Oja, a digital supermarket that caters to underrepresented cultures, has secured a pre-seed funding extension featuring Premier League star Raheem Sterling.
Founded in 2020, Oja is a London-based platform that sells home comforts to underrepresented cultural and ethnic groups in London and Birmingham, where it offers delivery in less than 24 hours.
The company currently offers products from a variety of African and Caribbean origins and is planning to expand its options to other groups.
Oja has secured a pre-seed extension round led by VC firm LocalGlobe. The round also featured England and Chelsea forward Raheem Sterling who participated in the funding round as an angel investor.
“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,” said Mariam Jimoh, founder and CEO of 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.”
Sterling commented: “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.”
Oja previously raised £2.5m in a funding round in November 2021, a significant figure considering the early stage of the company.