FreshToHome, a D2C startup, Now Delivers in 10–20 Minutes

FreshToHome, a D2C startup, Now Delivers in 10–20 Minutes
FreshToHome Introduces 10–20 Minute Delivery for Fresh Produce

FreshToHome, a D2C meat firm, has joined the fast commerce trend by offering a delivery service in a few Indian locations that takes 10 to 20 minutes. Although FreshToHome typically delivers orders in 60 minutes, the speed of delivery will rely on how close the customer is to the closest dark store. Shan Kadavil, the founder of FreshToHome, told a media channel that the company started providing speedy delivery around two months ago.

Operations and Financial Outlook of FreshToHome

The direct-to-consumer fish and meat company was established in 2015 by serial entrepreneurs Kadavil and Mathew Joseph, and it is presently present in 27 cities in the United Arab Emirates and 160 cities in India. Additionally, it sells its goods through rapid commerce marketplaces like Swiggy Instamart and Blinkit, which are owned by Zomato, as well as e-commerce sites like Amazon and Flipkart.

In certain places throughout the nation, the startup charges a platform fee of INR 4 for every order in addition to the money it makes from product sales. To date, FreshToHome has raised around $377 million in investment. In its most recent round of fundraising, which was headed by Amazon Sambhav Venture Fund and included participation from E20 Investment, Mount Judi Ventures, and other current investors like Investcorp, it raised $104 million.

The D2C brand's standalone net loss for its India operations decreased from INR 313.17 Cr in the previous fiscal year to INR 149.73 Cr in the financial year 2023-24 (FY24), a 52.18% decrease. Revenue increased from INR 24.91 Cr in FY23 to INR 369.55 Cr in the fiscal year under review, a 15X increase. FreshToHome faces competition from companies such as Zappfresh and Licious in the Indian direct-to-consumer meat sector, which is expected to reach a value of $119.36 million by 2030.

India’s Quick Commerce Sector has Become New Battle-Ground

Several firms in the nation are adopting the rapid commerce model at the same time as FreshToHome's entry into the 10–20 minute delivery market. Giants like Flipkart Minutes, Nykaa, and Myntra have entered the market in addition to established players like Zepto, Swiggy Instamart, and Blinkit.

Amazon declared Tez and Myntra introduced "M-Now," while Flipkart ventured into fast commerce with "Minutes." Now, every major company is concentrating on the quickly expanding fast commerce business, due to the demand and broad adoption in tier-2 and tier-3 cities as well as metro areas.

According to the Tracxn study, the rapid commerce industry had a notable increase in funding in 2024, raising $1.37 billion in equity capital from seven rounds, primarily owing to Zepto, which raised $1.355 billion in three $300 million rounds. Redseer, a consultancy firm, projects a 40–45% GMV CAGR for q-commerce over the next three years. All players have now increased their services beyond only grocery and food to include toys, Dhanteras gold, cosmetics, fashion, and electronics, among other things.


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