Harbinger Of '100% Fresh, 0% Chemicals' Meat Having started from less than ten cities, the Kadavil-led startup has scaled to 160+ cities across India and UAE.

By Paromita Gupta

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Shan Kadavil, CEO and Co-Founder, FreshToHome

FreshToHome, a D2C fresh fish and meat platform, was established in 2015 by Shan Kadavil and Mathew Joseph. However, the foundation of it was laid back in 2012 through Joseph's previous venture SeatoHome. "Although due to lack of tech infrastructure, SeatoHome did not scale, we could gauge the pulse of consumer sentiment and understand there was a large market appetite for players who could bring technology and clean meat together at affordable pricing," shares Shan Kadavil, CEO and Co-Founder, FreshToHome.

How has their journey been so far? "As a D2C player in the branded food space segment, FreshToHome disrupted the supply chain by eliminating intermediaries and ensuring that maximum benefit is passed on to our stakeholders. We are able to do this because we control sourcing, which is also a key differentiator that sets us apart from others in the industry," shares Kadavil. Typically, non-coastal fish consumers get fish that is at least 3-4 days old and are laden with chemicals. FreshToHome has mastered meat accessibility and can reduce the cost-tocustomer cycle to less than 36 hours.

Having started from less than ten cities, the Kadavil-led startup has scaled to 160+ cities across India and UAE. In 2019, it entered the GCC region. In 2020, it launched FTH Daily in Bangalore, Hyderabad and Pune for delivering fresh vegetables and milk, in 2022, launched Clean Label, India's first preservativefree frozen snacks. Kadavil fels that about 90% of Indians buy from brick and mortar stores, and offline retail is crucial to growth. In 2022, it turned 'Profitcorn'. In 2025, it is looking at an IPO.


Online platform resulting in maximum revenue: Website/App

Turnover for FY 2022-23: Rs 1100 crore

Year of Inception: 2015

Team size: 5000+ (direct and indirect)

Customer Repeat ratio: 86%

Amount of external funding raised - $256M

Paromita Gupta

Features Writer with Entrepreneur India

Covering news and trends in AI and Metaverse segments. An avid book reader running her personal blog on the side. You may reach me at paromita@entrepreneurindia.com. 

Related Topics

News and Trends

Figr Raises $250,000 In Pre-Seed Funding

In an official release the company said it plans to use the new capital to grow its engineering team and continue to evolve its product to solve different parts of the design process


Survival Kit for Solopreneurs: 5 AI Tools to Maximize Productivity

The entrepreneurial journey is not a straightforward one. Rather it requires the founder to don multiple hats for marketing, sales, ideation, content curation, and raising funds. Solopreneurs of today are being molded to lead the businesses of tomorrow. And they do require some helping hands in the form of artificial intelligence.

Thought Leaders

An Accountability Partner Makes You Vastly More Likely to Succeed

Simply explaining what you're doing to someone you respect is a powerful way to staying on track and avoiding impulsive decisions.

Starting a Business

5 Solopreneur Mindset Shifts and Why They're Critical to Your Success

As a solopreneur, don't reinvent the wheel or start from scratch. You are here because you have two things: an idea and passion.

Growth Strategies

6 Ways To Improve Your LinkedIn Presence

If we had to pair social media platforms with professions they benefit or boost best, then we would club Instagram with photographers and videographers, and TikTok with dancers and singers, similarly Linkedin would pair best with businesses and entrepreneurs.

Starting a Business

16 Accelerators Designed to Fast-Track Small Business Founder Success

If you want to start up, level up, or scale up, look into these accelerator programs being offered by the big businesses on our Champions of Small Business list.