Alpha JWC leads Filipino parenting e-commerce startup edamama’s US$20M Series A round

edamama, an e-commerce startup targetting millennial mothers in the Philippines, has announced a US$20 million Series A funding round led by Alpha JWC Ventures.

Existing investors, including Gentree Fund, Robinsons Retail Holdings, and Kickstart Ventures, joined the round. Temasek affiliate Innoven Capital, Foxmont Capital, and angel investor Lisa Gokongwei-Cheng also participated.

This capital will fuel the expansion of edamama’s operations, including same-day and next-day delivery solutions to more locations across Metro Manila and beyond. It will also enhance its content and community elements, launch its own offline stores and scale its private label portfolio.

Also Read: Innoven Capital backs Philippine e-commerce startup edamama

Launched in May 2020 by the husband-wife duo of Nishant D’Souza and Bela Gupta, edamama offers a personalised shopping experience through content, community, and commerce-driven strategies that simplify decision-making for parents.

The Series A funding comes on the back of the 100x growth the e-commerce firm achieved amidst the global pandemic. The startup claims it has delivered over 1.5 million products to Filipino doorsteps across the country, leveraging its embedded warehousing and logistics fleet.

The firm also runs an online gift registry, subscription services for everyday essentials, and an integrated portal for content and services.

Last October, edamama secured undisclosed debt funding from Innoven Capital. A few months earlier, it bagged US$5 million from a clutch of investors, including Gentree Fund, Robinsons Retail Holdings, Kickstart Ventures, Foxmont Capital and angels.

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