Country Delight is a prominent Indian tech-based D2C company specialising in subscription-based delivery of dairy products and other daily essentials like cow and buffalo milk, clarified butter, cottage cheese, bread, eggs, fruits, vegetables and groceries. All the products are tested and certified to ensure the best quality. Founded in the year 2015, Country Delight has disrupted the way consumers get access to dairy products and other daily essentials by eliminating middlemen, poor quality control and adulteration. The company’s direct-to-consumer model is supported by a full-stack supply chain, technology and real-time monitoring. It holds 2-3% share in the organised milk segment, serving over 30,000 houses and fulfilling nearly 10 million orders monthly. Country Delight has grown rapidly in the urban market, particularly among health-conscious consumers. Wondering about a dairy based startup expanded to become a prominent D2C brand? What is its business model? How does it generate revenue? A proper analysis of the company is in order to answer these questions.
Business Model: Farm-To-Home D2C with Vertical Integration
Country Delight operates a farm-to-home business model wherein the middlemen are eliminated through direct sourcing from farmers. The company works directly with over 5000 rural dairy and other kinds of farmers. Fair prices are offered to the farmers, including premiums for higher milk production and ethical practices. Moreover, faster payouts improve the working capital of the farmers.
Milk and other products are tested for quality right at the source using AI-powered tools. The checks cover over 140 parameters, including purity, fat content, urea, antibiotics, artificial hormones and detergents. All the items are lab-certified and traceable through blockchain-esque monitoring.
Country Delight operates regional chilling centres near farms to ensure swift post-harvest cooling. Transportation is carried out through a fleet of over 1500 IoT-enabled vehicles for real-time temperature monitoring during transit. Micro-fulfillment centres act as storage and dispatch points. Deliveries are completed between 4am to 7am to guarantee freshness.
Technological backbone of the company is its proprietary mobile application. The mobile app lies at the core of customer engagement and order management. Customers use the mobile app to select flexible subscription plans, place orders, track orders and make payments. Furthermore, the app provides personalised recommendations based on user behaviour and also fetches batch-specific milk quality reports.
Delivery is completed within 36 hours of placing an order. A network of over 6000 delivery personnel carry out early morning doorstep deliveries to households in 18 cities across 11 states in India.
| Company | Country Delight |
| Establishment Year | 2015 |
| Founder | Chakradhar Kaushal, Nitin Gade |
| Headquarters | Gurugram, Haryana, India |
| Industry | D2C |
| Net Worth | $820 million |
| Revenue In 2024 | $164 million |
How Does Country Delight Makes Money?
1. Subscription Model
Country Delight earns a majority of its revenue through subscription fees for recurring deliveries. The customers subscribe to plans for daily or weekly deliveries of fresh milk, dairy products and other products in customisable quantities. The plans range from basic milk subscriptions to bundled grocery packs.
80-90% of the orders come from daily or weekly subscriptions. Recurring revenue generated by the subscription model creates a high customer lifetime value and a predictable cash flow.
2. One-Time and Add-On Purchases
Country Delight generates revenue through one-time purchases of milk, curd, cottage cheese, bread, eggs, fruits, vegetables, cold-pressed juices, pulses, spices and other products by non-subscribers. Furthermore, customers often add extra products to their milk or grocery subscriptions.
Products sold without subscriptions or as add-ons are available at slightly higher retail prices than local vendors but lower than premium brands.
Revenue Growth and Financial Snapshot
Country Delight’s revenue for the fiscal year 2018 was INR 19 crore. It has grown steadily over the years to reach a revenue of INR 1380 crore in FY24, with a year-over-year growth of 46%. While milk subscriptions remain the company’s core revenue source, it has diversified its revenue model by including other products like bread, eggs, vegetables, high-margin items like A2 ghee/organic paneer/cold-pressed juices, festive sweets, special packs and more.
Country Delight has scaled rapidly, driven by venture funding. The company has raised over $221 million from investors, including $108 million Series D in May 2022 and INR 212.5 crore Series E in March 2025. Major investors include Elevation Capital, Tamasek, Orios Ventures, Venturi Partners and Matrix Partners.
Average gross margins of the company range between 35-50%. LTV per user is INR 6,000-10,000.
