PURA's Digital Platform Makes It Easy for People to Get Natural Food Ingredients

A healthy lifestyle continues to grow in the minds of today's society. Exercise and nutritional intake that enter the body are the two main variables in carrying out a healthy lifestyle. The last variable is relatively more difficult because quality natural food ingredients are not yet accessible.

This underlies the decision of Monica Liando and Johan S. Hermawan to establish Temple in 2017, a startup new retail which provides natural salt and seasoning products. Several years earlier, Monica herself had suffered from an illness that required her to consume natural foods. But at that time the availability of such food in Indonesia was still relatively rare.

"Through PURA, we want to be the answer to help people who prioritize a healthy lifestyle in finding natural brands that are reliable and quality," said Monica, who also plays the role of PURA's Marketing Strategist.

Reasons for choosing salt and seasoning

PURA is taken from the word "pure" which means pure. Monica reasoned, salt and seasoning are two things that cannot be replaced in every dish. No exception for healthy food products. The problem is that the stigma that healthy food products are never tasty enough is widespread in people's ears.

PURA wants to reverse that stigma without sacrificing the quality of its ingredients. In addition, this product is intended to help people make their own healthy dishes easily. Because not infrequently healthy and delicious food can only be eaten in restaurants.

The products sold include: food powder, food seasoning, to Himalayan salt. The composition of the product is said to contain no carbohydrates, fat, calories, or sugar.

Follow healthy lifestyle trends

PURA runs its business direct to consumers by utilizing sales channels E-commerce and distribution in a number of supermarkets in major cities in Indonesia. Those who are the target of PURA are people who are already aware of a healthy lifestyle.

Monica believes that PURA is increasingly relevant to the current situation because they are trending that way. This trend is not only happening in big countries, but also Indonesia. This matches data recorded by a number of institutions.

One indicator of this healthy lifestyle trend is the increasing number of farmers who manage organic farming and organic product outlets in supermarkets and restaurants. This was said directly by the Director of Export Development Cooperation of the Ministry of Trade, Marolop Nainggolan.

About competitions and challenges

This trend also means there is a growth in players of natural foodstuffs such as PURA. Faced with this, they are sure that they can come out as winners because their products follow food safety standards and are routinely tested in the laboratory.

Monica added that what distinguishes them from similar players is a strong education to consumers about the importance of healthy living, especially through food intake. "So we are also campaigning that being a buyer must also be critical so that they can find out for themselves whether a product is really healthy and of good quality," he added.

As a participant in the latest batch Gojek Xcelerate, PURA has homework to improve the use of technology. Monica said it would be resolved with digital marketing the strong one. "Because through digital marketing we can market to our target market anywhere and anytime."

Monica admits that after the accelerated program with Gojek yesterday they became more open with funding options. According to him, so far PURA has been operating with their own funds. They plan to carry out strategic cooperation and fundraising this year.

"Therefore, apart from focusing on digital marketing, we will also enlarge the distribution area to make it easier for our target market to reach," concluded Monica.