The Indonesian mom and baby care space does not get this kind of attention often.
Gently, a brand founded in 2021 by Ramadhan Satrio and Nyoman Anjani, closed a seed round of up to $3 million co-led by Northstar and Accel, two of the most active venture capital firms in Southeast Asia.
The funding is notable. But so is the founding story. Anjani spent years at Unilever as Country Manager for Digital Transformation and Sustainability, the kind of institutional knowledge that is rare in a founder building a consumer brand from scratch. Before this seed round, Gently had already raised a pre-seed from Init 6 in early 2023. The team has been moving quietly and consistently.
The broader bet makes sense. Indonesian parents are getting more intentional. They read ingredient labels. They ask harder questions. They want products that were built for them, not adapted from somewhere else. Baby care in Indonesia is still largely dominated by legacy mass-market brands. There is real space for brands that take science seriously and speak to modern parents on their terms.
Northstar and Accel seem to agree.
DealStreetAsia covered the full story here.
