Pomona announced that it has completed Series A-2 fundraising from Ventech China recently.Pomona will utilize this investment to introduce new services, accelerate product development and hire new staff.

Founded in May 2016, Pomona is an Indonesian omni-channel marketing and sales solutions provider, dedicated to facilitating digital transformation in the global consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) industry. Pomona leverages consumer cashback options to facilitate brand-consumer engagement and promote sales conversion, while working directly with CPG and FMCG companies to help them tap into the Indonesian market—where private consumption makes up over 57% of the entire country’s GDP. Currently, there are over 50 leading global and local brands partnering directly with Pomona, including Unilever, Japfa, ABC President, Sosro, Frisian Flag, Sungai Budi and many more.

For consumers, Pomona offers cashback options for purchases, allowing customers to receive money back on qualified and promotional goods by uploading a proof of purchase photo through the Pomona app. This cashback mechanism incentivizes consumers to engage with brands, allowing companies to better understand local customer behavior and improve products and marketing efforts in line with customer feedback through the Pomona dashboard.

For brands, Pomona offers end-to-end solutions to meet a wide range of business needs. The company has developed a suite of analytical tools designed to promote consumer engagement, improve offline sales conversion and measure the effectiveness of marketing and advertising campaigns. Pomona also develops “white label” solutions for brands, allowing them to directly offer membership reward programs to consumers through a self-branded app powered by Pomona. The company generates revenue through subscription-based analytics and commission from receipts verified.

Pomona is led by co-founder and CEO Benz Budiman, who came up with the concept behind Pomona through his experience in the consumer-packaged goods sector as a way to more effectively engage with consumers as the majority of consumer and brand interactions occur through offline transactions. He is joined by co-founder and CTO Ari Suwendi, a seasoned software engineer with extensive experience in the US with companies like Shutterfly and Xerox.

With this round of financing, Pomona plans to develop and release new products and services to better address the needs of CPG and FMCG companies operating in Indonesia. In the future, Pomona plans to develop and introduce new analytical products and services to help brands better engage with consumers and measure outreach effectiveness. New products include tools for companies to improve supplier and retailer relationship management and improve business transparency.

Eric Huet, the managing partner of Ventech China, believes that the emergence of multi-dimensional digital marketing is an inevitable trend in the FMCG industry. Pomona is well-positioned to excel in this revolution due to its early involvement, coupled with a sustainable business model, and the privileged resources extended to it by strategic investors. Pomona will win its market and become one of the dominant players.