Ula: Why Jeff Bezos is betting on this Indonesian e-commerce start-up

Indonesian e-commerce start-up Ula is a wholesale marketplace aiming to modernize the country's millions of mom-and-pop kiosks, or warungs, by providing inventory and delivery services as well as financing.
Founded in January 2020 by CEO Nipun Mehra, the company has thrived under a pandemic-induced shift to digital, so far raising over $117 million in funding from big names like Tencent and Lightspeed Venture Partners.
One among them is Bezos Expeditions, whose billionaire owner was told about Ula by one of the start-up's early backers.
In a region where Amazon has limited presence, Jeff Bezos's investment of an undisclosed sum through his family office can be seen as a vote of confidence.
"If you'd have asked me at that time that there would be a day, you know, 15 years later, where this moment would come, I would have probably been like it's a dream," Mehra, a former Amazon employee, told CNBC Make It.
Watch the video above to find out how a former Amazon software engineer and his co-founders are reinventing e-commerce for a new market, and securing serious funding as they go.
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[@ikhsanrobbani9479]

It is good to see lot investors support Indonesia start up. They are really understand the opportunity. I hope my country will give the best thing to the people worldwide.

[@tnganthavee100]

Hopefully this will attract young, and highly talented Indonesians back to their home country and help bring new ideas and work systems that will benefit both overseas and local talents. I also hope to see this in Thailand too

[@satoshinakamoto7253]

Its because he has unlimited money. If it succeeds great, if not then whatever

[@surgamudah]

Thanx very much for your support. Btw, in indonesia, there is no profitable start up currently. They just burn, burn , and burn investor's money. Because people in this nation, doesn't care about quality, or the wealth of employee of the e commerce. They just want cheap, cheap, and cheap. Even if we can use the product (non food) just for a week. They will buy it.

[@mugiwarateach8728]

@@surgamudah not 100% true. May i know the survey about this please 😉

[@michaelkato8999]

@@mugiwarateach8728 how many Japanese manga pirated by Indonesian ? how many softwares pirated by Indonesian. There will be a time that developer nor creator have enough with this pirate culture

[@FawwazSyarif]

Indonesia already have similar Startups such as Warung Pintar and Mitra Bukalapak. It'll be interesting to see these techy warung's distributors to compete

[@satoshinakamoto7253]

Its because he has unlimited money. If it succeeds great, if not then whatever

[@prhasn]

I think Bukalapak seem to be more "Indonesian-friendly", while this seems to have a capitalist view on things. Hopefully, they can change for the better and truly help people.

[@FinancialShinanigan]

Money goes where more money will grow.

[@alparslankorkmaz2964]

exactly

[@souljaunt3291]

Yasss!

[@satoshinakamoto7253]

Its because he has unlimited money. If it succeeds great, if not then whatever

[@ranggiarohmansani]

This video feels like hard selling, especially with all provided footage, as Indonesian never heard them before, and their solution is nothing new in Indonesian market, eg.Grab Mart/Go Mart/Buka Warung.

[@kudajingkrak4919]

kyanya mereka ini target nya warung grosir. Klo ga salah bukalapak juga ada ya layanan begitu?!

[@CikenstripDesk]

can't agree more 👍🏻, this is nothing new and just a hard selling of a belated startup

[@tokoonline530]

Namanya juga dagang

[@ChristianYoga]

@@kudajingkrak4919 Iya, ini beda dari Grab Mart dkk. Nggak nyambung kalau dijadikan komparasi.

[@VEVOJavier]

Mereka memang targetnya bukan melayani konsumen akhir tapi penjual... segmen beda bos

[@dsulyatacademy2352]

Just because a popular billionaire has invested in a business, does not guarantee the success of a business.. E-commerce in Indonesia has been and will always be a red ocean. It's bloody. Ula has to compete with gigantic players like Tokopedia( a local pioneer that has joined alliance with Gojek, a decacorn), Bukalapak another local pioneer who has just gone IPO with Mitra Bukalapak concept, not to mention Shopee - Singaporean giant is also playing there. It's tough man. Even if Ula manages to keep growing, and get a share of the final market pie, it's gonna be small. So small..

[@jcetan4508]

Yes, especially it's hard to compete against GOTO, they got everything.

[@harukrentz435]

Well lets see it on the bright side nobody completely monopolized e-commerce in Indonesia unlike USA (amazon) or China (Alibaba)

[@HarpaxA]

True, how many marketplace has been practically wiped out in Indonesia due to fierce competition. I would really see if Amazon enter the market themselves.

[@dramas9509]

True, only indonesian that know what indonesian want, uber and 7 11 got wiped out by local competitor

[@HarpaxA]

@@dramas9509 Uber in South Asia technically got bought by Grab (Malay based, then moved to Sgpore)

[@reefighter]

Never heard of ula. Never seen any warung nearby using this app too

[@lifextech]

Kynya dia promosi 😅😅😅

[@chaturanga9837]

What? is he Indian? Keep growing brothers and sisters of Indonesia love from India 🇮🇳♥️🇮🇩

[@JasonNathanael]

Love their vision. But their numbers are so far behind Mitra Bukalapak...

[@zionmatrix8200]

As d people who r staying in indo , we dont know theres ula , its not well known yet

[@choirulfanani3249]

Betul sekali

[@kidfrank6549]

Kayak nya iklan nih

[@garigari5047]

Knp CEOnya org India ya, dan staff yg mengoperasikan jg banyakan India bukan Indonesia? Kalau org lokal kan lebih tau situasi marketnya ketimbang org luar.

[@westernarmy]

Welcome Investor In Our country😁😁 ✌

[@andriematondang5300]

Amazing! Indonesia has myriad potentials... New gold in the south east asia

[@blumoi]

As an Indonesian. I think their ideas would be better if they provide raw food products such as peeled and cut vegetables (carrots), I'm often lazy to cut vegetables in the morning, but I don't like shopping for ready-made food at restaurants or places to eat because of too much Salt, Msg and Sugar is not good for long term health. I hope they can provide fresh fish without scales and gills, and fresh cut vegetables (Not Frozen), which are managed by small home businesses, to create jobs and local employment opportunities. I like to prepare food in the morning for breakfast and lunch box for the office, but lazy to cut and peel vegetables.

[@DecodeUniverse]

I think so.. . 😱😍

[@miaomiaopo]

Up

[@user-hi9gl6ud2o]

there's indonesian start up. called kulina. they have exist more than 2 years ago.

[@miaomiaopo]

@@user-hi9gl6ud2o thank u for ur information 😉

[@aviandranurdeaputri4929]

setuju ini

[@andriardian5884]

sudah banyak yang mau masuk ke sektor ini jaringan kerajaan warung kelontong, Bukalapak dengan buka warung, Tokopedia juga pernah masuk, Sampoerna dengan SRC, Gudang garam dengan GGSP. ula mencoba masuk untuk memperpendek rantai distribusi retail kelontong. tapi ula lupa, pemilik warung kelontong adalah individu bebas yang menjadikan harga sebagai basic utama. selama anda masuk dan harga paling murah pasti diambil sama pengelola warung. selisih Rp100 aja sangat berarti. hal lain yang fundamental adalah ketersediaan barang. problem terbesar para founder ula adalah: mereka tidak pernah belanja di warung kelontong. saya akui jika bisa mengalahkan jaringan kelontong madura, kalian hebat. lawan kalian itu di jalanan, di lapangan, memiliki jaringan rantai distribusi yang kokoh dan kuat. dear founder, mulailah dengan belanja di warung kelontong bukan di minimarket,

[@tokoonline530]

Setuju

[@nicholasnurimanjayabuana6134]

transaksi belanja di warung kelontongan kebanyakan hanya untuk pembelian rokok dan daily groceries. rantai pasoknya udah dikuasai jaringan cigarettes producer & consumer goods

[@SoftOneS]

ULA is still small compared to MitraBukalapak with more than 8 milions small business partner

[@franchocou]

Itu yang dicari investor, buat digoreng. Mumpung murah

[@Mirsab]

But definitely an easier name than mitrabukalapak.

[@noefvon]

@@Mirsab yaudah singkat aja mbl.. beres -_-

[@ariarivendelchannel]

@@noefvon still not a catchy name

[@mariaannainditahernawati7132]

karena amazon blm masuk asean kali ya jadi sebenarnya dari data dr ula bisa membantu amazon utk lbh fokus ke produk atau service bandingkan dengan amazon india yg sdh besar

[@SunnyMaroju]

It's a Indonesia version of udaan

[@alparslankorkmaz2964]

Nice video.

[@darwinprayoga]

so proud we growth

[@bimoyono]

There are some similiar start up doing this businees..warung pintar is one if them owned by sirclo

[@muh.sabiansyahra1519]

It's a surprising and interesting move from him, what an achievement by ula

[@shrtsmaster]

Again a Indian making efforts to make it big. Kudos to you.!

[@satoshinakamoto7253]

Its because he has unlimited money. If it succeeds great, if not then whatever

[@fawziaul]

but Indonesia already have like ula, like mitra bukalapak etc

[@jimmihendrixhendrix9575]

Good job

[@alexanderfoelkel8316]

R.I.P ULA

[@rimaskautsar4058]

Those guys are think big, nice, I hope it will success

[@bingo5229]

Let's see how it's becomes

[@DevoSatria]

Aplikasi nya belum running, masa lokasi tangerang gak available, banyak banget startup beginian jaman sekarang. Harga lebih mahal dari pada normal

[@arieframadhan8812]

Ini emang menggiurkan di awal, dikasih pinjaman. Tapi belum mikir bunga kedepannya, disaat dagangan ga laku, atau ga sesuai target.

[@indigodream3602]

As Indonesian, Before ula did this I already did the B to B for UMKM since 6 years ago. this is nothing special honestly

[@tokoonline530]

Bedanya lu gak pake investor luar negeri makanya gak dipublish

[@dadanramadan376]

bedanya lu kaga ada duid

[@satoshinakamoto7253]

Its because he has unlimited money. If it succeeds great, if not then whatever

[@user-wh6ki2oj3l]

@@satoshinakamoto7253 no one has unlimited money, literally

[@fawziaul]

yapp

[@JaenTv23]

Hopefully Indonesians can get rich like Jeff B

[@rendyazha4315]

Just Make "Amazon Indonesia"

[@SenorJapones]

What the hell is ULA, I can assure that almost nobody know that apps. Cmon man 😆

[@daf676]

never heard of them before

[@AJAYSWAN]

is cnbc accept this kind marketing content? i never heard ULA i'am indonesian

[@wellyatomy9472]

Nice

[@FawwazSyarif]

Any reason behind the name "Ula"? Ula in javanese means snake & Ula(h) in sundanese means no. A catchy name for sure, but a bad name considering their target is rural people.

[@srirajnair2594]

The only thing I can think of is a one of the best startup now a million dollar company OLA , where the name is inspired from

[@hrithiktrikha875]

@@srirajnair2594 lol ola is a 10 billion dollar company not a million dollar company Ula is not gonna be even 1/5th of ola

[@abundances7735]

Ula artinya Untung Lancar Aman, mas, in sundanese bkn ula, tapi ulah (jangan), dan jangan in Javanese artinya lauk/sayur, , in bahasa Indonesia ulah artinya tingkah 😆, muter2 kan, lbh puyeng lagi pedes in Sundanese lada, dan lada in sundanese pedas, 😄😆😆 mumet ora sampeyan, aink oge anu sundanese rieut 😁

[@satoshinakamoto7253]

Its because he has unlimited money. If it succeeds great, if not then whatever

[@asianbatman6887]

small buisness in indonesia, is verystrong trust me if this boom this gonna be a mega start up

[@amjds1341]

Lol Jeff bezos invested and they are excited about it. Knowing that he is the biggest competitor in the world

[@its_me7363]

Ula Startup = Udaan Startup (in India)

[@mangalpawar7652]

😂

[@fajar-1974]

Ula = Snake (in Javanese)

[@mariaannainditahernawati7132]

udan in javanese = rain

[@nalinsav]

In what indian languages does Ula mean udan bro ?

[@its_me7363]

@@nalinsav I was saying w.r.t business model, not meaning of word

[@anuragsharma2737]

Its Udaan of Indonesia

[@adityaindra418]

Not indonesian founder, indonesian never heard it, offering nothing new on indonesia market. Bezos....why?

[@mimimada734]

Bezos just gabut, I think

[@stephaniehale946]

*No wonder Indians are at the helm of the startups in other countries. Not only the startup ecosystem is growing in India, 30+ unicorns in 2021 alone, but they are building companies in other countries as well. That explains why Indians manage some of the global and large companies in the world. A recent addition is the CEO of Barclays, one of the largest British banks in the world.*

[@osmanbey8796]

@@nur-azhar If India can solve its internal ethnic & religious conflicts, as well as deal with the extreme poverty like the slums, it can genuinely become a great power. But until then, India will just continue to produce geniuses but never gain the global prestige of a power.

[@Aj-tu4gv]

@@osmanbey8796 bingo. Solve these issues and pollution. And India 🇮🇳 superpower.

[@montyi8]

@@nur-azhar Failed state Pakistan Muzi

[@montyi8]

@@nur-azhar hello

[@quockwalker7335]

dude india has a lot of talented individuals

[@harukrentz435]

As an Indonesian ive never Ula before. Also the CEO is an Indian?

[@stephaniehale946]

Because it's mainly B2B. So, it is possible that as an individual consumer you might not have heard about it. And yes, the CEO is Indian. A lot of the CEOs of some of the large and global companies of the world are Indians, including some of the startups in Indonesia.

[@jaymahakaal5354]

Lol we Indians are everywhere...😂😂 Love from India🇮🇳🤗❣️

[@GadderInd]

It is called Diam Tak Bergerak, Bergelak Menjadi Start-up. Ula's CEO is Indian, coz He had an Idea then He invited his three Indonesian friends to establish a startup

[@koshurkot3892]

Soon your president will also be Indian, don't worry

[@rkustanto]

Just found out this video, never heard this company before

[@GierlangBhaktiPutra]

I guess this is an advertorial, not a news coverage.

[@asusamjad]

ya so suspicious because lots talk about them

[@abundances7735]

Ula Untung Lancar Aman👍👍

[@kyutiana2419]

Semoga Indonesia semakin maju ❤️

[@kaumdunia_hawa5496]

For Character and Attitude

[@OktavianiFriska]

Berharap

[@koshurkot3892]

Only after WNA kick you out

[@stupendouslife8128]

ULA bring to your country this idea, like Amazon uses diesel vans (flex) moving to electric ones (Rivian) you can also moves all those enormous amounts of gasoline scooters to electric ones, making huge changes to the daily living of your compatriots, less noise and gas pollution, plus cheaper way to transport goods and people around the cities and small towns 👍😀

[@alokdas6080]

I hope Amazon don't armtwist them later......like "Future Retail" in India...

[@arsyapermana1]

So this is real startup lol, yesterday my local grocery shop owner was talking with a bunch of guy wearing ula shirt, i thought they're scammer trying to scam him Very bad name choice and no advertising

[@harukrentz435]

Lol true never heard before..

[@happyface96]

That's definitely something they should work on. Reaching to the outer provinces and actually gaining the trust of local warungs.

[@fajar-1974]

Yes, very bad name. In javanese language, ula means a snake. It will bite you.. 😀

[@donnyyordan8770]

never heard of it

[@3089280288]

So he's a food distributer

[@saulgoodman2018]

How long would it be before Bezos buys it?

[@venstomon931]

Isn't Reliance of India planning something on these lines?

[@sarminilidya9245]

Im indonesian ihave never heard of this app in my place

[@koshurkot3892]

You'll soon hear, keep your eyes open you lazy people

[@sarminilidya9245]

@@koshurkot3892 you will.... thats the keyword. This stuuppiid app not even in the top 100 most popular app. Lmao😂😂 Sorry i.diiot

[@koshurkot3892]

@@sarminilidya9245 it'll soon be number one. Just check top richest Indonesian people, you'll find Indian there.

[@koshurkot3892]

@@sarminilidya9245 it's a new app, it soon will rule

[@jameslatief1]

So what problem is really being solved here and is it even a problem that wants to be solved by the warungs?

[@sumerorr]

Isn't amezon copying reliance model in Indonesia

[@Trilok_world]

Maybe bro

[@jontotheworld8]

This will also work in the Philippines. ;) I hope you could expand here in the future.

[@zayn031]

manila is the most - dense populated city, they coul afford 1 building for office investment and still collecting large amount of profit. greetings from fellow ASEAN, Indonesia

[@satoshinakamoto7253]

Its because he has unlimited money. If it succeeds great, if not then whatever

[@fiki2501]

Mantap 😊

[@TapalKuda]

I mean who is this Indian guy? The founder? I never heard of him before In the startup local scene... Is he actually an Indonesian citizen? Or simply an Indian guy moving from Mumbai to Indonesia, invested some money here building tech company then he is so well connected with V.I.P like jeff Bezos to funded his tech startup! Well sorry for being a party pooper, it did not end well for Indian startup, for instance there was one call = Zomato ! I'm just making an example here not to bash or anything

[@sidjain999]

What’s your issue with an Indian investing in Indonesia , actually that’s how the nature of start ups is , they try to do something which might or might not be present in the markets and in the process a lot of them fail , mind you running a business in a price conscious markets like India or Indonesia isn’t easy , and if Indians have entrepreneurial spirit to test the waters of other markets what’s your issue then ?

[@fendy0123]

I hate that it is actually non-Indonesian that notice this opportunity. And that it might worked

[@kosakata8632]

"Buy now pay later" He just copy what indonesian's distributor did, but i doubt it will work But i think it's good because we need more competitor to make system more efficient

[@marcusboys]

Every one might see this opportunity but not every one for sure has ability with tech supports as well origin funding sources

[@PissMenn]

Probably like the J&T a fast growing delivery company and the owner are foreigner too , a Chinese.

[@step3293]

This guy worked for India's most successful start-up. So he knows about market cause India and Indonesia both are developing country.

[@GadderInd]

Ula's CEO is Indian, coz He had an Idea then He invited his three Indonesian friends to establish a startup

[@oestadzah]

I just knew ula since jeff invested his money to them Prior to that investement, I never heard ULA at all

[@defiance1]

I think India needs this way more. Support their people!!!

[@garigari5047]

Yes! Should have started this in India!

[@sidjain999]

We already have this in India , so not a new thing really

[@amit9023]

@@garigari5047 there r many starts up in Indonesia by Indians or Indian origin people..so relax ..even Go jek R and E technology is in India..all IT people head is Indian.. 🙄 so relax India is for world not for Indians only ..

[@kristianoleg7113]

Nothing new about this In Indonesia. I live in Indonesia for 5 years and never heard anything about this startup. It's just a hard selling.

[@jacobzaranyika9334]

Interesting thumbnail image

[@alfaomega25]

make amazon can shipping direct to Indonesian

[@alfaomega25]

besides alibaba ant other e commerce i thought

[@kaumdunia_hawa5496]

I love you Jeff

[@supertuyul6920]

Very bad name choise, cuz ULA in javanese mean SNAKE 😂

[@leechenshuo7556]

Ular maybe?

[@supertuyul6920]

@@leechenshuo7556 Ular in Bahasa

[@keavzmoezx344]

It will not easy Ferguso.

[@kaumdunia_hawa5496]

Ferguso are Soo exist

[@igedearysandyputra1571]

Thank you Ula for making Indonesia Economic growth!

[@farazkhan-fn5cf]

Hi is smart guy

[@braham_1137]

Jeff you bought the wrong e commerce

[@tiffanying8644]

Isnt this what bukalapak is doing?

[@hritikkumar9926]

As an indian who loves indonesia especially its people, im glad to see my fellow indian contributing to the Indonesian society they deserve it. Jai Indonesia Jai Hindh

[@harshdhoka]

This guy is a indian origin. It will be surely successful. Coz indian guy is CEO.

[@aflah8890]

No

[@bluemystic5980]

Indians wule the world everywhere

[@crazydrifter13]

Wth you guys ..our culture teaches to be humble but seems like you are detached from it quite a bit. (Im Indian too)

[@joMan1060]

haha no, Ula still small compare to another startups in Indo

[@mimimada734]

No, it's not going work at all

[@El-Ge]

Ula. Just heard it. Btw, is the founder an Indian citizen (WNA) or an Indonesian (WNI)?

[@bramantawisnu]

it's not betting, it just small piece of his net worth or amazon cash in hand.

[@ytgudangKonten]

Thanks from Indonesian

[@SuperVerry]

I'm from Indonesia, " it Will not work." . We have so many cheap, modern pop shop " Indomaret, Alfamart, alfamidi. In every street corner.

[@souljaunt3291]

I'm sure he did his research well enough.

[@celestynostrowski5095]

Those are not their competitors. as long as local market exist in Indonesia, then there will always be a chance for them or any startups. From this video ther target market is small kiosk in traditional "pasar"

[@Leon-dx4jc]

emang ula jualan barang atau makanan seperti indomaret? 😂

[@dramas9509]

@@Leon-dx4jc indomaret ada indomarco, mereka udah distribusi barang ke warung puluhan tahun, jangan lupa wings dll. Kalo e commerce udah ada SRC milik gudang garam, mitrabukalapak, mitra tokped dll. Hanya mimpi kalo mau bersaing dengan mereka kecuali ULA produksi dan distribusi barangnya sendiri seperti wings

[@sidjain999]

I really don’t know why Indonesians have problems if the CEO is an Indian , I think they are forgetting that other co founders or partners are Indonesians as well

[@ra6160]

We dont know ula

[@rendyazha4315]

Ula? Not hear before

[@Mohammadparvazi]

Feature digikala

[@AshiraniM]

Why are all the solo shots of the reporter not focused... it'd driving me crazy🤯

[@alfaomega25]

my idea is what

[@_oceanman]

And now they've closed shop. U should do a piece on why is this?

[@disinikubahagia]

Me, an Indonesian, Ula? Never heard of it. And why ula? Snake?

[@fahrizalnaufaturrohmanabra8292]

CNBC bantu promote nih

[@solarischronos784]

Jeff invested in it only because the founders were alumni of Amazon which meant it would be easier to work together in terms of their culture and business practices.

[@IDIOMRADIO]

So he invested into his competitor?

[@mujahidkeyboard8007]

Unfortunately Indonesia have so many ormas which are asking money from the small seller

[@kanekiken2002]

So it's just copy of Udaan.

[@merosk8071]

Wasnt this the same model that runs alibaba? Nice copy pasta

[@user-gc1hg9sp9k]

their business model are just the same as our local startup like bukalapak

[@kyutiana2419]

Njir dibilang copy paste LOL

[@abcdefgh-rq3gq]

Do not underestimate the power of copy pasta. It could potentially make you a billionaire one day.

[@stevesalvant80]

@@abcdefgh-rq3gq 🤫

[@asan21able]

I like pasta. Haha

[@darklifesecrets2113]

It is like meesho my friends

[@AdityaSingh-oe7bz]

No....it's more like udaan

[@darklifesecrets2113]

@@AdityaSingh-oe7bz yupp

[@anshumanjaiswal133]

Is company ka bhi owner indian😂

[@codylim1]

Finished watching 7:43

[@alfandeng2075]

This is more like a local mini Alibaba

[@kutualay]

gila banget 😧😧😧

[@marcusboys]

Yeah keep burning your money, it is here as heaven to it. When all your aim is to creating your own payment gateway and controlling distributions 😃. One morething, be hurry in creating your own e-wallet otherwise you have to pardon existing ones offer for yours.

[@azizrahman9496]

Jeff is backing it because he's put money in it. .

[@theabhishekmondal]

🇮🇳🇮🇳🇮🇳 *Indian founders are building billions of dollar start-ups in south East Asia..* Ex= Zillingo, ula

[@zakariamattu8613]

They should do that in their own country

[@chaturanga9837]

@@zakariamattu8613 brother you seem jealous or concern don't know it's there choice India has unlimited talent but they didn't get opportunity in there country, now it is changing 40+ unicorns within a year in India imagine, India is growing and helping others to grow as well, you can see startups of Indians in Singapore, south africa, dubai, USA is dominated by Indians only,etc.

[@zakariamattu8613]

@Voltar444 Starman445 spot on unlike Indians are happy to west coolies

[@BarNyar-ih2km]

Batam Emigration in Indonesia is Alot of Bad behavior & problem One Man = $ 100 to 200 Please help a weak person

[@meong9078]

i never heard ula before lol i am indonesian