Searaya
Searaya: Optimizing Indonesia’s aquaculture future
Model
Services
Industry
Natural Resources
Stage
Design
Location
Indonesia
VentureGrade
41
out of 100
Searaya digitizes Indonesia’s aquaculture, connecting 1.7M fish farmers to smart technology, efficient markets, and financial services, unlocking massive untapped potential.
Elevator Pitch
Indonesia aquaculture industry faces significant inefficiencies in production and distribution. especially after e-fishery fiasco.
Small-scale fish farmers still struggle with:
Limited access to technology
Poor feeding practices (30-50% of production costs)
Market access challenges and price volatility
Limited access to working capital and insurance
Searaya offers an integrated technology platform that addresses the entire aquaculture value chain:
Data analytics for production management
Market access platform connecting farmers directly to buyers
Various services tailored for aquaculture producers
Founder (s)
Riki Amir Kusnadi
- Managing Partner at TDM Team, a boutique digital marketing agency based in Jakarta
- Decades experience in account management
Adipta Novamta Mahardika
- Experienced Regional Manager at eFishery
Demonstrated strategic leadership in expanding eFishery’s regional operations
Revenue Model
• Hardware Sales
• SaaS Subscriptions
• Marketplace Commissions
• Feed Distribution
• Data Monetization
• Value Added service ( Consulting, farm setup, training programs, and technical support)
Startup Journey
Searaya: Our Journey
As a retired executive turned into entrepreneur, I witnessed firsthand the struggles of Indonesian fish farmers fighting inefficiency and market volatility. My passion for sustainable aquaculture led me to create Searaya, bringing together technology and traditional farming.
Our team unites diverse expertise: Adipta is spend half decades on this Industry and mastering aqua culture supply chain and business while I am more into customer experience, digital marketing and business process improvement.
We’ve validated our concept through pilot assistance programs with 50+ farmers across West Java, demonstrating 30% feed cost reduction and 25% improved market access. Our assistance program has been deployed in 15 farms with promising early data.
Implementation began with targeted deployments in java regions, focusing on catfish and tilapia farmers. Our platform now connects these producers directly to buyers in urban.
Go-To-Market Plan
We’re targeting Java’s high-potential aquaculture zones with strong internet connectivity, focusing initially on catfish and tilapia farmers. Our customer acquisition strategy includes: Field Agents: Local representatives demonstrate our technology directly to farmers through hands-on workshops.
Strategic Partnerships: Collaborations with feed distributors, agricultural cooperatives, and fishery departments provide trusted access to farmer networks.
Sales Channels:
Direct sales for hardware deployment
Mobile app for software subscription
Agricultural supply stores as physical touchpoints
Government aquaculture programs for institutional reach
Our phased expansion begins in West Java, Central Java, and East Java before expanding to other regions, ensuring focused execution and measurable results.
Potential Exit
We anticipate acquisition by a strategic player in aquaculture, Agri-Tech, or embedded finance—such as Nutreco, CP Foods, or regional platforms like ternakin who seeking market access and digital capabilities in Indonesia. Our integrated tech, data, and financial ecosystem make us a strong target within 5–7 years.
VentureGrade℠
