest Muslim population in the world. Culturally speaking, Indonesian Muslims generally value a conservative outward appearance. For this reason, one might think it strange for AsmaraKu to set up shop in the archipelago. But actually, it’s genius. The real problem AsmaraKu solves is consumer shyness. The firm understands that most Muslims in the country don’t want to be seen buying taboo items at the grocery store.

With AsmaraKu, the nation’s conservative culture ceases to matter, because products arrive at your doorstep in generic packaging with no label, making it impossible for anyone to guess what’s inside.

See: Too shy to buy condoms and lube at the store? This new site wants to make it less awkward for Indonesians

Everyone needs lube

Jefrey Joe, co-founder and managing partner of Alpha JWC Ventures says, “AsmaraKu is targeting a very large market. With the team’s experience in technology sector along with their focus and deep understanding of the customers’ need in this unique segment, AsmaraKu is able to provide a value-added solution to the Indonesian market.”

In the past, co-founder Grace Natalia told Tech in Asia that the idea for AsmaraKu came about when she was buying condoms and lubricants as props for a bachelorette party in Jakarta. “I experienced first-hand the stares from sales promotion girls and other customers as I stood browsing the sexual wellness aisles, not to mention the lack of information I had when purchasing these items,” said the former head of marketplace for Lazada Indonesia. “It didn’t take long before I put two and two together – Indonesia’s conservative culture and its booming online industry.”

See: The future of sex toys? A sexologist reviews Vibease

O2O discretion

With the fresh capital, AsmaraKu will expand its product assortment and look to improve the customer experience. Grace’s co-founder William Tunggaldjaja says AsmaraKu will soon offer an equally discreet online-to-offline solution, where buyers can pick up their goods at various locations around town. He cites PopBox – Indonesia’s equivalent to Amazon Locker – as a likely partner.

AsmaraKu competes with other local sites like MyKondom and Lazada with its dedicated condom section. The ecommerce giant also has a family planning and contraceptives area with more than 110 products.