Disrupting The On-Demand Meat Delivery Market, Gurugram-Based ‘Meatigo’ Offers Better Quality Meat
Backed by digitisation and growth, both in online buyer base and spending, Indian online food industry is growing very fast.
The growth has gained the interest of the investors and between 2014 to H1 2019, total funding raised by food tech startups reached $2.93 Billion.
Though the growth rate is stunning, the sector has always faced concerns regarding variety, quality, hygiene and safety.
This story is about one such startup that started with a vision to provide better quality food products to its customers.
Today’s story is about an Indian food-tech startup that offers and delivers, on-demand meat and seafood within 120 minutes of ordering.
Startup Story: Meatigo | On-Demand Meat Delivery Startup
Started by Siddhant Wangdi in 2017, Meatigo is a Gurugram-headquartered on-demand meat and seafood delivery platform.
A one-stop destination to cater to every kind of meat lover in India,
Meatigo ensures quality, variety, hygiene and safety from farm to fork.
The startup also offers a wide range of residue-free meats and fresh cold cuts to meat lovers in India.
How Meatigo Started?
While working at Tata Administrative Services (TAS), Siddhant Wangdi, for work purpose, travelled to Thailand, Singapore, and other countries.
And during that time, Siddhant was exposed to quality meat products, which were opposite to what he had seen in India.
When Siddhant returned to India in 2016, he was “horrified” to see the way meat was procured, stored, and sold in the country.
The lack of hygiene and safety standards in meat products led him to the quest for proving quality meat in India.
Speaking about the inconsistencies, Siddhant says,
“The guiding principle in the meat industry is temperature control. There was no concept of that in India, with 90% of the meat sourced from wet markets and mandis. Supermarkets had less focus on meats as a category, and I wasn’t getting the range I was looking for.”
So, to fix this gap and provide Indians with quality meat products, Siddhant founded Meatigo.
USP Of Meatigo
Positioning itself as a one-stop destination to cater to every kind of meat lover in India, Meatigo offers 150+ products.
These products include meats (chicken, mutton, pork, buff), cold cuts, fish and seafood, bacon, sausages, spreads, processed cheese, momos, burger patties, ready-to-cook marinades, and heat-and-serve-kebabs.
Operating on an online-only direct-to-consumer (D2C) model, Meatigo delivers its products in chilled condition within 120 minutes of ordering.
The best part of the startup is that it controls the entire farm-to-fork supply chain by itself.
Starting with procuring from poultry farmers and licensed meat vendors, Meatigo processes the meat in state-of-the-art units.
With cold storage facility and 25+ distribution hubs across cities, the startup sends the products, with vacuum-sealed packaging, for last-mile delivery in refrigerated vans.
Meatigo follows a customer-centric approach, and the startup launches four to five new products every month, and hive off products that don’t sell.
Some of the new offerings of the startup include Cranberry Rum Pork Chops (best-selling in the season), Whole Turkey, Asian Chicken Mince, Italian Pizza Chicken Meatballs, and more.
Meatigo doesn’t sell its products at supermarkets or online grocery stores, but the startup has delivery tie-ups with food aggregators like Swiggy, Zomato, and Dunzo.
As per the founder, 95% of its orders come through its own app and website, and the startup has no plans of entering the HoReCa segment (hotels, restaurants, cafes) at least for the next one or two years.
Present Situation Of Meatigo
Started operations in 2017 out of Gurgaon, Meatigo now operates in Delhi-NCR, Bengaluru, Hyderabad, Mumbai, Pune, and Kolkata.
In just three years, Meatigo’s customer base has grown to 150,000 customers with an impressive 85% repeat rate.
Last year (2020), the platform clocked monthly order volumes of 40,000 to 50,000, a 2x growth in order volumes from the year before.
As per the founder, while the average order value stood at Rs 1,000-1,200, revenues have grown 3X over the last financial year.
Future Plans Of Meatigo
Currently bootstrapped, Meatigo is looking to raise its first round of external funding in 2021.
With hopes of turning profitable by the end of FY21 and hit a Rs 100-crore turnover by FY22, Meatigo is about to launch its operations in Chennai.
Meatigo also plans to enter ‘any other city where there is a demand for quality meat’, as the startup believes on-demand meat delivery platforms have barely scratched the surface of India’s meat delivery market.