Avendus Capital Advises Country Delight on Its USD 108 mn Fundraise

“Country Delight is on a mission to disrupt the decades old Indian food essentials space. On the one hand we have a highly unorganized sector, where quality is unreliable and on the other hand, we have a highly organized sector, where the essence and naturalness of food is completely lost. At Country Delight, we have taken a tech-driven and consumer-centric approach to solve this problem by delivering natural, fresh and minimally processed food essentials, sourced directly from farmers present across the country and deliver to the doorstep of consumers every single day. We are thrilled to have Venturi and Temasek partner with us on this journey and are equally excited and humbled by the continued belief and participation of all our existing investors, IIFL AMC, Elevation Capital, Orios Venture Partners and Matrix Partners.”
 

“Country Delight is solving a very real problem at scale. Quality consciousness in India is on the rise as are customer expectations of transparency and clean products. The brand’s focus on offering farm-to-doorstep daily pantry essentials that are fresh and of highest quality has resulted in immensely positive customer feedback and strong loyalty. We have been very
impressed by their product-first approach, vertically integrated business model and ability to expand across categories. India has about 20 million affluent households across the top 50 cities that could benefit from Country Delight’s range of products, making this a huge opportunity that has remained largely commoditized thus far.”

Country Delight is uniquely positioned to capture the evolving consumer preference towards natural, minimally processed and healthier food choices. They are the only vertically integrated player with a direct-to-consumer channel, owning the entire farm to fork ecosystem. Since our previous investment, Country Delight has evolved into a basket of offerings across the food essentials segment and has demonstrated best-in-class customer retention metrics amongst new age D2C brands. We are amazed at Country Delight’s brand salience and their undeterred focus on customer centricity, product quality and capital efficient growth.

From day one, Country Delight has been on a mission to delight Indian consumers with directly sourced fresh products and superlative service standards. We are very excited as they continue to expand their product offering and service a larger customer base across new cities and build India’s most loved fresh food platform.

"Temasek and Venturi joining us is endorsement of the business built and the opportunity ahead. Country Delight is one of those rare companies which have been built largely on positive word of mouth, rather than discount offers. This comes from the founders' obsession with quality in everything they do," 

Congratulations to the founders Chakri and Nitin on an important milestone as they continue to scale the company into a household fresh foods brand! We have been privileged to be partners from an early stage and we welcome Temasek and Venturi.

Country Delight is one of the most interesting and promising food essentials brands in India. Chakradhar and Nitin have built a distinctive brand in a very short span of time that consumers absolutely love. With its market leadership, excellent execution and customer-centric approach, it is well-positioned to make great strides in the D2C food essentials market. Partnership with global investors like Venturi Partners and Temasek is a strong testament to the brand’s immense potential.