dairy brand: Country Delight secures $25M in Series C funding led by Elevation Capital


Direct-to-consumer dairy brand Country Delight has raised $25 million in a Series C round led by Elevation Capital (previously SAIF Partners).

Existing backers Matrix Partners, Orios Venture Partners and IIFL PE Fund also participated in the funding round.

Founded in 2011 by Chakradhar Gade and Nitin Kaushal, Bengaluru-based Country Delight delivers food essentials like milk, bread, ghee, and paneer to customer doorsteps.

The funding will be used to develop and launch a broader set of food essentials, such as fruits and vegetables, cold-pressed edible oils, wheat, batters, pulses, spices, pickles, and jams, in the next 6- 9 months.

The company is operational in Delhi NCR, Bengaluru, Pune, and Mumbai and plans to launch its Chennai operations in the next three weeks.

Its supply chain is Internet of Things-enabled to ensure full traceability and quality.

The company currently has 800 employees and a fleet of 3,000 riders that fulfil doorstep orders within 24-36 hours from collection, it said.

“Technology plays a very big role in building quality traceability and supply chain at scale – all of this while staying very capital efficient. We want to give our customers the best quality products, at the lowest possible price and directly to their doorstep,” Gade said.

“The company has a truly unique business model and is one of the few consumer businesses in India with phenomenal retention metrics,” said Deepak Gaur, Partner, Elevation Capital.

Country Delight is a full-stack business and sources all its produce from its network of 500 farmers within a 150-200 km radius. It serves 1.5 million customers and fulfil close to 3 million orders a month, Gade said.

It targets the affordable-premium category through a subscription model.

Avnish Bajaj, managing directot, Matrix India, said, “The business has expanded into fresh food, and the resilience of the full stack and digital first business model was evident during the recent Covid-19 disruption with an acceleration in the growth of the business…”

Last month, online platform for fresh produce and meat, FreshToHome, raised $121 million in a Series C round.

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