Mathew Joseph is the Founder and Executive Chairman of FreshToHome, one of India’s leading online fresh fish and meat companies. After more than three decades in the seafood industry, he transformed a major business setback into an opportunity by pioneering online fresh food delivery. His vision of quality, transparency and technology has connected thousands of fishermen and farmers with millions of customers across India and the UAE. Today, FreshToHome stands as one of the country’s most trusted fresh food brands.
Key Facts
- Full Name: Mathew Joseph
- Position: Founder & Executive Chairman, FreshToHome
- Industry: E-commerce, Fresh Food & Seafood
- Education: Bachelor of Commerce (B.Com)
- Experience: Over 30 years in the seafood industry
- Founded SeaToHome: 2012
- Co-founded FreshToHome: 2015
Sometimes, the biggest businesses are born not from success, but from adversity.
After spending years building a successful seafood export business, Mathew Joseph watched everything change when the global financial crisis disrupted international markets. Instead of giving up, he began searching for a new opportunity closer to home.
He first considered opening retail fish shops. But another idea refused to leave his mind—what if fresh fish could be delivered directly to people’s homes through the internet?
In 2012, that sounded almost impossible. Few Indians trusted online shopping, let alone buying fresh fish online. Yet Mathew believed technology would eventually change consumer behaviour.
That belief led to the launch of SeaToHome, which later evolved into FreshToHome—today one of India’s leading online platforms for fresh fish and meat, connecting thousands of fishermen and farmers with millions of consumers across India and the UAE.
Learning the Business from the Ground Up
Mathew’s entrepreneurial journey was built on decades of practical experience rather than theory. A Bachelor of Commerce graduate, he spent 11 years as an Operations Manager in a public limited seafood exporting company before launching his own venture.
In 2000, he founded Atelier Exports, exporting fresh seafood to markets including the UAE, Saudi Arabia, Singapore, Taipei and Australia. Working closely with fishing communities and international buyers gave him deep insight into every stage of the seafood business—from procurement and quality control to exports and logistics.
However, the global financial crisis of 2008 severely affected export demand, bringing nearly a decade of work to a standstill.
Instead of giving up, Mathew began looking towards the Indian market. His initial idea was to open retail stores, but as internet usage slowly expanded, he realised online commerce could transform food retail in India.
A Bold Idea Before Its Time
In 2012, Mathew launched SeaToHome, India’s first online fresh fish marketplace and one of the world’s first companies to brand fresh fish.
At the time, convincing people to buy seafood online was perhaps his biggest challenge.
Very few consumers trusted online shopping, and many struggled to understand how fresh fish could be ordered through a website. Digital payments were still evolving, logistics for perishable products were complicated, and internet commerce itself was in its early stages.
Mathew nevertheless believed consumer behaviour would eventually change. He started the business with hope rather than certainty—and over time, that confidence proved right.
Although SeaToHome remained relatively small, it provided valuable lessons that would later shape a much bigger vision.
Building FreshToHome
The turning point came in 2015 when Mathew partnered with technology entrepreneur Shan Kadavil, former India Head of Zynga.
The partnership combined Mathew’s extensive knowledge of seafood sourcing with Shan’s expertise in technology, fundraising and business scalability. Together, they launched FreshToHome with a clear mission: delivering fresh, chemical-free fish and meat directly from producers to consumers.
The company eliminated multiple intermediaries by working directly with fishermen and farmers, creating a shorter, more transparent supply chain that benefited everyone involved.
Today, FreshToHome operates through 41 procurement centres across India. Fresh fish and meat are sourced directly from landing centres and farms before being transported to processing facilities.
Here, products are cleaned, cut and packed according to each customer’s requirements before moving to a network of 171 distribution hubs. Finally, delivery partners ensure products reach customers while maintaining freshness throughout the journey.
Behind every order lies a carefully managed cold-chain system designed to preserve quality from source to doorstep.
Building Trust Through Quality
Unlike many businesses that compete primarily on price, FreshToHome has always focused on quality.
Mathew openly acknowledges that one of the most common customer complaints is that FreshToHome products cost more than those available in traditional markets.
His response has always remained the same.
The company has never promised to be the cheapest. Instead, it promises freshness, traceability and food free from added chemical preservatives.
He believes customers recognise the difference after experiencing the product once. Many return because they value providing safer food for their families, even if it costs slightly more.
According to Mathew, growing awareness about food safety continues to strengthen this trust-based relationship with customers.
Growing Without Big Advertising
FreshToHome’s early growth came without expensive marketing campaigns.
The company initially launched operations in Delhi, Kochi, Thiruvananthapuram and Bengaluru, using Mathew’s existing industry relationships to build its supply network.
With very limited funds available, large advertising campaigns were simply impossible.
Instead, the company relied entirely on customer satisfaction.
People who appreciated the quality naturally recommended the service to friends and relatives, creating powerful word-of-mouth marketing.
Today, although FreshToHome spends significantly on marketing, Mathew still believes customer recommendations remain the company’s strongest advertisement.
Investing in Infrastructure
Running an online fresh food business requires much more than a website.
Maintaining uninterrupted cold-chain infrastructure is one of FreshToHome’s biggest operational challenges.
Fish must be stored consistently between 0°C and 4°C to preserve freshness naturally. Without proper refrigeration, many traders resort to chemical preservatives to extend shelf life.
Mathew believes improving India’s cold-storage infrastructure is essential for raising food safety standards across the industry.
Recognising the importance of reliability, FreshToHome has invested heavily in refrigeration systems, backup facilities and logistics to ensure product quality remains consistent even during operational disruptions.
Global Investors and Responsible Growth
FreshToHome’s innovative business model soon attracted international attention.
Over the years, the company secured investments from globally recognised investors, including Amazon, Google executive Rajan Anandan, Meta CFO David Wehner, Zynga founder Mark Pincus, Google Ventures’ David Krane, Abdul Aziz Al Ghurair and several international investment funds.
Rather than viewing investors purely as financial backers, Mathew believes they become long-term partners.
According to him, experienced investors study industries extensively before investing and contribute valuable strategic guidance alongside capital. Their objective is not simply to invest money but to help companies grow sustainably.
Despite rapid expansion, Mathew has remained cautious about entering every market immediately.
FreshToHome continues to study rural markets carefully before expanding, believing long-term sustainability is more important than rapid geographical growth.
Lessons in Entrepreneurship
Looking back, Mathew believes entrepreneurship has taught him one lesson above all else—risk is unavoidable.
He often says that business and risk are inseparable.
Success in one industry does not guarantee success in another, which is why aspiring entrepreneurs should choose fields they genuinely enjoy rather than simply following market trends.
According to him, passion is what allows entrepreneurs to continue even after repeated setbacks.
He also encourages young entrepreneurs to develop strong English communication skills, believing that anyone hoping to build a global business must be able to communicate confidently with international customers, investors and partners.
Recognition and Legacy
FreshToHome’s success has earned recognition from several prestigious organisations.
The company has received honours including the Economic Times Best Brands Award, the FICCI Special Startup Award, the Retailers Association of India’s Food Startup of the Year Award, and recognition under the Government of India’s Champions of Change initiative.
Yet for Mathew Joseph, success is measured by more than awards or investment rounds.
It is reflected in the trust millions of families place in FreshToHome, the opportunities created for thousands of fishermen and farmers, and the satisfaction of building a business that improves both livelihoods and food quality.
From exporting seafood to transforming the way Indians buy fresh food online, Mathew Joseph’s journey demonstrates that meaningful innovation begins with understanding real problems. His story is ultimately one of resilience, continuous learning and an unwavering belief that trust remains the strongest foundation for any successful business.
