FreshToHome, an Indian startup that serves over 4,000 fishermen and farmers as well as millions of clients in over 160 locations throughout India and the UAE, has attracted a new investor: Amazon. The government of Dubai and Iron Pillar also participated in the $104 million Series D investment round in the Bengaluru-based business, which also counts the American government’s development agency among its supporters. The current round brings FreshToHome’s total funding to more than $250 million. FreshToHome, founded in 2015, is one of the most prominent firms vying for a piece of the $100 billion Indian fish and meat market. It is bringing efficiency to the market by simplifying the meat and fish procurement infrastructure and enhancing produce quality and delivery time through its own stringent processing plants and huge supply chain network. The wet market controls the majority of meat and fish sales in India, allowing shoppers to scrutinise each item before reaching for their wallet. FreshToHome has taken seven years to build its competitive moat, and one of the most difficult hurdles has been creating trust with clients.

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