Riyadh, KSA; October 7, 2021: Seera Group, the largest travel and tourism company in the region, announced today that it has successfully led a SAR 28 Million Series A funding round of financing for Siwar, a Saudi-based food-tech startup, including participation by other prominent strategic investors. Siwar was launched in 2020 to meet the growing and untapped needs of a new generation of consumers within the F&B market, with a focus on the ‘ready to eat food’ segment.

The strategic partnership brings together Siwar’s core strengths of deep consumer insights and modern product development capabilities, with Seera Group’s highly specialised consumer analytics platform and distribution network, providing an ideal platform to fuel future growth opportunities for both companies.  

Commenting on this positive development, Majed AlNefaie, CEO of Seera Group, said: “We are excited to lead the Series A round as consumers are embracing online ordering and eating at home like never before. It's an evolution brought on by the pandemic but taking hold for the long term. Siwar is an innovative, fast-growing, food-tech start-up, and we hope it accelerates the Group’s ability to capitalise on the new realities in Saudi Arabia's ready meals market.”

Loaye AlNahedh, CEO of Siwar, added: "We are delighted with the successful close of the Series A funding round with Seera Group as the lead investor.  With the successful fund raise, we will be able to fund our high growth business plan and with Seera Group as a strategic partner, Siwar will have access to resources, research & development, and years of experience that we can tap into to catapult our growth plans. In alignment with Vision 2030, we are progressing swiftly towards addressing evolving market needs and catering to the new generation of food consumers requiring a unique product portfolio that delivers the best of the culinary traditions of the Kingdom in a contemporary technology-enabled format.

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About Seera Group:

Seera is the leading provider of diverse travel services in the Middle East and North Africa region. With its balanced portfolio of brands across several verticals, Seera is regarded as the most knowledgeable and accomplished travel service provider. The Group is a significant contributor to the growth of the domestic, inbound, and outbound tourism economies of the Kingdom of Saudi Arabia and a best-in-class business partner in unlocking the opportunities in the region. Providing technology-powered travel services for consumers, businesses, government partners and pilgrims, Seera offers the opportunity to travel in the Kingdom, across the region, and beyond, like never before. Seera’s strategic business units as below:

• Almosafer, the flagship brand of Seera’s consumer travel business unit
• Lumi, Seera‘s car rental and leasing brand
• Discover Saudi, Seera’s integrated destination management company
• Mawasim, Seera’s wholesale tour operator for Hajj & Umrah
• tajawal, a leading online travel agency in the UAE
• Elaa, Seera’s travel management company, leading in the Corporate and Government sector in KSA

Seera – Imagine Where Travel Can Take Us Together
 

For more information:
Nivine William | Iman Ahmed
ASDA’A BCW | +9714 4507600
nivine.william@bcw-global.com | iman.ahmed@bcw-global.com
www.asdaa-bcw.com | www.arabyouthsurvey.com

About Siwar:

Siwar is a homegrown Saudi company, launched in July 2020 to meet the growing and untapped needs of a new generation within the F&B market, especially the ‘ready to eat food’ segment.  By adopting a customer centric approach combining traditional values of home cooked food together with state of the art shock freeze technology, we are redefining what convenient cuisine means to our customers with products that use 100% natural ingredients and no preservatives.  With several products already successfully launched, including ready to eat meals, desserts and blended mixes, we provide customers with omni channel purchase options including: retail, online and exclusive chilled vending machines.  By constantly striving to meet the culinary needs of a new generation with changing lifestyle needs, limited time, who are looking for affordable alternatives to eating out, Siwar is proud to be aligned with Vision 2030.