East Ventures, Central Retail Corp invest in startup behind theAsianparent

THE Parentinc, a Singapore-based startup that runs parenthood site theAsianparent, has raised Series D funding led by Indonesian venture firm East Ventures and joined by new backer Central Retail Corporation, which operates department stores in Thailand.

Investors put in US$22 million in primary and secondary investments, alongside venture debt financing from DBS. The startup declined to provide a breakdown of this sum, but said that East Ventures had invested US$10 million. On Mar 22, it also announced that Line Southeast Asia Corp had become a shareholder and strategic partner. Data platform VentureCap Insights shows that Line had invested US$8 million early last month.

Founded in 2009, The Parentinc, also known as Tickled Media, began as a blog that evolved into a community platform for parents. It also has a direct-to-consumer brand, Mama's Choice, that manufactures and sells halal pregnancy, nursing, baby care and household products, mainly in Indonesia and Thailand. Central Retail Corp is a partner for its sales in the latter market.

Founder and chief executive Roshni Mahtani Cheung said that she plans to expand theAsianparent and Mama's Choice into Vietnam and the US by the end of this year. The startup is also exploring a possible expansion to the Middle East or Latin America - as part of its strategy to "follow the babies" and break into markets with high birth rates, said Mahtani Cheung.

Willson Cuaca, co-founder and managing partner of East Ventures, will be joining the startup's board. He expressed optimism about the startup's transition over the years into a parenting content and commerce player.