Pescafresh is launching the live commerce tech property - Pescalive - in the seafood and meats space. Founded in 2004, Pescafresh claimed to be India’s first direct-to-consumer seafood and meat brand that pioneered home delivery in temperature-controlled EPS boxes and functions on the farm-to-fork business model. The company has an established supply chain that sources the freshest seafood from over 40 landing centres and is credited with importing the first consignments of fresh chilled salmon from Norway, Scotland and Canada.

The brand owns the entire back-end supply chain, including stringent cold chain control, procurement, processing and storage, so that the products’ quality and freshness is maintained right from the initial stages to the time it reaches the customers.

Many customers believe that finding fresh, high-quality seafood online is full of obstacles, trepidation and misrepresentation. To put to rest such hesitancy, Pescalive promotes the ‘catch’ to ‘kitchen’ concept, showcasing fresh stock from shore to door. Pescalive, which has been developed by an in-house tech team, will showcase ‘fresh catch of the day’, taking customers in real time to the source. They can buy seafood on a first come, first serve basis in real time and can embark on a journey from fishing vessels to fresh farms, get to look at the processing centres, explore live cooking marathons, expert panel talks and influencer engagements among other activities.

Expressing his excitement on this launch, Sangram Sawant, founder, Pescafresh said, “At Pescafresh, we believe that transparency is the key and we are keen to pioneer and usher in a new era of eradicating opaqueness. With Pescalive, what you see is what you get. As a conscientious brand, we will use the technology in a responsible way with the core being transparency.”

Sharing the vision at Pescafresh, Kazhiyur, chief technology officer, Pescafresh explained, “To shape a new generation of internet commerce, Pescafresh has taken a leap in bringing in an interactive live buying experience. Informed decision making and what you see is what you get, form the underlying principles of this new technology launch, termed Pescalive. We are confident that Pescalive will change the way our customers experience the brand, as it will inform, entertain and empower them. Stay tuned, as it will only get better, richer and more engaging with delightful new experiences along the way.”

Pescafresh aims to expand geographically across 10 cities in the country in 2022, also plans to introduce an additional 100 products across the raw and RTE - RTC product line. The company which is currently present in Mumbai, will soon launch its operations in Pune, Delhi and Bengaluru.