For desktop producers Shan Kadavil was already a hero. In his role as Director and CEO of Zynga operating in India country, Kadavil was one of the architects of the very popular online social game, Farmville.
Today, Kadavil’s operations have moved from one ocean to another. Kadavil, as a co-founder of FreshtoHome, works with thousands of fishermen and other fish farmers and to bring fresh meat and chemical consumers.
FreshtoHome is an online marketplace for fresh fish and livestock that produces produce directly from farmers and provides customers (or sometimes lower) at the wet market rate (markets for live animals are markets that sell fresh meat , Fish and products).
By going directly to the source and removing farmers from intermediate benefits, Frestohome. It also helps sell the product at mass prices, which also benefits consumers.
The company was co-founded two years ago, in August 2015, by Kadavil and Matthew Joseph. “I’m a Malyalee and I like to eat fish three times a day,” Kadavil said with a laugh.
Never satisfied with product quality and hygiene in fish markets Bangalore, Kadavil became the first e-commerce company SeatoHome customer in India in fish and meat, which was launched by Joseph in 2012.
José had been in the fish export sector for 25 years and had seen steadily increasing domestic consumption. Assuring high quality, Joseph built a huge consumer base, but the company was not economically viable.
Here Kadavil saw an opportunity. “The size of the Indian fisheries market is $ 50 billion in production and sales, according to statistics released by the Indian Fisheries Department in 2014,” Kadavil said.
“Ninety-ten percent of it is domestic consumption, while ten percent is from exports, reversing the figures there about ten years.”
The obvious problems of traditional configuration include the number of intermediaries involved. “There are about 1,500 to 3,000 only South Indian ports, so it’s very fragmented,” Kadavil said.
“Once the fish leave the fisherman, it passes through at least four intermediaries – to the coast, to the point of transport to the wholesaler, who sells to the local retailer – before it is bought by the consumer. supply chain “.
This also affects hygiene. The supply chain of the fish is such that with adequate cold chain, bacterial contamination usually begins within 30 minutes. Traditionally, the supply chain after a four-day cycle in which all parties do not necessarily conform to scientific standards on food safety.
Plastic boxes are used, ammonia, toxic to humans, is added to ice to preserve the fish. The tests also revealed that other preservatives such as sodium benzoate and formalin are used to prevent fish from deteriorating, which is possibly carcinogenic to humans.
Experience of the Joseph years to deal directly with fishermen, under the strict quality standards of fish exports, as well as technical insight Kadavil gave them confidence that SeatoHome could be re-established in a model of financial success.