Gurugram-based direct-to-consumer dairy and daily essentials brand, Country Delight, has ventured into the fast-growing instant delivery sector. According to multiple sources familiar with the development, the company has launched a pilot for a 10-15 minute delivery service in Gurugram, with plans for expansion to other cities in the coming months.
Currently, Country Delight operates in over 25 cities across India, including Delhi NCR, Bengaluru, Chennai, Mumbai, Pune, Hyderabad, Jaipur, Kolkata, and Nashik. Its new instant delivery service will be available from 6 AM to 9 PM, offering nearly all products that are available through its regular delivery model.
Founded by Chakradhar Gade and Nitin Kaushal, Country Delight has built a strong presence in the dairy and daily essentials space, offering products such as dairy, bakery goods, poultry, and farm produce. The company sources its products directly from dairy farms, serving over 1.5 million customers across the country.
The move into instant delivery aligns with the evolving landscape of quick commerce. Country Delight’s entry into the space mirrors BigBasket’s shift from traditional slot-based deliveries to a more rapid, on-demand model. By entering this competitive arena, Country Delight will be directly competing with established players like Zepto, Blinkit, Swiggy Instamart, Flipkart Minutes, and Amazon Tez.
In FY24, Country Delight achieved a revenue of Rs 1,380 crore, up significantly from Rs 900 crore in FY23 and Rs 542.6 crore in FY22. With these impressive growth numbers, the company is on track to reach unicorn status, with a current valuation of around $820 million. Country Delight has raised approximately $200 million to date, including a recent Rs 200 crore ($24 million) debt round from Alteria Capital. The company is reportedly in talks with SoftBank to raise an additional $50-70 million soon.
As Country Delight navigates its way into the instant delivery space, it will be interesting to see how it balances its existing model with the new quick commerce offering.
