FreshToHome, a Direct-to-Consumer (D2C) fresh meat and seafood brand, has successfully navigated the intricacies of cross-border expansion. The Singapore-based company, founded by Shan Kadavil and Mathew Joseph, initially set out to extend their Indian success to the UAE in 2019. The founders’ high hopes were put to the test as they grappled with the challenge of finding the right product-market fit in a new region.
Despite an initially optimistic projection of a three-month timeframe to replicate their Indian success in the UAE, the founders soon realized the difficulty of operating in a new cultural and regulatory landscape. Navigating these hurdles required a re-evaluation of their operations and strategies.
After three years of diligent effort and strategic adaptation, FreshToHome has expanded its reach to all seven emirates in the UAE. Their revenue reflects this success, doubling from INR 600 Cr in CY20 to INR 1,100 Cr in CY22, and currently running at an annual revenue run rate of INR 1,300 Cr as of March 2023.
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FreshToHome’s co-founder, Kadavil, shares valuable insights into the company’s successful global expansion. Key to their strategy was identifying a target market with potential for strong brand loyalty, and establishing a unique and attractive competitive advantage.
The company has also learned to adapt to local buying cultures, recognizing the importance of building a strong local support network. In the UAE, this meant overcoming high setup costs through premium pricing and automation, and positioning FreshToHome as a premium brand, in contrast to its mass-market positioning in India.
With ambitious plans to expand into Saudi Arabia and an impressive $104 Mn funding received this year, FreshToHome’s success story provides a valuable roadmap for other D2C startups looking to venture into global markets.
This article is based on the Inc42 feature “How D2C Brand FreshToHome Cracked Product Market Fit in UAE To Reach INR 1,300 Cr ARR In 3 Years?”
