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Under the Radar: Y Combinator, Softbank-backed Social commerce startup Aplikasi Super on making FMCGs accessible in rural Indonesia
It’s all about making FMCGs more accessible to consumers in rural Indonesia today. With a population of over 277 million people, Indonesia is Southeast Asia’s largest economy, with a GDP of around US$1.32 trillion back in 2022. At the same time, data from Statista showed Indonesian households allocating almost a fifth of their household expenses for FMCGs since 2018. While the numbers look promising, about forty per cent of Indonesian reside in the rural parts of the country, making accessibility a key challenge for consumers. The internet appears to be key to bringing FMCGs to the consumers…
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