January 2, 2024

 

Indonesian startup expands into poultry downstream industry

Indonesian quick-commerce startup Dropezy has expanded its operations into the poultry downstream industry and rebranded itself as Sekilo, driven by a commitment to adapt to market demands and explore new opportunities in the meat processing and distribution sector, tnpglobal reported.

 

Founder Chandni Chainani explained the strategic shift, stating that profitability became a primary focus, leading the company to delve into data analysis and uncover vast potential within the protein category.

 

Recognising the significance of chicken as a dietary staple for over 270 million Indonesians, Sekilo aims to address challenges in the highly fragmented poultry supply chain for business-to-business (B2B) buyers. The company introduced a model that combines precision customisation, advanced processing, and seamless distribution to meet the demands of the vibrant Indonesian food service industry.

 

Sekilo acknowledges the nuanced demand in the food service sector and focuses on supply-demand matching. The company leverages data in decision-making, aiming to provide sustainable, high-quality poultry solutions that reshape the industry.

 

Despite the success of Dropezy, the decision to shut it down was calculated and data driven. Analysis revealed the potential within the protein category, focusing on low wastage, high shelf life, surging demand, and favourable profit margins.

 

While other players concentrate on the upstream, Sekilo aims to transform the traditionally fragmented downstream poultry sector. The company digitises the value chain and establishes a robust fulfilment infrastructure, offering a seamless experience for B2B buyers.

 

Sourcing poultry from across Java, Sekilo prioritizes uncompromised quality adhering to global standards, with a focus on Halal and NKF certifications. The company's unique strength lies in customisation, providing tailored solutions from sourcing to delivery, catering to diverse needs.

 

Co-Founder Nitish Chellaram emphasises Sekilo's deliberate focus on the downstream poultry value chain, enabling end-to-end control and in-house grading. This approach allows Sekilo to offer personalized products tailored to unique specifications, backed by strict adherence to SOPs for trust and reliability.

 

Sekilo extends its services to a diverse range of entities, including SMEs, HORECA chains, industry players, e-grocery startups, and direct-to-consumer (D2C) processed meat factories. The company is committed to inclusivity and actively explores opportunities for buy now, pay later options for SME buyers through strategic partnerships with third-party fintech platforms.

 

Chainani highlights Sekilo's lean yet dedicated team, emphasizing a positive profit contribution 3 (PC3) business model and growth without the need for large marketing budgets. The company's success is attributed to genuine efforts, word-of-mouth referrals, and a focus on addressing market needs without relying on discounts.

 

-      tnglobal