Amazon’s India Focused Fund To Invest $104 Mn In FreshToHome

The Bengaluru-based FreshToHome now has the financial backing of Amazon. Through its India-focused Smbhav Venture Fund, Amazon has made $104 mn series D funding.  The 2015 incubated FreshToHome sells fresh fish and meat to consumers in South Asia and Middle East. FreshToHome would be a right fit for Amazon, which of late has expanded to the grocery and fresh category leveraging on its logistics infrastructure in South Asia. During its first phase of funding two years back, FreshToHome, raised $121 mn from Investment of Corporation of Dubai, IronPillar, Ascent Capital and US Government’s DFC. FreshToHome is one of the largest players in the $ 100 billion Indian fish and meat market. The size of the market indicates that India is not just a vegetarian country. FreshToHome plans to change the existing market set-up, run on age-old systems. The company proposes to bring in better efficiency by first streamlining the sourcing infrastructure of meat and fish. This will be backed by improved quality of produce and delivery time by using its own processing plants and vast supply chain network. “Customers ordering fish from Delhi to Dubai on a Monday, get their purchases delivered the latest by the next day,” says Shan Kadavil, co-founder and CEO of FreshToHome.  The company today serves over 4,000 fishers and farmers and millions of customers in over 160 cities in India and UAE.