Finding authentic, culturally relevant groceries online can feel like searching for a needle in a haystack—convenience may be everywhere, but truly diverse food options aren’t. That’s where Bakkali comes in—a fast-growing direct-to-consumer (D2C) cultural grocery shopping platform that’s reshaping how ethnic foods are bought and delivered across the UK. At the helm of this innovative startup are Ishan Wijewardana and Issam Abu Aisheh, two seasoned entrepreneurs who turned a personal frustration into a market-wide opportunity. Their combined expertise in scaling businesses and driving innovation has positioned Bakkali as a game-changer in the ethnic grocery market.
The Inspiration Behind Bakkali
The Inspiration Behind Bakkali Before launching Bakkali, Ishan Wijewardana led growth at Kokoon, a sleep tech startup, where he played a pivotal role in scaling the business to millions in revenue and securing a high-profile partnership with Philips. His work at Kokoon cemented his expertise in growing and positioning a startup for success. However, his entrepreneurial ambitions went beyond sleep tech—he wanted to tackle a problem closer to his heart.
The inspiration for Bakkali came from a deeply personal frustration—finding truly authentic, culturally relevant groceries online. Growing up, Ishan understood the importance of food in preserving cultural identity, but he found that sourcing high-quality ethnic ingredients in mainstream supermarkets was nearly impossible. His experience was not unique—many people from diverse backgrounds struggled to find essential ingredients that reminded them of home.
Determined to validate his idea, Ishan and his co-founder, Issam Abu Aisheh, conducted extensive market research. They surveyed communities, spoke to consumers, and ran test campaigns to understand the demand. The results were clear—thousands of people across the UK faced the same challenge. Seeing this glaring gap in the market, they took action.
Issam brings deep sector expertise to Bakkali, drawing from his family business, which has been trading in FMCG for over 70 years in the MENA region. With a background in asset management, private equity, and venture capital, Issam later led FMCG trade and commerce within his family business, expanding operations into Iraq and building a successful grocery chain in Qatar, which he eventually exited. Holding a BSc (Hons) in Economics from the London School of Economics and an MBA from the University of Oxford, Issam’s strategic leadership and industry knowledge have been instrumental in shaping Bakkali’s vision and execution.
In May 2023, Bakkali was officially launched with a singular mission: to become the go-to platform for ethnic grocery shopping in the UK. The vision was bold—to create a seamless, technology-driven shopping experience where culturally diverse foods were accessible to everyone, regardless of location. What started as an ambitious concept quickly gained traction, as word spread among communities looking for a trusted source of high-quality, culturally specific groceries.
From the outset, Bakkali distinguished itself by not just offering an array of products, but by building an experience that truly catered to the needs of its customers. They integrated data-driven insights to optimise inventory, ensured that their supply chain remained lean yet effective, and partnered with local and international suppliers to maintain authenticity.
What makes Bakkali different from conventional online grocery platforms is its commitment to cultural grocery shopping relevance, authenticity, and accessibility. It is not just another online store; it is a movement that empowers people to rediscover their roots through food, bridging the gap between tradition and modern convenience. By blending technology with a deep cultural understanding, Bakkali is set to redefine how people shop for ethnic groceries in the UK and beyond.
Solving a Market-Wide Problem
For many consumers, finding authentic ethnic foods is not just about convenience—it’s about preserving cultural traditions, maintaining dietary habits, and reconnecting with their roots. Unfortunately, mainstream grocery stores often overlook these needs, offering a limited selection of international products that fail to meet the diverse demands of multicultural communities. Traditional grocery retailers typically focus on mass-market products, leaving many customers searching tirelessly for niche ingredients that are essential to their cultural identity.
The challenge extends beyond product availability. Many existing grocery delivery services are operationally heavy, requiring massive infrastructure investments that make it difficult to cater to specialized needs. High overhead costs often mean that niche and culturally specific groceries are either overpriced or unavailable altogether. This leaves customers with few reliable options, forcing them to visit multiple specialty stores or rely on expensive, inconsistent suppliers.
Bakkali takes a different approach—one that prioritizes authenticity, accessibility, and efficiency:
✅ Stocking niche, culturally relevant groceries – Unlike many retailers that only carry mainstream ethnic food brands, Bakkali ensures that hard-to-find, high-quality cultural ingredients are always available. Whether it’s South Asian spices, Middle Eastern staples, or African grains, customers can find exactly what they need without compromise.
✅ Creating a seamless online shopping experience – Shopping for ethnic groceries should be as easy as ordering from a major supermarket. Bakkali’s intuitive platform makes it effortless for customers to browse, discover, and order their favourite cultural foods with just a few clicks.
✅ Building a tech-driven, asset-light model – Bakkali has reimagined the grocery supply chain by leveraging strategic logistics partnerships for warehousing, fulfillment, and last-mile delivery. This allows them to maintain a lean, scalable operation while still ensuring reliable nationwide delivery.
✅ Ensuring affordability and accessibility – Many ethnic grocery providers struggle with pricing due to inefficient logistics. Bakkali optimizes its supply chain to keep costs down, allowing customers to access their favourite cultural foods without paying a premium.
✅ Fostering trust and community engagement – Bakkali is more than just a grocery service; it’s a platform that connects communities. By working closely with trusted suppliers, engaging with customers, and sharing cultural stories through content and social media, Bakkali is creating a shopping experience that resonates deeply with its audience.
Unlike traditional grocery delivery businesses that require extensive infrastructure, Bakkali operates almost like a marketplace, offering a highly scalable and cost-efficient solution. This model allows Bakkali to expand rapidly, serve diverse communities, and provide a reliable, affordable, and culturally rich grocery experience for thousands of customers across the UK and beyond.
Major Milestones & Rapid Growth
Bakkali’s rise has been nothing short of phenomenal. What started as a solution to a personal frustration has now become a thriving business serving thousands of customers across the UK. With a lean yet highly efficient team of just three full-time employees, the company has scaled at an impressive rate, achieving milestones that take many startups years to reach.
🚀 10,000+ customers and counting – From a standing start, Bakkali has rapidly built a loyal customer base that keeps coming back for more. This speaks volumes about the strong demand for a dedicated ethnic grocery shopping platform.
💰 £1M in annualised revenue – Hitting this milestone within such a short timeframe is a testament to the business model’s viability and the company’s ability to scale with minimal overheads.
📈 30% month-over-month growth – Consistently high growth rates signal a strong market fit, and Bakkali shows no signs of slowing down. The company’s ability to sustain this momentum suggests an even bigger opportunity in the coming years.
🎯 High repeat purchase rates – Unlike many eCommerce startups that struggle with customer retention, Bakkali has cultivated a highly engaged customer base that frequently returns for their grocery needs, proving the stickiness of the platform.
💡 Operational efficiency with an asset-light model – By leveraging smart partnerships for warehousing, fulfillment, and delivery, Bakkali has managed to stay lean while still offering a seamless shopping experience for its customers.
💳 Successful fundraising rounds – Bakkali has successfully raised a total of £680K in funding across two investment rounds. Their latest Seed round on April 1, 2024, secured £450K, following a Pre-Seed round of £230K on May 1, 2023. This capital injection has enabled Bakkali to accelerate growth, strengthen its operations, and enhance its technology-driven platform.
This rapid expansion proves that there is a strong demand for a specialised, cultural grocery platform, and Bakkali is well-positioned to dominate this space in the years to come.
The Vision: Building Europe’s Leading Cultural Grocery Shopping Platform
Bakkali is on a mission to become the biggest cultural grocery player in Europe, making it effortless for customers to access high-quality ethnic foods with just a few clicks. The goal is to break down barriers that prevent diverse communities from finding the authentic ingredients they need to cook the meals they love. By streamlining logistics, embracing technology, and keeping operations lean, Bakkali is paving the way for a more inclusive and accessible grocery shopping experience.
The company’s tech-driven, asset-light approach allows them to expand rapidly while maintaining efficiency. By leveraging data insights, Bakkali can predict demand trends, optimise inventory, and strategically enter new markets with minimal risk. This ensures that no matter where customers are in Europe, they can count on Bakkali to deliver high-quality, culturally relevant products straight to their doorstep.
Beyond expansion, Bakkali aims to revolutionise the way cultural groceries are bought and delivered at scale. The current grocery industry often overlooks niche, ethnically diverse products in favour of mainstream offerings. Bakkali seeks to change that by providing a central hub where customers can not only purchase hard-to-find ingredients but also discover new flavours, recipes, and communities that celebrate cultural diversity.
Additionally, the company envisions integrating AI-driven personalisation to enhance user experience. By analysing shopping habits, Bakkali will be able to offer curated product recommendations, meal planning assistance, and exclusive deals tailored to individual preferences. The future will also bring enhanced partnerships with local and international suppliers to expand the selection, ensuring that customers can access an even broader range of authentic foods.
Bakkali isn’t just about selling groceries—it’s about fostering cultural connections, empowering communities, and bringing the world closer through food. With this vision in mind, the company is setting the foundation to become the go-to destination for cultural grocery shopping across Europe.
Why Bakkali’s Cultural Grocery Shopping Platform is Investor-Ready
Bakkali has established itself as a frontrunner in the cultural grocery shopping market, demonstrating strong market traction, a clear path to profitability, and an operationally efficient model that makes it highly attractive to investors. The company has built a scalable, tech-driven operation that meets growing demand with minimal overheads, proving its ability to thrive in a competitive space.
The company is currently raising Seed Funding to accelerate its expansion, with capital directed towards key areas of growth:
🔹 Expanding marketing efforts to increase brand visibility and reach a broader customer base across the UK. Through targeted advertising, influencer collaborations, and strategic partnerships, Bakkali aims to position itself as the go-to destination for culturally diverse grocery shopping.
🔹 Strengthening its product team by hiring top-tier talent to further develop its technology platform. This will enable the company to enhance user experience, optimise logistics, and integrate AI-driven personalisation features to better serve customer preferences.
🔹 Scaling faster with additional capital to support inventory expansion, logistics partnerships, and fulfilment capabilities. By securing more storage and distribution resources, Bakkali can improve efficiency and expand into new regions across Europe.
🔹 Enhancing customer retention by developing loyalty programs, personalised cultural grocery shopping experiences, and exclusive deals that encourage repeat purchases. With a high retention rate already in place, Bakkali plans to invest in deeper engagement strategies to maximise customer lifetime value.
With SEIS/EIS registration, Bakkali presents investors with a high-growth opportunity in a resilient and expanding market. As more consumers seek authentic ethnic groceries and shift towards online shopping, Bakkali is uniquely positioned to dominate this space. The company has already demonstrated remarkable growth, surpassing 10,000 customers and reaching £1M in annualised revenue in under two years.
With the right investment, Bakkali aims to cement itself as Europe’s leading cultural grocery shopping platform, bringing authentic food experiences to households across the continent. Investors looking for a rapidly growing, scalable, and impact-driven venture will find Bakkali an exciting opportunity.
Join the Bakkali Cultural Movement
Bakkali isn’t just a grocery platform; it’s a cultural movement bringing authentic foods to communities across the UK and beyond. It’s about more than just convenience—it’s about preserving heritage, celebrating diversity, and making culturally significant foods accessible to everyone. Every ingredient tells a story, and Bakkali is here to ensure those stories continue to be shared across generations and borders.
By choosing Bakkali, you’re not only getting high-quality, hard-to-find ethnic groceries delivered straight to your door—you’re also supporting a company dedicated to reshaping the way people connect with their roots through food. Whether you’re craving a taste of home or exploring new cuisines, Bakkali is your gateway to authentic cultural groceries, delivered with ease and reliability.
But we can’t do this alone. We need your support to grow this movement and bring cultural foods to even more communities. Whether you’re a passionate foodie, an investor looking to back an innovative business, or simply someone who believes in celebrating diversity—Bakkali invites you to be part of this journey.
🔥 Here’s how you can support the movement:
✅ Shop with us – Find the ingredients you love, or discover something new!
✅ Spread the word – Share Bakkali with friends and family who value authentic, high-quality cultural groceries.
✅ Follow us on social media – Join our growing community and stay updated on new products, recipes, and initiatives.
✅ Invest in Bakkali – Help us scale and expand into more regions, making cultural groceries more accessible than ever.
Explore Bakkali Today
🌍 Website: Bakkali.app
💼 LinkedIn: Bakkali Groceries
📱 Download the App:
📣 Stay connected – Follow us on social media, share your experiences, and help us spread the word!
Bakkali is more than a grocery platform—it is reshaping the way people shop for cultural foods, one delivery at a time. As it continues to grow, it presents an exciting opportunity for those passionate about food, culture, and innovation.