STARTUPS selling consumer goods in South-east Asia must be laser-focused in their strategy and marketing if they are to attract funding in this tough market, investors and consultancies told The Business Times.

With ever-changing consumption habits, companies need to consider values that resonate with consumers – such as sustainability, affordability and personalisation.

“The consumers of today are being more particular about the brands they buy,” said Sameer Mehta, investment director and head of South-east Asia at DSG Consumer Partners (DSGCP), a consumer-focused venture capital (VC) firm covering South-east Asia and India.