DTAG 1 TT RTAG 1 TTIt’s been a dicey past few years for ATAG 1 TTHappyFresh, the startup seeking to bring Instacart-like grocery deliveries to Southeast Asia. It has been through a series of rebuilding bars, but there’s light-colored at the end of the tunnel after it announced a $20 million Serials C.

RTAG 2 TTATAG 2 TTLaunched in 2015, ATAG 3 TTHappyFresh rapidly conjured $12 million to expand its vision of digital bringings across Southeast Asia. In late 2016, however, the tough financials of its business ensure ATAG 4 TTit pull out of two sells, as it conjured an undisclosed Series B. ATAG 5 TTIt then started 2017 with a new CEO and an effort to become financially sustainable.

RTAG 3 TTToday, the service is active in Indonesia, Thailand and Malaysia, where it works with supermarkets and other retailers to let patrons guild groceries online. Same-day delivery is provided by HappyFresh staff — the specific objectives is a one-hour window and the process is handled via its internet site and portable apps.

RTAG 4 TTHappyFresh has been pretty quiet of late but today it piped up to disclose its Series C, which is led by the Mirae Asset-Naver Asia Growth Fund — a seam fund between South Korean fiscal conglomerate Mirae and Line parent Naver — with participation from ATAG 6 TTLine Ventures, Singha Ventures from Thailand and Grab Ventures, the financing limb of ride-hailing monstrous Grab. Other investors include ATAG 7 TTSamena Capital from the Middle East, Vertex Ventures, Sinar Mas Digital Ventures( SMDV ), 500 Startups and BeeNext.

RTAG 5 TTGrab’s asset came last year — after ATAG 8 TTHappyFresh connected as its inaugural platform partner — and HappyFresh CEO Guillem Segarra said the company decided to” opportunistically leant a round together” since it had interest from others.

RTAG 6 TT” Our image has always been to be in every single household in Southeast Asia and to democratize grocery transmission ,” Segarra told TechCrunch in an interrogation.” I believe that over the next five years, the grocery manufacture will change more than the last 50 and that’s driven by data and e-commerce .”

RTAG 7 TTSpecifically, he said that the company plans to use the brand-new capital to double down on technology, which includes increased personalization for customers “whether theyre” store, as well as more efficient logistics. Segarra likewise discovered there are plans to kick back into stretch mode, albeit in a different way to how HappyFresh propelled brand-new groceries in the past.

RTAG 8 TT” When we look at expansion, we’re going to be very careful and go to those cities where we feel there’s a long-term profitability path[ while we are also] making sure that before we go there we understand the lust for our services ,” he explained.

RTAG 9 TT” Now it’s a unusually market-driven approach[ to stretch] rather than to only articulate a pennant on the planned … you’ll see small-time rollouts into groceries that make sense, we’re not in a rush ,” he added.

RTAG 10 TTIndeed, Segarra claimed that the company is already productive in the markets in which it controls. Aside from initial cost-cutting, Segarra explained that the new focus on sustainability has come from focusing not only on engineering and the retailers that HappyFresh works with, but too front-end partners, like Grab, that help create demand for its service among consumers.

RTAG 11 TT” We learned a good deal[ from the past retrenchment and] for the last two years we focused on our core sells. You have to have the right mount of partners, that’s from supermarkets to the top funnel that brought you traffic. We believe we have the right gave of partners at the top of the funnel[ and the authorities concerned will] go to new marketplaces when we have enough firepower for the long run ,” he explained.

RTAG 12 TTHappyFresh’s funding comes at a time of crisis for its nearest competitor HonestBee. ATAG 9 TTTech in Asia reports that the startup has ” temporarily suspended” its Philippines business and uttered layoffs in “the two countries “, as well as Indonesia and Thailand. In total, the startup is said to have laid off 50 -7 0 of its reckoned 1,000 works while top executives have discontinue the company in recent months.

RTAG 13 TTUnlike HappyFresh, HonestBee is active across eight countries and has expanded to takeout meat. The busines also has ATAG 10 TTa physical accumulate located in Singapore that’s inspired by the efforts of Alibaba and JD.com in China.

RTAG 14 TT Note 23:00 04/21: The original edition of this story has been updated to correct that HappyFresh is active in Malaysia not the Philippines .