Indonesian e-commerce platform promises privacy when buying condoms

We live in an Asian society where the topic of sex is still a little sensitive.

Understanding this mentality, a former Lazada executives decided to launch AsmaraKu (which means my love), an e-commerce site which offers customers wellness products along with products for the bedroom.

In an exclusive interview to Jakarta Post, Grace Natalia former head of marketplace in Lazada Indonesia, and current CEO and co-founder of the website, said the idea stemmed when she was buying condoms for her bride-to-be friends in a drugstore. The awkward situation triggered the idea of creating a platform with privacy.

And she kept true to this. A quick check by Marketing showed that on the website itself, she promised patrons that, “Only God, we and you know your order, guaranteed.”

Natalia also collaborated with William Tunggaldjaja, the former country manager of Path in Indonesia, to build the platform, which, is funded by Alpha JWC Ventures and IMJ Investment Partners. He was also previously VP at Lazada Indonesia

According to the Jakarta Post article, the platform's target customer range between the age of  20-30s. While 55% of them are male, 40% of the customers reside in Greater Jakarta.

With Indonesia being a Muslim nation, the company also hopes to expand into the halal category. She told the Jakarta post that many of the products are currently halal certified but they don't place their branding on the products.