Footballing icon Raheem Sterling backs UK’s female-founded startup Oja: here’s why

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London-based Oja, a startup that claims to be the UK’s first ethnic online supermarket focused on African and Caribbean goods, announced that it has secured an undisclosed amount in a pre-Seed extension round of funding. 

The investment was led by LocalGlobe, with participation from Angel investor and footballing icon Raheem Sterling.

Raheem Sterling says, “There is such a natural connection with Oja for me. I can get my favourite home comforts, like Biggas and plantain chips, and having access to these products at short notice is amazing!”

“I am sure that the wider African and Caribbean communities will appreciate this too, and this is a key reason why I joined this investment round; I am excited to play a part in something with both potential and purpose,” he adds.

A one-stop-shop for cultural groceries & world foods

Founded in 2020 by Mariam Jimoh, a second-generation immigrant from Nigeria, Oja believes everyone should have access to goods from all cultures, regardless of where they reside. Through its website, Oja offers African and Caribbean goods and foods.

Oja
Mariam Jimoh, founder and CEO of Oja | Image credit: LinkedIn (Mariam Jimoh)

The startup claims to diversify the grocery business by making multicultural goods easily accessible. Customers can place orders from hand-selected vendors and have their packages delivered the next day at their doorstep from Oja’s depots and dark shops.

Since its inception, the startup reports to have expanded beyond a single London postcode to cover the entirety of Greater London and recently launched sales in Birmingham.

Oja also carries out national shipping on one day each month. In order to better serve the customs of Nigeria, Somalia, North and East Africa, the Caribbean, and neighbouring territories, Oja has also increased the range of products it offers. 

It has a Halal selection, is currently selling cosmetics and haircare items, and plans to start selling domestic goods. Oja hopes to develop a one-stop store for cultural needs and position itself as the top platform for ethnically integrated e-commerce. 

Currently, the UK-based startup’s order numbers are increasing by about 40 per cent month-on-month and an average package size of over £60.

Oja claims that it has defied the general trends in the on-demand food sector thanks to its strong emphasis on community, its mission, and by keeping profitability through stable and consistent growth.

Capital utilisation

Oja says it will use the funds to further expand into new cultures and regions over the coming months, as well as its B2B offering.

Jimoh says, “Our recent growth, the renewed backing of LocalGlobe and Raheem’s support truly speaks to the power of community, which is at the heart of my mission with Oja. Within this community, we share a love of food.”

“We feel the intrinsic link between who we are and how we relate to our cultures through food, and we share the frustration over its access. This authenticity shines through and we’re thrilled that Raheem not only recognised the problem we’re trying to solve but wants to join us in solving it for even more people.”

The London-based startup reports that it has recently witnessed 11x year-on-year growth across London and the West Midlands.

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Vishal Singh

Vishal Singh is a News Reporter and Social Media Marketing Lead at Silicon Canals. He covers developments in the European startup ecosystem and oversees the publication's social media presence. Before joining Silicon Canals, Vishal gained experience at the Indian digital media outlet Inc42, contributing to its growth with insightful content. Despite being a college dropout, his passion for writing has driven his career in journalism.

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