East Ventures Backs Praktis to Revolutionize the D2C Supply Chain Landscape

The Direct-to-Consumer (D2C) revolution is in full swing, but behind the glossy Instagram ads and sleek packaging of local brands lies a complex, often chaotic world of logistics and procurement. For many Indonesian entrepreneurs, the dream of scaling a brand often hits a wall when faced with the nightmare of supply chain management. This is where Praktis (formerly known as PTS.sc) steps in, and investors are clearly paying attention.

Praktis recently announced that it has successfully secured a Pre-Series A funding round with an undisclosed valuation. This strategic injection was led by the heavyweight venture capital firm East Ventures, with participation from the renowned Triputra Group. The fresh capital is earmarked for a significant scaling phase, focusing on technological enhancements, aggressive talent acquisition, and a broader product suite designed to streamline how local brands operate.

The Minds Behind the Mission

Founded in 2017, the startup was born from the collective expertise of Adrian Gilrandy, Dipta Imanto, and Mohamad Fahrul. The founding team brings a potent mix of strategic management and creative industry savvy. Dipta and Adrian’s paths crossed during their time at Triputra Group, where they honed their skills in operations across diverse sectors like manufacturing, logistics, and agriculture. They teamed up with Fahrul, a creative entrepreneur who was already deeply embedded in the local footwear industry.

This trio shared a common observation: while local MSME brands were brilliant at creation and marketing, they were struggling to survive the operational grind. Managing day-to-day logistics while trying to scale a business is a recipe for burnout. Praktis was built to handle that heavy lifting, allowing brand owners to focus on their core competency: building their brand.

A Tech-Driven Approach to Efficiency

What makes Praktis a game-changer is its end-to-end visibility. The platform isn't just a dashboard; it’s a command center for the entire supply chain. By integrating production planning and inventory control, brands can optimize their costs and avoid the common pitfalls of overstocking or stockouts. The startup’s ecosystem covers several critical pillars of the business lifecycle.

First, there is procurement and production. Through Praktis, brands gain access to a vast network of vetted suppliers to develop and manufacture their products. Second, the platform offers automated logistics and fulfillment services, ensuring that the journey from the factory to the customer's doorstep is seamless. Furthermore, their sophisticated order management system uses accurate data and demand predictions to guide brands toward the right sales channels. To top it off, they even provide access to working capital financing, which is often the biggest hurdle for growing MSMEs.

Impressive Growth in a Booming Market

The timing for Praktis couldn't be better. Projections for 2025 suggest that Indonesia’s D2C market—specifically in fashion, food, personal care, and home goods—will reach a staggering $36.12 billion annually. The startup's performance reflects this gold rush. In 2021, Praktis reported a monthly income growth of more than 12-fold on a year-on-year basis. Even more impressive is their estimated Compound Annual Growth Rate (CAGR) of 24x, supported by a 31% Compound Monthly Growth Rate (CMGR) recorded between January and September 2021.

Willson Cuaca, Co-Founder and Managing Partner at East Ventures, emphasized that their investment stems from a belief that Praktis truly solves the core pain points of D2C brands. This sentiment is echoed by the numbers: currently, more than 100 brands—including well-known names like Brodo, NAH Project, Visval, Elhaus, Roughneck 1991, and Rose All Day Cosmetics—rely on Praktis. With a network of over 1,000 supplier partners, the platform handles more than 300,000 shipments and manages the production of over 20,000 product items every single month.

Solving the MSME Dilemma

The D2C model is attractive because it cuts out the middleman—no resellers or retail markups. However, the trade-off is that the brand owner must manage everything from raw material sourcing to customer complaints. According to the 2021 MSME Empowerment Report by DSInnovate, 83% of MSME actors in Indonesia now turn to digital startups to solve problems like raw material shortages, accounting errors, and marketing difficulties.

By acting as a single point of contact, Praktis enables these brands to operate like large-scale corporations with minimal overhead. As Adrian Gilrandy noted, the goal is to help these brands achieve significantly higher revenue through efficient utilization of working capital. With a 6x revenue growth target on the horizon, Praktis is positioning itself as the indispensable backbone of Indonesia's digital economy.