Matrix makes second bet in milk delivery segment, pumps $7 Mn in Country Delight

Farm to door fresh milk and dairy products delivery startup Country Delight has raised around $7-10 million in its Series B funding round led by early-stage investor Matrix Partners.

The Gurugram-based startup counts Orios Venture Partners, IMFR Trust, and MAN Impact Accelerator as early backers.

Founded in 2013 by Chakradhar Gade and Nitin Kaushal, Country Delight offers subscription-based milk and dairy products delivery via mobile app. The startup work on a farm-to-fridge model that eliminates middlemen by taking over sales, marketing, logistics, and fulfilment for farmers.

Currently operating in Delhi- NCR, Mumbai, and Pune, Country Delight claims to test its product on 75 parameters by an FSSAI-accredited lab. It supplies over of 15,000 litres of milk on daily basis.

This is the second bet for Matrix in milk-tech segment, earlier it invested in Dailyninja, that delivers milk as well as other daily essentials.

Country Delight directly competes with Doodhwala that received a seed investment of $2.2 million from Omnivore in February, last year. Milkbasket and Bigbasket (through BBDaily) also operate as a hyperlocal delivery platform in milk-tech space.

Apart from the aforementioned players, foodtech major Swiggy is also eyeing to enter the space with the acquisition of SuprDaily, a Mumbai-based micro-delivery startup.

Unlike pure-play grocery delivery model, micro-delivery platforms inherently have a loyalty factor through milk and other daily essentials. It would be interesting to see how these players turn the business a win-win deal for all stakeholders including farmers and investors.

The development was reported by Mint.