Media & Marketing

E-grocery model: next-level growth

Filed on November 7, 2019
Farm to fork: is now among the top five e-grocers in the UAE

Dubai - recently revealed plans to invest Dh50 million in the UAE and Saudi Arabia over the next two years. Supported by CE-Ventures, the corporate venture capital platform of UAE-headquartered multinational company Crescent Enterprises, the regional expansion is expected to create 1,000 jobs. 

Founded in 2015, is among the world's largest e-commerce platforms for fish and meat, serving one million customers across India, with 45,000 orders per day. 

Following a recent soft launch in the UAE, has seen rapid acceptance for its business model, and is already making more than 1,000 deliveries per day across the country, placing it among the top five e-grocers in the UAE.

The planned investment will further support infrastructure development and user acquisition, including backward integration on farming, with FreshToHome acting as a microfinacier to fishermen and farmers, and working closely with them to deploy the latest technologies to increase yields. The company currently has a food processing and storage facility in Umm Al Quwain, with a production capacity of 30 tonnes a day, and it is looking to add another facility in Dubai.

"'s value proposition of offering 100 per cent fresh fish and meat direct to your doorstep, free of added chemicals and full of flavour, has already resonated well with the UAE's discerning customer base, who want quality and convenience, but in a responsible manner, keeping sustainability at the heart of our direct farm-to-fork sourcing," said CEO and co-founder Shan Kadavil. 

The firm is investing heavily in the GCC market, and aims to be the largest e-commerce fish and meat retailer in the region differentiated by quality and range of the products offered.

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