UAE - Mubasher: Homegrown Ventures has closed its debut Fund I at $22.80 million, which exceeded its initial $20 million target, according to a press release.
The venture capital (VC) firm will focus on early-stage consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) startups, backing ‘better-for-you’ brands across food and beverage, health and wellness, personal and home care, and lifestyle segments.
Founded by Nader Amiri and Ahmad Shamieh, the fund has already deployed capital into five startups prior to its final close, including PawPots and Plaay.
Homegrown Ventures plans to invest across MENA, South Asia, and select international markets, aiming to support the next generation of consumer brands.
The fund is backed by a group of regional and international investors. It positions itself as a specialist firm targeting a gap in MENA’s consumer sector, where local founders have historically lacked dedicated investment platforms.
Nader Amiri, General Partner, Homegrown Ventures, said: “With over 55% of the MENA population under 35, we are witnessing a structural shift that most investors are still sleeping on.”
“These consumers don’t just want local alternatives, they are actively choosing them, demanding transparency, better ingredients, and brands that reflect who they actually are," Amiri added.
Meanwhile, the firm will continue deploying capital into early-stage consumer startups, with a focus on scaling regional production and building brands tailored to local market needs.
