I remember the pitch. I remember the guy. I remember sitting in the same room as him around ten years ago, listening to people praising his tenacity, seeing well regarded people and startup figures laud him as a visionary, and walking away feeling that gnawing sense I’ve come to trust over the years. When the story feels too clean, too heartwarming, too startup-perfect.
But I didn’t say anything publicly to avoid being called out for having a markedly opposing view and being highly skeptic about it, not to mention the predictable judgment that would have come, accusing me of being envious while not being anywhere near successful. It was after all a gut feeling with little to back it up and I wasn’t about to go on a mission to take down the latest tech darling of the nation, the pride and Joy of the Indonesian startup community, with no support. This company was an international sensation and people in my circle knew of my doubts but I don’t recall posting publicly about it.
When everyone else was throwing praise and cash at a fish-feeder startup like it’s the second coming of Grameen Bank, it’s easy to start wondering if maybe you’re just being cynical. Maybe you’re jaded. Maybe the founder really was a scrappy visionary from East Jakarta who’s cracked aquaculture and was about to scale empathy and catfish across Southeast Asia. I mean look at all those articles about the company and how this guy appearing out of nowhere becoming something of a tech startup prophet.
Except now, here we are: $300 million gone, farmers screwed, machines abandoned, and the poster child of “tech for good” exposed as a meticulously constructed con.
And you know what? I’m not surprised. I’m pissed.
Because I wanted to be wrong. I wanted this story to be true. I wanted this to be the one that proved that impact and innovation and bottom-of-the-pyramid hustle could build something real. But from the beginning, eFishery had all the wrong kinds of charm: the underdog myth polished to perfection, the handcrafted pitch deck trauma-bonding with VCs who wanted to save the world without leaving the hotel lounge.
He said all the right things. He did all the right gestures, looking all pious and revered. And when the numbers didn’t line up? When the tech was too expensive for the people it was supposed to help? When the revenue made zero sense for a company claiming to transform Indonesia’s rural fish farms? Everyone just nodded harder.
I watched as global investors, SoftBank, Temasek, Sequoia (Peak XV), Social Capital, lined up to outbid each other for a slice of this sweet, scalable fiction. And the media? Oh, we played along too. We love a redemption arc. We love a startup that feeds fish and our desire to feel like capitalism might still be capable of doing something decent. Again, with all these big name international funds coming in to feed the fish feeding startup, who am I to contradict their supposed intellect and superior judgment?
But deep down, I kept thinking: this doesn’t smell like fish. It smells like a fishy performance.
Now that it’s unraveled, this wasn’t just a few optimistic numbers or an overzealous forecast. This was systemic. Two sets of books. Ghost transactions. Fake shell companies. A finance operation so convoluted it’d make a crypto bro blush. All of it propped up by a moral calculus so warped it might as well have been cribbed from a freshman philosophy seminar: “Yes, I lied, but I helped some farmers, so doesn’t that count for something?”
No, it doesn’t. You don’t get to run over everyone with the trolley and call it “net positive.”
The real damage here isn’t just financial. It’s reputational. It’s trust. It’s yet another blow to the already fragile belief that startups in emerging markets can build something real without burning down the ecosystem around them. This kind of fraud doesn’t just hurt investors. It makes it harder for every honest founder grinding away on a real solution with real traction and real limitations.
And don’t get me started on due diligence. Multiple rounds of funding, multiple term sheets, global funds with armies of analysts, and no one noticed the company stopped filing basic financials in Singapore? That feeder machines were supposedly deployed at scale with zero supply chain footprint? That fish feed producers weren’t even aware of this supposed revolution happening in their own backyard?
The worst part? Some people will still excuse it. They’ll frame it as a tragedy. As a good person corrupted by pressure. A “lesson” for the ecosystem. I get it. That’s cleaner. Easier. But I can’t do that. Not after watching people celebrate this company like it was changing the world, when some of us knew it wasn’t adding up.
There were moments when I wondered if I was just being too harsh, too skeptical. I thought, maybe I’m just tired of the hype machine. Maybe I’m projecting.
Turns out I wasn’t projecting. I was just paying attention and my gut was screaming against my rationale.
And now, here’s the wreckage: laid-off staff, bankrupt farmers, investors licking wounds, and a founder who thinks starting a frozen seafood business is part of his redemption arc.
No. You don’t get to fail upward on the backs of people you lied to.
This wasn’t inevitable. This wasn’t an honest mistake. This was a choice, repeated, amplified, and dressed up as progress. And he did it because everyone he asked told him it’s okay to do it because they all did it too. They all failed him and everyone paid the price. Fake it til you make it, they said. Well, in this story, nobody made it.
And I hate that my gut feeling was right.
On the other hand he managed to hoodwink Chamath Palihapitiya who deserves everything coming at him.
AuliaSays 