Country Delight Expands into quick Delivery Services

Country Delight, a direct-to-consumer dairy and daily essentials brand, has recently ventured into the fast-paced 10-15 minute delivery market. The Gurugram-based company, which started operations in 2013, aims to revolutionize the way daily essentials, especially dairy products, are delivered to customers. The company’s new rapid delivery service is currently available in some areas of the National Capital Region (NCR), with plans to expand to other cities in the near future.

Expansion of Rapid Delivery Services

Previously, Country Delight offered a rapid delivery service that delivered dairy products within 30-40 minutes after receiving an order. However, with the growing demand for faster delivery, the company has focused on reducing delivery times to as little as 10-15 minutes. According to a company spokesperson, this innovation has been ongoing for several months, and the service is expected to become available in more locations soon.

Background and Growth of Country Delight

Since its inception, Country Delight has primarily focused on selling milk via a subscription model, which gradually expanded to include other dairy products. By 2021, the brand began offering a variety of kitchen staples, diversifying its product range to increase market penetration. This move helped Country Delight strengthen its position in the competitive market, offering more value to its customers.

The company recently secured $20 million in Series E funding, valuing it at approximately ₹820 million. In October 2024, Country Delight also secured $24 million in debt from Alteria Capital, which will help finance its expansion and rapid delivery plans. With a presence in 25 cities, Country Delight reported a revenue of ₹1,380 crore in FY24, a significant increase from ₹900 crore in FY23, reflecting the company’s rapid growth.

Competition in the Quick Delivery Space

Country Delight’s entry into the 10-15 minute delivery space places it in direct competition with major players in the food and grocery delivery industry, including Zomato’s Blinkit, Swiggy’s Instamart, Zepto, Flipkart’s Minutes, and Amazon’s pilot quick delivery service in Bangalore. These companies have heavily invested in rapid delivery services, recognizing the high demand for faster, more efficient grocery delivery solutions.

One of the main competitors to Country Delight is BigBasket, a Tata-owned grocery delivery platform. BigBasket has shifted its focus from traditional slot-based deliveries to a 10-minute delivery model. Hari Menon, CEO and co-founder of BigBasket, emphasized in August that the company is not eliminating slot-based deliveries but is instead making quick commerce the default option.

While Country Delight’s competitors like Otipy still follow the slot-based delivery model, it remains to be seen whether Country Delight will adopt both models or entirely focus on rapid delivery services. The company's decision will likely depend on market trends and consumer demand for faster service.

Growth of India’s Quick Commerce Industry

The demand for quick delivery services is rapidly growing in India. According to a report by financial services firm Chryseum, India’s quick commerce industry has seen an impressive 280% growth in gross merchandise value over the last two years. Currently valued at $3.34 billion, the industry is projected to reach $9.95 billion by 2029, highlighting the tremendous growth potential in this market.

As more players enter the quick delivery space, Country Delight’s new service could significantly disrupt the traditional delivery model and cater to the growing need for convenience and speed in the food and grocery sector. With a solid track record in the dairy industry and the backing of significant investment, Country Delight is well-positioned to capture a share of the rapidly expanding quick commerce market.

Future Plans and Market Potential

As Country Delight continues to innovate and expand its delivery capabilities, it is expected to enhance its customer experience by offering faster, more reliable services. The company’s rapid delivery model could set a new benchmark in the Indian quick commerce industry, providing fresh dairy products and essentials to customers in record time.

With significant investment and a clear focus on consumer needs, Country Delight’s expansion into the 10-15 minute delivery market could have a profound impact on the competitive landscape, encouraging other companies to refine their delivery models and speed up their operations to stay relevant in the fast-evolving market.