WafR raises $372,000 to grow number of active grocers on platform, better support Morocco’s FMCG brands

After the successful conclusion of the first round of funding of $372,000, WafR, an application that allows retail brands to broadcast smart promotions to grocers to increase their market share on the traditional channel, has announced that it has raised $278,000 from UM6P Ventures, Plug and Play and several other Moroccan and foreign business angels.

With this new investment, the Moroccan startup is now valued at $7.5 million, more than double the valuation of the previous round.

Renowned investors

Among the notable investors is Plug and Play, the most active venture capitalist in Silicon Valley which makes nearly three hundred investments each year. Plug and Play has also invested in Dropbox, N26, PayPal and Flutterwave, the most highly valued start-up in Africa, which has reached a valuation of three billion dollars in recent months.

Another participant in this funding round was UM6P Ventures, the venture capital investment fund of Mohammed 6 Polytechnic University (UM6P), whose mission is to promote entrepreneurship and accelerate scientific innovation in Morocco and Africa.

“We are delighted to invest in WafR, a startup with strong growth potential, and to contribute to its development with the support of the UM6P ecosystem. WafR has benefited from the Plug and Play partner acceleration program, its funding, and the talented coders and developers from the 1337 Coding School. WafR is an innovative solution that enables retail players to deliver smart promotions to grocers while optimizing the customer experience and the purchasing power of the app’s users,” said Yasser Biaz, the MD of UM6P Ventures.

“Closing a major funding round in these uncertain economic times is a testament to the promise our investors see in WafR and its ability to innovate in the fast-paced retail sector,” continued Ismail Bargach, co-founder of WafR.

Better serving retail brands

The new funds will be used to support the startup’s growth but also to meet its ambitions in terms of expanding its network of grocers.

With a network of more than 12,000 grocers, WafR aims to reach 50,000 partner grocers to enable its FMCG partners to deliver smart promotions that help them gain market share.

“We continue to make significant technical and commercial progress to support FMCG retailers and brands,” concluded Bargach.

Founded in 2021, WafR is an app that enables retail brands to deliver smart promotions to grocers in order to increase their market share in the traditional channel. The startup supports retailers and helps them increase their market share.

UM6P Ventures is the venture capital investment fund of Mohammed 6 Polytechnic University (UM6P) whose mission is to develop entrepreneurship and accelerate scientific innovation in Morocco and Africa, with the support of OCP Group. The seed fund targets pure entrepreneurs and scientific project holders, operating in fields such as Renewable Energies, AgroBioSciences, HealthTech, Artificial Intelligence (AI) and Industry 4.0.


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  1. Morocco’s WafR gets $1.075 million in new funding round led by Launch Africa Ventures | aptantech

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