Three people with knowledge of the development claim that Gurugram-based Country Delight, a direct-to-consumer dairy and daily essentials brand, has entered the instant delivery market.

According to people familiar with the company's strategy, Country Delight has started a pilot program for its 10–15-minute delivery service in Gurugram and plans to roll it out to more cities in the upcoming months.

Country Delight is currently available in over 25 Indian cities, including Bengaluru, Chandigarh, Delhi NCR, Chennai, Mumbai, Pune, Hyderabad, Jaipur, Kolkata, and Nashik, to name a few.

Now operating from 6 AM to 9 PM, the instant delivery service offers almost all of the products offered by its regular delivery service.

Chakradhar Gade and Nitin Kaushal founded Country Delight, which offers its clients a variety of dairy products, baked goods, poultry, and farm produce. The company serves 1.5 million customers and sources its products directly from dairy farms.

The launch of Country Delight into the quick commerce space is reminiscent of BigBasket's shift from slot-based delivery to a full-fledged emphasis on expedited delivery. It will be interesting to observe if Country Delight maintains its current delivery-speed model.

The company will face competition from companies such as Zepto, Blinkit, Swiggy Instamart, Flipkart Minutes, and Amazon Tez with these products.

According to a report by The Arc, Country Delight reported revenue of 1,380 crores for the fiscal year FY24. Its revenue for FY23 was projected to be approximately 900 crore, up from 542.6 crore in FY22.