Mathew Joseph: The Fishmonger Who Saw Tomorrow
Born near the serene Kaithapuzha lake in Kerala, Mathew Joseph’s early fascination with the fishermen’s way of life and the allure of a successful businessman’s black Ambassador car fueled his dreams. Little did he know that these childhood musings would shape his destiny.
Fast forward to today, and Mathew Joseph is the COO and Co-founder of FreshToHome, an innovative D2C meat brand. Under his leadership, FreshToHome became the first online fish marketplace in India and the world’s pioneer in online fresh fish markets, achieving a remarkable Rs.1,200 crore in revenue last year.
Joseph’s journey was a rollercoaster ride. He transitioned from a curious observer to an accountant in a seafood company, dedicating long hours to understand the intricacies of the fish processing business. His passion didn’t go unnoticed, and he rose through the ranks, building valuable relationships in harbors across India.
The turning point arrived when he sought to meet the legendary Dhirubhai Ambani for inspiration. Although he missed the chance to meet Ambani, Joseph’s entrepreneurial spirit was undeterred. He ventured into business, initially as a seafood supplier in Aroor, Kerala.
Faced with financial hardships, Joseph decided to launch his own seafood exporting company. His journey took him to Dubai in 1999, where he explored the market for fresh fish. Atelier Exports, his first business venture, took off, with orders pouring in from various countries, thanks to the quality of its products.
However, in 2008, the global recession hit, and the business landscape changed drastically. Clients reduced prices, payments were delayed, and Joseph found himself on the brink of bankruptcy.
It was during a fateful conversation with his wife, Lillamma Mathew, that Mathew Joseph’s fortune took a remarkable turn. Lillamma posed a simple question: had the recession affected the fishing harbors in India, and could they start a business there?
This conversation ignited a spark in Joseph. He realized that while fish prices at harbors were falling, the demand for the product was on the rise. This revelation laid the foundation for what would become FreshToHome, India’s pioneering D2C meat brand, and Mathew Joseph’s enduring legacy.
