Direct-to-Consumer Dairy Brand Enters Instant Delivery Market
Country Delight, a Gurugram-based direct-to-consumer brand known for its dairy products and daily essentials, has entered the instant delivery space with the launch of a 10-15 minute delivery service. This new service, currently being tested in Gurugram, is expected to expand to other cities soon, according to sources familiar with the company’s plans.
The service is available from 6 AM to 9 PM, offering a wide range of products, including dairy, bakery goods, poultry, and farm produce, that are typically available in its regular delivery service.
Expansion Plans and Market Competition
Country Delight, which already operates in over 25 cities across India, including Delhi NCR, Bengaluru, Chennai, and Mumbai, is aiming to capture a significant share of the quick commerce market. The company’s move into this space puts it in direct competition with major players like Zepto, Blinkit, Swiggy Instamart, Flipkart Minutes, and Amazon Tez.
This shift into quick commerce follows a similar transition made by BigBasket, which moved from slot-based deliveries to a stronger focus on fast delivery services. It will be interesting to see how Country Delight balances its existing business model with the new instant delivery approach.
Financial Performance and Growth
In FY24, Country Delight reported a revenue of Rs 1,380 crore, a significant increase from Rs 900 crore in FY23. The company has grown rapidly over the past few years, with revenues jumping from Rs 542.6 crore in FY22.
With this strong financial trajectory, Country Delight is on the verge of becoming a unicorn, having been valued at around $820 million in its most recent equity round. The company has raised about $200 million so far and recently secured Rs 200 crore ($24 million) in debt funding from Alteria Capital. Reports indicate that Country Delight is in talks with SoftBank to raise an additional $50-70 million in a new funding round.
About Country Delight
Founded by Chakradhar Gade and Nitin Kaushal, Country Delight specializes in sourcing fresh dairy products directly from farms. The company serves 1.5 million customers and aims to provide high-quality, fresh products in a direct-to-consumer model.
Comments