Saudi-based Haseel raises investment for its mobile-only fresh fruits and vegetables ecommerce platform

Riyadh-based mobile-only fresh fruits and vegetables ecommerce platform Haseel has raised an undisclosed sum of investment in a round led by Riyadh Taqnia Fund and joined by Vision Ventures and 500 Startups, Riyad Taqnia Fund announced on Twitter today. A Riyadh-based information technology company Sure Technologies that itself had raised an investment form Riyad Taqnia Fund almost a year ago, also joined the round. And per RTF’s tweet, Nayyara, an events company that apparently runs and operates business lounges and banquet halls also participated in the investment.

Even though the size of investment was not disclosed, it is safe to assume that it’s a seven-figure USD considering the investors involved.

Founded by Sultan Al-Hadab and Ahmed Al-Himsh last year, Haseel allows users to order fresh fruits and vegetables through its mobile app. We gave the app a try and the ordering process is pretty similar to that of grocery apps in Saudi.

The users can search or browse the products to add whatever they’d like to buy to their cart. When checking out, they’re asked to select their address on the map, select a time slot (there are seven slots between 10 am to 10 pm) for delivery, choose their preferred payment method (cash, credit card or Haseel balance), add notes if they like and place the order.

When we tried, the breakdown of our order included SAR 12 ($3.2) as delivery free. We could not confirm if its the standard delivery fee that applies on every order regardless of total order amount. The users also have the option to track their order in real time.

According to the information available on the app, Haseel’s service is currently available in Riyadh only.

The startup also has an app for drivers which suggests that it is either using a hybrid model of in-house fleet plus freelancers or just freelancers.

The startup, according to RTF’s announcement will use the investment to further develop its product and expand to rest of Saudi.

We’ve reached out to their team to learn more details and will update the story if we hear back from them. 

Zubair Naeem Paracha
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