Direct-to-consumer dairy and daily essentials brand Country Delight has become the latest entrant to the 10-15 minute delivery space. The Gurugram-based company has started quick delivery in some areas in the NCR and is likely to expand it to other cities soon, according to a source.
The company already has a rapid delivery service which delivers dairy products to customers within 30-40 minutes of placing the order.
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A company spokesperson said this service has been live for some months and it is continuously innovating to reduce the time to 10-15 minutes.
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The company started its operations in 2013, primarily focusing on selling milk via a subscription model. Gradually, it added other dairy products and around 2021 listed kitchen staples to increase penetration.
In January, the company secured $20 million in Series E funding, valuing it around Rs 820 million. In October, it secured another $24 million in debt from Alteria Capital.
In FY24, the company, which operates in 25 cities, reported a revenue of Rs 1,380 crore. In FY23, its revenue was estimated around Rs 900 crore.
One of the company’s closest competitor, Tata-owned BigBasket has announced that they have shifted focus from slot-based deliveries to 10-minute delivery.
“We’re not eliminating slotted delivery, but making quick commerce the default option,” Hari Menon, CEO and co-founder of BigBasket, said in August.
While most of Country Delight’s other competitors like Otipy currently work under the slot-based delivery model, it is unclear if it will continue with both the models or shift completely to rapid delivery.
Several other food and grocery delivery platforms have been very bullish on rapid delivery space, which are currently being dominated by Zomato’s Blinkit, Swiggy’s Instamart and Zepto.
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Flipkart has launched Minutes in Bangalore. Amazon has also announced that it is launching the pilot of its quick delivery service in the city.
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