Gently Reportedly Receives IDR 39 Billion in Funding from Northstar, Accel, Init-6

Developer D2C startup personal care brands for babies and children has reportedly recorded initial funding. Based on data input to the regulator, as quoted from Alternative.pe, Northstar, Accel, Init-6, and two other investors were involved in this funding round worth $2,5 million or the equivalent of IDR 39 billion.

Previously, about two months ago, Northstar had confirmed this investment in Gently. Meanwhile, Init-6 has also announced its participation since March 2023.

This startup was founded by Nyoman Anjani (CEO) and Ramadhan Satrio Nugroho in early 2021. Nyoman is an MIT graduate majoring in Engineering & Management (S2) and ITB Mechanical Engineering (S1). Before focusing on Gently, he also worked at Unilever Indonesia as Country Manager for Digital Transformation & Sustainable; and founded the fashion product manufacturing startup Cloufa.

"We are motivated to build gently to help mothers build healthy and strong families by presenting products personal care which has a gentle, safe and efficacious formula, at an affordable price," Nyoman wrote as quoted on his official website.

There are a number of products currently being sold, such as: baby face cream, baby hair lotion, baby rash cream, calming baby cream, candlenut shampoo, massage oil, and several others. Sales channels also include channels online (website, marketplace) and shop offline. They also rely on the system reseller to increase sales traction.

According to Future Market Insight, the global personal care market size for babies will reach $6,08 billion in 2023 and will continue to grow to $8,71 billion in 2033. Meanwhile, from other data sources collected in The report of Statista, baby and children's product revenue is expected to reach $92,21 million this year.

Exponential growth will occur in the following years, after a decline in revenue during the Covid-19 pandemic in 2020.

Gently faced direct competition together brand a legacy that had previously been present for many years. However, the product market personal care Indeed, there is still an increase in dermatitis -- including for adult (female) products -- in many places brand only now is it gaining momentum in market acceptance.