The funds will be used to scale operations nationally.
Matrix Partners India announced that it has led an Rs 70 crore ($ 10 million) round of investment in Country Delight, a direct-to-home, mass premium fresh milk brand. Existing investors Orios Venture Partners also participated in the fund-raise. The funds will be used to scale operations nationally.
India is the largest consumer and producer of dairy in the world. Country Delight is targeting the approx. $100 Billion dairy market in India, growing over 10% per year. Today, 80% of the market is unorganized, with private brands making up only 10% of the market. Over 90% of the organized milk market is catered to by mass brands.
Country Delight was founded by Chakradhar Gade and Nitin Kaushal in 2015 and is trying to revolutionize the way milk is consumed in India. The startup controls the whole supply chain and sources its own milk from top quality, local farms, and delivers directly to a consumer’s home with minimal processing and the highest standards of purity, within 24-36 hours. The service is delivered through a convenient mobile application that allows consumers to easily subscribe to the service. Country Delight is also entering several other fresh food segments like yoghurt, paneer, to name a few, while adhering to the same high standards of product quality.