Gurugram-based farm to door fresh milk and dairy products delivery startup Country Delight has raised ₹49-70 crores ($7-10 million) in series B round of funding from early-stage investor Matrix Partners. The six-year-old startup counts Orios Venture Partners, IMFR Trust, and MAN Impact Accelerator as its early backers.
Founded by Chakradhar Gade and Nitin Kaushal in 2013, the startup offers subscription-based milk and dairy products delivered to customers. Country Delight works on a farm-to-fridge model that eliminates that middlemen and dramatically reduce the operational expenses.
The startup handles sales, marketing, logistics and fulfilment on its own. Country Delight currently operates in Delhi NCR, Pune and Mumbai. It tests its products on 75 parameters by an FSSAI-accredited lab. The startup supplies more than 15,000 litres of milk every day.
Matrix Partners seems to be quite interested in the milk-delivery segment as this is the second bet for the venture firm. Earlier it invested an undisclosed amount in Bengaluru-based DailyNinja in September 2018 which provides milk-delivery services on a subscription model to customers in Bengaluru.
Country Delight competes with Doodhwala and DailyNinja. However, DailyNinja doesn’t physically operate in the location where Country Delight functions. Doodhwala raised ₹15.4 crores ($2.2 million) in funding from Omnivore in February 2018. Startups like Bigbasket and Milkbasket also pose competition to the startup in the milk-tech space.
Naspers-backed food delivery startup Swiggy is also eyeing to enter the milk-subscription-delivery space with its acquisition of SuprDaily, a Mumbai-based micro-delivery startup. Micro-delivery startups have a loyalty factor over pure-play grocery delivery startups by servicing the micro-niche customers.