Baby Food Manufacturer Bubays Optimizes Technology for Delivery

Bubays is an online channel that sells complementary food products for breast milk (MPASI). The idea for business development arose when founder follow the program generator startupAntler in Singapore.

"We are looking for problems that are relevant to everyday life, namely as parents. We found the fact that there are still many Indonesian people, especially young mothers, who have difficulty giving MPASI. The success of giving MPASI is influenced by various factors; from parents' knowledge, type and quality of food, to the culture of eating," explained Bubays Co-Founder & CEO Muhammad Faiz Ghifari.

Bubays themselves focus on the type and quality of food, because they see that most baby food products on the market contain preservatives, are high in added sugar, even more sadly, there are baby foods on store shelves that are older than the baby itself.

"In addition, we see in Indonesia the level of stunting still high, almost 30%. This could be due to one of the reasons why nutrition is not optimal in the first 1000 days of a child's growth," he added.

One of Bubays' products is baby porridge with various basic ingredients, made with a variety of textures according to the age of the child. They also ensure that every production process is closely monitored by nutritionists. The procedure is also ensured to be safe and hygienic.

"We deliver ready-to-eat and fresh complementary foods. Our nutritionists also ensure that the products received are in accordance with the baby's needs," continued Faiz.

Besides Faiz, also became co-founder is Ifatul Khasanah. Faiz has an educational background and career in engineering and marketing. While Ifatul is a food scientist which focuses on nutritional issues and child development. To accelerate business, Bubays has also booked pre-seed funding from Antler worth 1,5 billion Rupiah.

Currently, the scope of Bubays' market share is around Jabodetabek. At least now there are about 100 customers. However, they are quite optimistic that their customers will continue to grow. According to BKKBN data, at least 4,8 million babies are born every year in Indonesia. The millennial trend, which is closely related to busyness and high mobility, is also an important point that the Bubays team considers to market their products -- they need instant solutions for nutritious food for their babies.

In Indonesia, it is quite easy to find SME players who make nutritional food products for babies, from the level of small sellers to product manufacturers with brand certain. Some of them also sell their wares through online channels, such as social media and online marketplace. The ease of ordering is now a plus point that Bubays is trying to present.