True, the pandemic led by Covid-19 has altered an excessive amount of too quickly and the altering shopper conduct for nearly all the things they’re consuming isn’t any secret right this moment. The nation has been incomplete after which partial sequence of lockdowns for greater than a 12 months now and this has made shoppers extra accustomed to challenges in meals and grocery purchasing. With entry to most offline shops blocked for a substantial time period, the main focus has now shifted largely on app-based deliveries of groceries and greens and even within the meat and seafood class now. This has given a push to quite a lot of new entrants within the section.

India is predominantly a non-vegetarian nation with 71 % of Indians over the age of 15 being non-vegetarians, and the nation consumes meat value US$ 30 billion every year. Whereas most of this demand has been dealt with by unorganized native markets, it is rather lately that start-ups have began coming into this section providing contemporary meat and seafood on to the shoppers.

In response to Redseer, India’s meat market was value Rs 330K crore in 2019 and is prone to attain Rs 460K+ crore by 2024, rising at a CAGR of ~6.5 %.

The broader meat market has been largely unorganized with manufacturers like Licious, Meatigo, FreshToFarm, and so forth., rapidly gaining prominence courtesy of their vertically built-in provide chains with excessive bars on high quality. Additionally, these start-ups are innovating to supply their shoppers a variety of merchandise, particularly, in ready-to-cook/ ready-to-eat, do-it-yourself (DIY) meals, and grilled and marinated merchandise. They’ve focused the buyer pain-points related to buying meat from native butchers and are providing meat that’s cleaned, is with none stain of blood, has a negligible odor, is of top of the range, wealthy in dietary advantages, and is good for city, younger, working shoppers. The net meat section has grown 2.5-3x since Covid and this has given the start-ups within the section a much-needed push.

Moreover, what’s working for these manufacturers is working within the direct-to-consumer enterprise mannequin since shoppers right this moment are extra inclined in direction of manufacturers partaking immediately with them. In actual fact, traders too are bullish on this section and are investing in these D2C start-ups. Listed here are the D2C start-ups ruling the moist market throughout the nation.



Licious was based in 2015 by Vivek Gupta and Abhay Hanjura with an goal to resolve the meat conundrum. It’s one among India’s most disruptive shopper manufacturers on this class and has clocked a 3,000 % YoY progress since its inception whereas its income elevated 75 % from Rs 78.96 crore in FY2019 to Rs 138 crore in FY2020.

What helped the start-up scale quicker is proudly owning the whole provide chain and it led Licious to document a 6x income progress throughout the pandemic. The model went from 100 orders per day in 2015 to over 20,000 orders in 2021. The net meat start-up can also be exploring an abroad launch with an entry in southeast Asian markets whereas organising offline shops in India to develop its buyer base and generate further income streams.

Vivek Gupta maintained, “There are a lot of firms in frozen meat however to unravel the demand for contemporary meat is exclusive to Licious. We’ve got the aspiration to take the enterprise outdoors the nation. Even from a world standpoint, it’s related that we all know the way to crack a contemporary meat provide chain to the shoppers’ doorstep. That proposition is true wherever we function due to the availability chain, back-end operations, stock administration of perishable SKU (inventory retaining unit), and the 24-hour farm-to-fork provide chain we’ve constructed round contemporary meat.”

The D2C model raised US$ 192 million as a part of its Collection F spherical in July this 12 months, led by the Singapore authorities’s funding firm Temasek, and Multiples Personal Fairness.



Meatigo is a web based meat and seafood supply platform that delivers contemporary and finest merchandise at doorsteps. It began operations in 2017 from Gurugram and later expanded to Delhi-NCR, Mumbai, Pune, Bengaluru, Hyderabad, and Kolkata over the following three years.

“We ship farm-fresh meat and chilly cuts to the doorstep inside 120 minutes of ordering. We be sure that our merchandise ought to stand pleased with all high quality, selection, security, and hygiene parameters. We function varied hygienic state-of-the-art processing, the place all meats are additional examined for microbial counts and high quality earlier than it’s processed additional at our services, cleaned, after which packed in vacuum packed to make sure most security and freshness. We supply our poultry merchandise from licensed and licensed provide companions who’ve their community farms. Our packaging and supply additionally go below varied testing processes, retaining the meats below temperature management,” asserted Siddhant Wangdi, Founder, Meatigo.

The D2C start-up has a buyer base of 150,000 on software, with an 85 % repeat price in three years, and has registered month-to-month order volumes of 40,000 to 50,000 in 2020. Meatigo plans to lift exterior funding within the new fiscal. It presents over 150 merchandise, together with meats (rooster, mutton, pork, and buff), bacon, deli meats, fish and seafood, spreads, momos, burger patties, and ready-to-cook marinades.



Bengaluru-based meat, fish, and contemporary produce e-tailer FreshToHome was based in 2015 by Shan Kadavil and Mathew Joseph. The beginning-up is at present current in 28 cities together with metros and can develop to 56 cities with a complete of 100 shops within the subsequent 12 months.

Shan Kadavil stated, “Offline presence and the entire touch-and-feel expertise is vital and lends a private contact. Our offline growth will likely be a mixture of each standalone in addition to multi-branded shops. The second wave was harsh however not like the primary wave, we had been operationally prepared.”

Whereas the lockdown was a difficult section for the model, it witnessed a 40 % progress in enterprise in Covid occasions. The beginning-up delivers practically 2 million orders each month. FreshToHome at present sells near 25,000 tonnes of produce a 12 months. Meat and fish represent round 70 % of its product portfolio and the model entered into the contemporary fruits and vegetable class in 2019.

FreshToHome bagged a US $ 121 million Collection C funding spherical led by Funding Company of Dubai (ICD) – the principal funding arm of the Authorities of Dubai, Investcorp and Ascent Capital, DFC, the Allana Group, and different traders, in 2020. It’s seeking to improve its turnover from Rs 650 crore to Rs 1,200 crore within the present monetary 12 months.



Zappfresh is a web based meat retailer primarily based in Gurugram. Based in 2015 by Deepanshu Manchanda and Shruti Gochhwal, the model below DSM Contemporary Meals Pvt Ltd sells contemporary rooster, mutton, and seafood and ready-to-cook, and ready-to-eat meals and delivers practically 2,000-2,500 orders a day, with a median ticket measurement of Rs 600.

The beginning-up follows the farm-to-fork mannequin to supply contemporary meat the identical day. Zappfresh procures its meat and fish from native farms, processes them at hygienic and well-maintained crops, and customizes items earlier than delivering them to the client on the earliest.

The net meat retailer plans to lift Rs 100 crore in a contemporary spherical to develop its attain, workforce and increase know-how. It had final raised Rs 16 crore in a spherical led by Amit Burman, chairman of shopper items agency Dabur in 2019. Zappfresh claims to have 4x year-on-year income progress. It at present delivers throughout Delhi, Ghaziabad, Gurugram, Faridabad, Noida, Chandigarh, Mohali, Panchkula, and Jaipur.



Launched by Nishanth Chandran in 2016, TenderCuts is an omnichannel and tech-driven model that gives freshly lower meat and seafood to clients by its neighborhood shops, which cater to each walk-in clients and web shoppers. The model began operations in Chennai and Hyderabad and really lately entered Bengaluru and is planning to strengthen its presence within the metropolis within the coming months.

In July, TenderCuts raised Rs 110 crore in a spherical led by Paragon Companions, a mid-market PE fund with participation from Nabventures, an agri-food tech VC fund backed by NABARD. This spherical additionally provides the corporate the benefit of NABARD’s community of over 5000 plus farmer producer organizations which incorporates over 1 million farmers.

“Since our first launch in Chennai in 2016, our expertise has been nothing in need of extraordinary. We’re humbled by the response we’ve obtained from our clients, which has helped us to develop and develop into some of the most popular manufacturers for the acquisition of hygienic meat and seafood. We course of our orders in compliance with WHO and FSSAI requirements, and the order is delivered inside two hours after the preliminary lower, to make sure that our clients are assured of freshly lower meat and seafood at any level of time,” maintained Nishanth Chandran.

The model has 80-90 SKUs within the RTC class, in comparison with 45-50 within the pre-pandemic interval. Beginning with a income of Rs 6 crore in 2016, the model grew to Rs 18 crore in 2017, Rs 50 crore in 2018, and Rs 150 crore in 2020.



Gurugram-based on-line contemporary fish and seafood retailer Jalongi was based in early 2018 by Dippankar S Halder with operations in Kolkata and it late expanded to the Delhi-NCR area in 2019.

The model is anticipating a large progress and growth within the aftermath of Covid-19 with the general surge within the on-line grocery retail house. Jalongi is anticipating a 5 occasions leap in its turnover to Rs 15-18 crore within the present monetary 12 months, from Rs 3.2 crore within the monetary 12 months 2019-2020.

The model plans to lift as much as Rs 70 crore institutional funds within the coming months for market growth, and construct the know-how for scaling up the operations. Up to now, Jalongi has raised Rs 1 crore funds from angels final 12 months.

Jalongi presents seasonal and native favorites, together with prawn, mackerel, pomfret, rohu, catla, hilsa, tuna, trout, and premium objects like salmon and squid crab, lobster, reef cod, child octopus, and so forth. The model handpicks merchandise from its community of coastal farmers and village-level companions, following which they’re cleaned, lower, processed, and packaged at Jalongi’s personal distribution facilities, transported in self-owned chilly chains, and door-delivered to clients in seven cities throughout India.

The model expanded operations to succeed in Mumbai, Pune, Bangalore, and Hyderabad in 2020 and can quickly launch in Chennai and Ahmedabad.

Jalongi claims to have recorded gross sales of Rs 10 crore in 2020 and is taking a look at closing this fiscal 12 months at Rs 12 to Rs 15 crore and is projecting a turnover of Rs 60-80 crore by 2022.



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