{"id":2165,"date":"2023-05-16T12:21:33","date_gmt":"2023-05-16T06:51:33","guid":{"rendered":"\/blog\/?p=2165"},"modified":"2023-05-16T12:32:57","modified_gmt":"2023-05-16T07:02:57","slug":"d2c-brand-freshtohome-cracked-product-market-fit-uae-reach-inr-1300-cr-arr-3-years","status":"publish","type":"post","link":"\/blog\/d2c-brand-freshtohome-cracked-product-market-fit-uae-reach-inr-1300-cr-arr-3-years\/","title":{"rendered":"How D2C Brand FreshToHome Cracked Product Market Fit In UAE To Reach INR 1,300 Cr ARR In 3 Years?"},"content":{"rendered":"

Half way through 2019, FreshToHome\u2019s cofounders Shan Kadavil and Mathew Joseph decided to expand their D2C fresh meat and seafood brand to the UAE. However, all their projections came to a staggering halt when they realised that cracking the code to the product-market fit in the region would not be as easy as they thought.<\/p>\n

Given that FreshToHome was a leader in their category in India, the cofounders got too optimistic that they could achieve the same success in the UAE within a span of just three months. On the contrary, it took more than a year before revenues started pouring in from the region.<\/p>\n

Now, almost after three years of cross-border operations, the company has already expanded to all seven emirates in the UAE. The Singapore-headquartered company also saw a two-fold rise in its revenues between CY20 and CY22. It earned a total revenue of INR 600 Cr in CY20, which grew to INR 1,100 Cr in CY22. It is currently running at an annual revenue run rate of INR 1,300 Cr for the month of March 2023.<\/p>\n

\u201cHere, the UAE contributes 12% of our total revenues. Including the seven emirates in the UAE and the 150+ cities in India, we are currently operationally profitable at the city level (excluding our overhead costs) by 7%-8%, which is rare in our category,\u201d Kadavil said.<\/p>\n

The India numbers reported for the company are quite different though. As Kadavil explains, the company follows a marketplace structure like Flipkart and Amazon. This makes it difficult to portray the correct numbers in India filings, which come down to usually 4% of its total revenue.<\/p>\n

\"\"<\/a><\/p>\n

Shan Kadavil, CEO and Co-Founder, FreshtoHome<\/p>\n

<Read More><\/a><\/p>\n

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 <\/p>\n","protected":false},"excerpt":{"rendered":"

Half way through 2019, FreshToHome\u2019s cofounders Shan Kadavil and Mathew Joseph decided to expand their D2C fresh meat and seafood brand to the UAE. However, all their projections came to a staggering halt when they realised that cracking the code to the product-market fit in the region would not be as easy as they thought. […]<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[4,322,323],"tags":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p79bGN-yV","jetpack-related-posts":[{"id":2136,"url":"\/blog\/d2c-meat-startup-freshtohome-raises-104-mn-funding-build-omnichannel-presence\/","url_meta":{"origin":2165,"position":0},"title":"D2C Meat Startup FreshToHome Raises $104 Mn Funding To Build Omnichannel Presence","date":"March 6, 2023","format":false,"excerpt":"D2C meat and fish brand FreshToHome has raised $104 Mn in a Series D funding round led by Amazon Sambhav Venture Fund. The round also saw participation from E20 Investment, Mount Judi Ventures, as well as existing investors such as Investcorp, among others. FreshToHome will use the fresh funding to\u2026","rel":"nofollow","context":"In \u201cFunding\u201d","img":{"alt_text":"","src":"\/blog\/wp-content\/uploads\/2023\/03\/Shan-Kadavil_New-300x200.jpg","width":350,"height":200},"classes":[]},{"id":2143,"url":"\/blog\/ex-uae-residents-freshtohome-portal-nets-amazon-104m-fund-round-gets-ready-saudi-arabia\/","url_meta":{"origin":2165,"position":1},"title":"Ex-UAE resident\u2019s FreshToHome portal nets Amazon in $104m fund round, gets ready for Saudi Arabia","date":"March 7, 2023","format":false,"excerpt":"\u00a0 Shan Kadavil, CEO and Co-Founder, FreshtoHome\u00a0 Dubai: FreshToHome, a direct-to-consumer portal selling fish and meat started by an ex-UAE resident, has hooked $104 million in its latest funding round, which is led by Amazon. Existing contributors such as Investment Corporation of Dubai, ADQ and Bahrain\u2019s Investcorp added to their\u2026","rel":"nofollow","context":"Similar post","img":{"alt_text":"","src":"\/blog\/wp-content\/uploads\/2023\/03\/Shan-Kadavil_2_New-300x225.jpg","width":350,"height":200},"classes":[]},{"id":2167,"url":"\/blog\/shahnawaz-kadavil-freshtohome-makes-perfect-catch\/","url_meta":{"origin":2165,"position":2},"title":"Shan Kadavil of FreshToHome makes perfect catch","date":"May 16, 2023","format":false,"excerpt":"Researching for an interview with FreshtoHome CEO and Co-Founder Shahnawaz Kadavil is a bit like preparing for a story on actor Shah Rukh Khan. What does one ask someone when nearly every aspect of their professional success has been covered by the media? So, we talked about fishing, a childhood\u2026","rel":"nofollow","context":"In \u201cFish\u201d","img":{"alt_text":"","src":"\/blog\/wp-content\/uploads\/2023\/03\/Shan-Kadavil_New-300x200.jpg","width":350,"height":200},"classes":[]},{"id":2126,"url":"\/blog\/will-not-participate-10-minute-15-minute-delivery-race\/","url_meta":{"origin":2165,"position":3},"title":"\u2018We will not participate in the 10-minute or 15-minute delivery race\u2019","date":"June 30, 2022","format":false,"excerpt":"Shan Kadavil, Co-Founder, FreshtoHome The online meat ordering and delivery market in India has been growing in leaps and bounds over the last few years, with the coronavirus pandemic giving the startups in the segment a major boost. D2C meat and seafood startup FreshToHome, which completed its last fundraising at\u2026","rel":"nofollow","context":"In \u201cNews\u201d","img":{"alt_text":"","src":"\/blog\/wp-content\/uploads\/2022\/03\/sir_pic1-1-300x206.png","width":350,"height":200},"classes":[]},{"id":2092,"url":"\/blog\/freshtohome-unveils-expansion-plan-2022-karnataka-2\/","url_meta":{"origin":2165,"position":4},"title":"FreshToHome Unveils Expansion Plan for 2022 in Karnataka","date":"March 24, 2022","format":false,"excerpt":"Shan Kadavil, Founder, FreshtoHome Bengaluru:\u00a0After successfully making its presence felt across the country, FreshToHome shows no signs of slowing down and continues to expand its wings. The world\u2019s largest fully integrated online brand in fresh fish and meat e-commerce is all set to reinforce its market presence by making available\u2026","rel":"nofollow","context":"In \u201cExpansion\u201d","img":{"alt_text":"","src":"\/blog\/wp-content\/uploads\/2022\/03\/sir_pic1-2-300x206.png","width":350,"height":200},"classes":[]},{"id":2100,"url":"\/blog\/freshtohome-expand-maharashtra\/","url_meta":{"origin":2165,"position":5},"title":"FreshToHome to expand in Maharashtra","date":"March 24, 2022","format":false,"excerpt":"FreshToHome, fully integrated online brand in fresh fish and meat e-commerce, plans to make available its product offerings in over 10 cities and enabling the setup of 25 new Powered-By- FreshToHome stores in Maharashtra. Freshtohome is available in Kolhapur, Nashik, Aurangabad, Pune, Navi Mumbai, Mumbai, Ahmednagar, Sangli, Satara & Karad.\u2026","rel":"nofollow","context":"In \u201cExpansion\u201d","img":{"alt_text":"","src":"\/blog\/wp-content\/uploads\/2022\/03\/HT_Image-300x251.png","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"\/blog\/wp-json\/wp\/v2\/posts\/2165"}],"collection":[{"href":"\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/blog\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"\/blog\/wp-json\/wp\/v2\/comments?post=2165"}],"version-history":[{"count":1,"href":"\/blog\/wp-json\/wp\/v2\/posts\/2165\/revisions"}],"predecessor-version":[{"id":2166,"href":"\/blog\/wp-json\/wp\/v2\/posts\/2165\/revisions\/2166"}],"wp:attachment":[{"href":"\/blog\/wp-json\/wp\/v2\/media?parent=2165"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/blog\/wp-json\/wp\/v2\/categories?post=2165"},{"taxonomy":"post_tag","embeddable":true,"href":"\/blog\/wp-json\/wp\/v2\/tags?post=2165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}