Let’s rewind to 2014.

 

Shan Kadavil, CEO of Zynga in India, is all set for his seafood order from SeaToHome, a platform he had been loyally using for years. But this time, something’s off—the website has been taken down!

 

So, he reaches out to Matthew Joseph,  founder of SeaToHome. 

 

Figuring out that Matthew did not have the technical know-how or resources to keep the website running, Shan flies down to Kochi to meet him. 

 

They share a vision: a tech-enabled solution that could scale the fresh seafood and meat business while maintaining top-notch quality.

 

The following year, they launched FreshToHome with Shan as Co-Founder & CEO.

 

What started as a small operation in 2015 has come a long way, first with selling seafood and then expanding horizons to meat, packaged foods, and now vegetables!

 

🔷 10 Mn+ App Downloads

🔷 160+ Cities (154 In India and 6 in the Middle-East)

🔷 5 Mn+ Products Delivered Each Month

🔷 INR 1083 Cr Revenue In FY22

 

The Game Changer – Harvest-To-Home Model Of FreshToHome!

What Shan did back in 2015 was nothing short of genius.

 

Dealing with perishables, seasonal availability, and a fragmented market is a nightmare for most entrepreneurs. But FreshToHome tackled these challenges head-on, focusing on procurementlogistics, and technology.

 

A Tech-Enabled Fishnet

 

They launched an app for fishermen, what?

 

Imagine this: a fisherman takes photos of his fresh catch and uploads them to the FreshToHome app, adding details like weight and price.

If FreshToHome accepts the offer, the fisherman gets a green signal; if not, it’s red. Easy-peasy! And the best part?

 

There’s no leftover catch for the next day, ensuring a win-win!

 

This system allowed FreshToHome to procure top-notch seafood directly from over 3,000 fishermen across 400 harbours, and it’s now expanded to 40 collection centres in India alone.

 

 

Shan Kadavil, FreshToHome CEO holding a fish

 

 

This approach eliminated the middleman markup, reportedly making FreshToHome products 15-20% more affordable than other retailers.

 

Predictive Analysis On Loop

 

FreshToHome’s secret sauce lies in its smart use of customer data. By analysing customer purchase patterns and search intent, they predicted demand trends like a pro!

 

This meant less wastage, more inventory efficiency, and product lines that hit home with local preferences.

 

Their expansion wasn’t just guesswork—it was data-driven

 

Cold Play Via Cold Trucks

 

When dealing with fish, meat, and other perishables, freshness is everything.

 

FreshToHome pulled this off through a well-oiled cold chain logistics system. Temperature-controlled trucks ensure doorstep delivery within 24-36 hours of harvest.

That’s no easy feat when you’re delivering over 25,000 tonnes of fresh food across India and the UAE!

 

With predictive analysis, a tech-driven supply chain, and strong logistics, FreshToHome built a robust system!

 

But, Isn’t Cold Chain Logistics Expensive?

It’s not just expensive – it’s very expensive.

 

Till date, FreshToHome has raised a total of ~ INR 1700 Cr in 8 funding rounds, the largest of which was ~ INR 900 Cr. These funds helped bolster the supply chain and drive aggressive expansion, both online and offline.

 

Once the cold chain logistics set up was in place, Shan strategically expanded into other product lines, such as vegetables and packaged food products, that run on the same supply chain infra.   

 

That’s a smart move, eh?

 

But Shan did not stop there, he went on to dedicate a share of these funds to brand building and marketing campaigns. From aggressive influencer marketing to running an IPL ad campaign, FreshToHome for sure was seen by millions of people!

 

Although Fresh-To-Home is yet to break even, its revenue is surging YoY.

 

 

Financials of FreshToHome from FY20 to FY22

 

 

The Road Ahead For FreshToHome

In conclusion, FreshToHome’s growth playbook is simple but powerful—eliminate middlemen, ensure quality through technology, scale through strategic expansion, and focus on quality.

 

Shan has hinted at entering newer international markets and strengthening their ready-to-eat segment. He is also eyeing an IPO in 2027!

 

Until the next one!