 Country Delight aiming to be profitable by financial year 2023-2024, with the

ambition to be a vertically integrated D2H private label company.

 The company is also hoping to list on the stock exchanges by financial year
2024-2025.

 Started off primarily as a milk delivery platform in 2015, the company has seen
a growth of 2-2.5X annually.

 From a Rs 6 crore turnover in 2017, Country Delight has crossed Rs 1,000

crore in revenues this year.

 Our value proposition is giving fundamentally better and natural products. We

don’t want to look at ourselves as a convenience-driven business or platform.

 Gade said the West and the South regions are also growing, and the company
sees near-equal distribution evolving over the next one year.

 Country Delight has been seeing a 7-10% month-on-month growth in

revenues across geographies.

 As the company works on a subscription model, it boasts of 400,000

subscribers and adding another 15,000-20,000 month-on-month.

 It also has a VIP programme for regular customers through which they can
save up to 30% of their spends by making an upfront payment. They
intend to reach a million subscribers by FY25.
 The company has no ambitions of becoming a super premium brand, but
Country Delight will continue to play in the mass premium segment.

 “We will stand out with the brand, the product quality and then the
convenience.

 As product categories increase, as customers spend more with CD there is

scope for reducing prices, but we don’t plan to become a super premium
brand.

 Country Delight plans to cover 80-90% of the staples category by April

2023.

 At present, roughly 40% of the business is non-milk, which will grow to 60-
70% over the next couple of years as the company keeps increasing its
households and the proportion of business keeps growing.

 In terms of market share, it is fairly small and Gade said the company has
not even scratched the surface.

 “In Delhi-NCR, we are 3-4% of the geography. We plan to reach 10-15%

market share over the next three years across markets in the north.

 We are still new in the south and west, and market share is lesser, but
north itself is a big geography,” he said.

 Going forward, Gade said new product launches and category evaluation
will be a key area of focus.
 “We look at improving the quality from the supply chain point of view and
engaging more with the farmer networks.

 The third area is tech-driven solutions. We run supply chains across 11

states in a very capital-efficient and distribution-efficient manner because we
leverage tech in ways which others don’t,” he said.