For a pet owner in Jakarta, the path from a late-night health scare to a reliable diagnosis can be a scramble. It involves frantic searches, uncertain clinic hours, and the nagging doubt about whether that online pet food is actually any good. Hewania, a three-year-old Indonesian startup, is betting that the answer to all these anxieties is a veterinarian's stamp of approval, delivered through a network that is both physical and digital.
Founded in 2021, the company is assembling what it calls an integrated, one-stop service for animal health [Hewania, retrieved 2024]. The model is a hybrid: 24-hour brick-and-mortar clinics in key Jakarta neighborhoods sit alongside a teleadvice service and an online marketplace. The connective tissue is a roster of more than 100 veterinarian partners, whose professional credibility is meant to vet the products sold and validate the care provided [F6S, September 2026]. It is a capital-intensive, operationally complex wedge into a fragmented market. The early check size, a reported $60,900 pre-seed round, suggests this is still a proof-of-concept stage [F6S, September 2026]. The ambition, however, is to own a trusted slot in the daily lives of Indonesia's growing population of pet owners.
The Wedge: Trust, Not Just Transaction
Hewania's founders are not trying to out-Amazon the pet supply giants. Their stated wedge is professional authority. The marketplace is branded "Recommended by Vet," and the company reports partnerships with over 20 pet-supply brands and more than 200 product SKUs curated under that banner [F6S, September 2026]. The theory is straightforward: in a market where product quality and safety concerns are high, a veterinarian's endorsement carries disproportionate weight. This trust is then meant to flow into the company's other services.
- Offline anchors. The company operates 24-hour facilities in the Pantai Indah Kapuk and Aerium areas of Jakarta, and a clinic, hotel, and salon in Surabaya [Hewania, retrieved 2024]. These locations serve as both revenue centers and physical proof points of the brand's commitment to care.
- Digital extension. The teleadvice service offers remote consultations for first-aid and guidance, connecting users to registered veterinarians [Hewania, retrieved 2024]. The app functions as a hub for booking, consulting, and shopping [Richard Nathaniel Chandra - LinkedIn, retrieved 2026].
- Ecosystem play. The company cites a collaboration with the Indonesian Veterinary Medical Association (PDHI), aiming to build a broader ecosystem for animal welfare [Hewania, retrieved 2026]. This kind of institutional partnership is a classic move to build legitimacy in a professionalized field.
The model is an O2O (online-to-offline) loop. A pet owner might discover Hewania through a telehealth consult, then visit a clinic for a procedure, and finally become a recurring customer for vet-approved food and supplements sold through the marketplace. Closing that loop reliably is the core operational challenge.
The Team and Early Traction
The founding team pairs e-commerce product experience with veterinary expertise, a logical combination for this bet. CEO Richard Nathaniel Chandra is described as a long-time pet owner and a former technical product manager at an e-commerce company [F6S, September 2026]. COO Adam Kustiadi Nugraha is an experienced veterinarian with a master's degree in Animal Logistics [F6S, September 2026]. His LinkedIn profile indicates a focus on developing the offline clinic business and managing veterinary partner relationships [Adam Kustiadi Nugraha - LinkedIn, retrieved 2026].
The company's early metrics, self-reported through a third-party profile, show the scale of the initial build. After eight months with an MVP, Hewania reported selling more than 800 products and generating $10,000 in revenue [F6S, September 2026]. An earlier, separate source claimed the company had generated $150,000 in revenue by 2022 and listed 86 vet partners [Loyal.vc, retrieved 2024]. The most recent claim, from September 2026, cites "more than 100" veterinarian partners, suggesting partner growth is a continued focus [F6S, September 2026].
| Metric | Value |
|---|---|
| Reported Vet Partners (2024) | 86 partners |
| Reported Vet Partners (2026) | 100 partners+ |
| Reported Marketplace SKUs (2024) | 300 SKUs |
| Reported Marketplace SKUs (2026) | 200 SKUs+ |
The Capital Question
The disclosed funding picture is thin. The only specific figure is a $60,900 pre-seed raise listed on F6S, which also names investor Djin Ru Sung [F6S, September 2026]. A separate Crunchbase entry references a seed VC round with undisclosed terms [CBInsights, retrieved 2026]. Building and operating multiple 24-hour clinics, stocking a marketplace, and scaling a partner network is not a capital-light endeavor. The relatively small public raise to date implies either significant bootstrapping, undisclosed funding, or a very measured, asset-by-asset rollout. For the model to reach meaningful scale in a geography as large as Indonesia, a substantial institutional round would likely be a prerequisite. The company's ability to attract that capital will hinge on proving unit economics in its initial Jakarta clusters.
Where the Model Gets Tested
The risks here are operational and financial, not conceptual. The integrated care model is compelling, but it requires excellence in multiple, very different businesses simultaneously.
- Clinic economics. Operating 24-hour veterinary facilities is a real estate, staffing, and inventory management business with high fixed costs. Yield on those assets is critical.
- Marketplace traction. The "vet-recommended" label must translate to meaningful take-rate and basket size to justify the curation effort. It must compete on convenience and trust against larger, generalist e-commerce platforms.
- Partner management. Scaling to "more than 100" vet partners is one thing; maintaining rigorous quality control and a consistent brand experience across a distributed network is another. The partnership with PDHI is a key asset here, but it must be actively managed.
The company's most plausible answer to these challenges is focus. By concentrating its physical footprint in Jakarta and Surabaya first, it can refine the O2O playbook in dense, affluent markets before attempting a nationwide footprint. The hybrid model also provides multiple revenue streams (service fees, product sales, facility charges) to offset the costs of any single line of business.
The Road Ahead
For Hewania, the next twelve months are about demonstrating repeatability. The key milestone to watch is not just another clinic opening, but evidence that the model works as a system. That means data showing teleadvice users converting to clinic visits, clinic clients becoming recurring marketplace customers, and the Jakarta locations reaching sustainable profitability. Success on those fronts would make the case for the larger funding round the model likely needs.
The ideal customer profile here is clear: an urban, digitally-savvy pet owner in Indonesia, likely in Jakarta or Surabaya initially, who values professional guidance and is willing to pay a premium for the convenience and trust of an integrated service. They are buying peace of mind as much as they are buying flea medication.
The realistic competitive set is fragmented. On one side are standalone veterinary clinics and hospitals. On the other are mass-market e-commerce platforms like Tokopedia or Shopee, which offer vast selection but little curation. Hewania's bet is that a significant segment of the market will actively choose a middle path: a branded network that combines the authority of the former with the convenience of the latter. It is a hard road, but the pet care wallet in Southeast Asia is growing, and no one yet owns the trusted, full-stack slot.
Sources
- [F6S, September 2026] Hewania company profile | https://www.f6s.com/company/hewania
- [Hewania, retrieved 2024] Hewania homepage and service pages | https://hewania.com/
- [Loyal.vc, retrieved 2024] Hewania portfolio page | https://www.loyal.vc/portfolio/hewania
- [Richard Nathaniel Chandra - LinkedIn, retrieved 2026] LinkedIn profile | https://www.linkedin.com/in/richardnc96/
- [Adam Kustiadi Nugraha - LinkedIn, retrieved 2026] LinkedIn profile | https://www.linkedin.com/in/adam-kustiadi-nugraha-524b70a8/
- [CBInsights, retrieved 2026] Crunchbase profile for Hewania | https://www.crunchbase.com/organization/hewania