Raid (T̶h̶e̶) Your Fridge: edamama

Thu, 29 Apr 2021 14:00 - 15:30
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[If you found your way to our event just now, here's the Zoom link for our 2:00 PM PHT session: The Zoom webinar passcode is 976 5414 7154.]

“I was the customer I was solving for.” - Bela Gupta D'Souza, founder, edamama

Meet our 94th Raid The Fridge speaker: Bela Gupta D'Souza, ex-corporate ceo turned startup founder who recently raised seed funding for edamama, the Philippines' leading mother & child e-commerce platform helping mothers simplify decision-making and find everyday joy in parenting.

edamama was created in May 2020 at the onset of what we naively thought was going to be a short-term crisis. Almost a year after their launch, edamama saw the Covid-19 pandemic changing online digital consumption, making the Philippines the fastest growing internet economy in Southeast Asia ($28B by 2025). Significantly, new shoppers account for over a third of e-commerce transactions in the past twelve months, with 90% of Filipinos expected to continue their digital consumption habits post-pandemic.

Why should you attend? Against the backdrop of her startup journey building and growing edamama, Bela will share the following:

  • Why "vertical" players will deliver the next wave of e-commerce growth in the Philippines by setting new standards for platform trust and enabling deep, authentic customer engagement;

  • Key e-commerce trends in the next 12 months;

  • How small businesses can embrace e-commerce with great results.

Who should attend? While Raid The Fridge is open to the broader startup community, we especially encourage the following to attend:

  • Business leaders, decision-makers, or process owners responsible for finding new ways to grow e-commerce presence and/or seriously contemplating to digitize sales channels;

  • Digital marketing/e-commerce practitioners in organizations;

  • Startup founders and teams in customer development mode: from product-market fit to revenue as well as startup founders in seed-stage fundraising mode.

So: Edamama is driving towards the future of e-commerce: it is a social, community-driven experience. Find out more from startup founder Bela at Raid The Fridge on Thursday, April 29, 2:00 PM - 3:30 PM (Philippine Time)!


Bela Gupta D'Souza | Founder, edamama

Bela is the founder of edamama -- an integrated digital platform for mothers in the Philippines to shop for the most trusted childcare products and services while discovering authentic parenting content and advice.

edamama was born out of her own challenges as a new mother and realizations about the inherent potential of mothers as both digital consumers and influencers.

Originally from India, Bela grew up in Japan, Thailand, and the US before moving to the Philippines, where for the past decade, she has been an active contributor to the #startupPH ecosystem as a founder, investor, and advisor. She is the former founder of AdSpark Philippines, a full services digital marketing agency under Globe Telecom's 917 Ventures, and Groupon, Thailand.

Bela holds a Bachelor of Economics degree from the University of Mumbai and an MBA from Stanford University.

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Kickstart Ventures

Kickstart Ventures

Kickstart Ventures is the wholly-owned corporate venture capital firm of Globe Telecom, the Philippines’ leading mobile operator. Kickstart invests in early- to early-growth stage tech startups glo...

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