Exclusive: Country Delight enters the quick commerce fray

Gurugram-based direct-to-consumer dairy and daily essentials brand Country Delight has entered the instant delivery space, according to three sources aware of the development.

Country Delight has launched a pilot for its 10-15 minute delivery service in Gurugram, and is expected to expand to other cities in the coming months, said sources privy with the company’s plan.

Team Entrackr has independently verified this development. 

Currently, Country Delight operates in more than 25 Indian cities, including Delhi NCR, Bengaluru, Chandigarh, Chennai, Mumbai, Pune, Hyderabad, Jaipur, Kolkata, and Nashik, among others.

The instant delivery service is currently available from 6 AM to 9 PM and offers nearly all products available under its regular delivery service.

Launched by Chakradhar Gade and Nitin Kaushal, Country Delight provides a range of dairy products, bakery goods, poultry, and farm produce to its customers. The company sources its products directly from dairy farms and caters to 1.5 million customers.

Country Delight's entry into the quick commerce space mirrors BigBasket's transition from slot-based deliveries to a full-fledged focus on quick deliveries. It will be interesting to see if Country Delight continues with its current model while also offering quick delivery. 

With these offerings, the firm will also compete with players like Zepto, Blinkit, Swiggy Instamart, Flipkart Minutes, and Amazon Tez.

For the fiscal year FY24, Country Delight posted a revenue of Rs 1,380 crore, according to a report by The Arc. In FY23, its revenue was estimated at around Rs 900 crore against Rs 542.6 crore in FY22.

Country Delight is close to becoming a unicorn, as it was valued at around $820 million in its last equity round. The soonicorn has raised around $200 million to date, and recently secured Rs 200 crore ($24 million) in debt from Alteria Capital. The company is reportedly in talks with SoftBank to raise $50-70 million in a new funding round.