When Aruna’s founders first met at the university, they wanted to find a way to use their studies in information technology to help their family members who run small fishing. Indonesia is one of the largest fishery producers in the world, but the industry is very fragmented. This means that fishing, especially small ones, deals with fluctuations in demand and price volatility. Aruna was created to bring them closer to customers like restaurants and exporters, the way farm-to-table startups assemble an agricultural supply chain.

Aruna today announced that it has raised Rs 35 million in Series A under the leadership of Process Ventures and East Ventures Growth Fund, including SIG. And partners, a.c. Ventures, M.D.I. And the return is with the participation of investors, including Vertex Ventures. Aruna says this is the largest investment to date in Indonesia’s agriculture and maritime sector.

The company works primarily with small fisheries (or boats with a capacity of about one to two metric tons) and focuses on sustainability, helping suppliers adhere to United Nations Goal 14. These include preventing overfishing, protecting coastal ecosystems and allowing small-scale fishing to gain more resources and access to markets.

Aruna was founded in 2016 by Farid Noufal Aslam, Indraka Fadh Dillah and Utari Octavinty, who was studying Information Technology Administration and Management at Telecom University. Fadh Dillah and Oct Katwanti came from families in the fishing industry, and all three wanted to be something that would solve some of the challenges they faced.

“This was the main idea, but the big thing we saw at the time was the advantage of Indonesia’s position as a large agricultural country with great potential in the seafood industry,” Aslam told TechCrunch.

Indonesia is the world’s second largest fishery producer, according to the World Bank. The sector generates about 1 4.1 billion in annual export earnings and supports more than one million jobs.

But Aruna’s founding team saw two major problems when analyzing coastal communities. The first was to enter the market and get reasonable prices for seafood. The other had access to working capital.

To address the first issue, Aruna was created to shorten the supply chain, which Aslam said could be six or seven levels between buyers such as fishing and restaurants, markets or exporters.

Buyers place purchase orders through the platform, which is then distributed to fishing communities that Aruna arranges to focus on special types of seafood. This helps them to predict demand, guarantee a return business and prevent overfishing.

Aruna also created a logistics network consisting of more than 45 collection sites or warehouses where seafood is delivered by fisheries for quality testing, processing and packaging. Aruna’s warehouses are a combination of facilities that it owns or runs with partners. Deliveries are made by third-party logistics providers.

The platform currently has about 20 product categories and will use its funds to further expand. Its products include high-value products such as lobsters, which are shipped by exporters to markets such as Malaysia, Singapore, China, Taiwan, Hong Kong, Canada and the United States.

One of Aruna’s main requirements for fishing on the platform is to stick to its stabilization process. According to the World Bank, the biggest issue in Indonesia’s fisheries is overfishing, which harms marine biodiversity. Aruna team members work with the fisheries to standardize their equipment so that they follow government rules and select locations that do not get much space.

By focusing on certain types of seafood in each, Aruna fishermen working with Aruna are more able to ensure the quality of their products and find out and manage price fluctuations.

Another problem Aruna is working on is lack of access to working capital. To help Aruna partner with collateral-free loans, financial institutions and fintech companies for low interest, equipment and other items required for their business. When an Aruna applies for a fishery loan, the platform is able to provide the transaction data collected on the platform for credit scoring.

The company also announced today that it has appointed Bodyman Goh as its president and Octavinty as its chief stability officer. Its funds will be used for data analytics and technological development, including IoT devices, to help expand quality to new areas of Indonesia.

With a large number of fisheries in the country, Aruna plans to focus on Indonesia for the near future.

“Currently we have 21,000 fishermen on the platform, although there are about 2.7 million fishermen in Indonesia, so there is plenty of room to grow,” Aslam said.

In a statement, Sachin Bhanot, Head of Investment Process Ventures, Southeast Asia, said, . Production, while supporting the livelihoods of local fishermen. “