D2C Kids Startup Little Joy Receives Series A Funding [UPDATED]

D2C startup for kids Little joy announced that it had received Series A funding with an undisclosed nominal value and investors. Funds will be used to expand the impact to more mothers and children in order to combat child malnutrition in Indonesia.

This is the third fundraising obtained since it was founded in 2021. Previously, Little Joy received an injection of funds from several strategic investors, family funds and VCs. Also, supported by experience of having been a participant in two accelerator programs, namely Sequoia (changed name to Peak) Spark Batch 2 and Grab Velocity Batch 5.

Little Joy CEO Carina Lukito said that since its founding the company's focus has been firmly on fighting child malnutrition in Indonesia during the first 1000 days of critical growth and development.

"This 3rd round of funding represents our dedication to broader expansion, driven not by need, but by our deep-rooted commitment to creating a long-term impact on the lives of children and their mothers," he said in an official statement, Monday ( 30/10).

Indonesia is home to more than 31 million mothers and 15 million babies every year. However, there is still a gap in the prevalence of malnutrition, 1 in 3 children experience stunting and it causes 50% of deaths of children under 1 year old. Meanwhile, the average family in Indonesia has two to three children, so the potential to have a significant impact on the lives of Indonesian families is very large.

Little Joy not only wants to reduce the infant mortality rate due to malnutrition, but also wants to improve the quality of life by building a sustainable and connected technology-based ecosystem.

The company is supported by a dedicated team, consisting of pediatric nutritionists, paediatricians and industry experts, to offer a holistic product ecosystem and holistic community support to create a long-term impact in the lives of children and mothers.

The product developed is a loose powder that is rich in nutrients and can be mixed with food or water so that it is easy for children to consume. It is claimed that more than 1 million Little Joy products have been sold and have benefited 500 thousand mothers and children. All of its products are sold through marketplace platforms and in partnership with more than 1.000 offline retailers.

In addition, Little Joy creates community programs, such as Little Joy Edu, Little Joy Kitchen, and MomsJoy so that mothers can exchange insights, tips, access detailed product reviews, expert recommendations, and personalized guides. This community not only provides mothers with important knowledge, but is a forum for easing the heavy responsibilities of being a mother.

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*) We have added additional information regarding Little Joy's previous investors