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AsmaraKu is gaining ground selling condoms and lube in Muslim-majority Indonesia

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James Mccullough
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When you think about Indonesia, the last startup idea you’d consider is an ecommerce company specializing in condoms.

But after an awkward visit to the pharmacy to buy condoms and lubricant as props for a friend’s bridal shower, that’s exactly what Grace Natalia did.

“We looked at categories where the online buying experience is much better than offline,” says William Tunggaldjaja, Natalia’s co-founder at the “romantic e-store” AsmaraKu.

“The one that makes sense the most, especially with Indonesian culture, is sexual wellness products.”

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James Mccullough
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