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Selling Industrial Products Online, Ralali Gets Seed Funding From East Venture

Posted by & filed under Indonesia Startup, News.

Startup Indonesia - Ralali, a B2B E-commerce startup focuses on industrial supplies, MRO (Maintenance, Repair and Operational) equipment, tools and materials, raises seed funding from early stage venture fund East Ventures.

Today processes of industrial goods procurement are inefficient and broken.  Ralali was founded to solve this problem by providing complete and transparent product information, pricing, technical guide and post sales support. Their immediate addressable market are companies in the sectors like manufacturer, contractor, facility/building maintenance and automotive which is estimated over 500,000 businesses in Indonesia.

The idea of Ralali came from its founder’s own procurement experience, when he found out that it is so hard to find right information about tools and equipment that he wanted to purchase.

We are trying to simplify the procurement process by providing one stop shopping site on industrial tools and MRO product, because normally procurement is not from technical or engineering background”, said Joseph Aditya, the founder of Ralali who has been working as B2B industrial supplier since 2006.

Ralali was launched in July 2013 and has been growing rapidly with strong repeat orders from its customers. Ralali works with 80 brands to supply over 15 product categories from hardware tools, material handling, electrical, lighting, security equipment, navigation tools, test measurement, power tools, safety equipment, pneumatics & hydraulics, environmental equipment, lubricants, automotive equipment, machine tools and medical devices.

Apart from their online presence, Ralali have an offline store in the industrial equipment centre of Jakarta (Glodok) which make it easier for customer to pick up item, make payment and for vendors to show case their products.

Joseph Aditya explains why offline store is needed; “Our business differs from typical E-Commerce where customer’s order quantity and value are relatively small and the transactions are done through the websites. Our order value is much higher than average e-commerce basket size and customer trust is a big issue we need to address. We introduce order-and-pickup, where customer order via website and pickup/pay via offline store. It works pretty well.”

In addition to the website, customers can find info and tips on social media every day from their Facebook fan page ( ), Twitter @ralalicom, and also special engineering blog on