What do you do is less important than How you do that | Mathew Joseph
NV Paulose, Chairman, Global TV +91 98441 82044
അവർ ചിരിക്കുമ്പോൾ നമ്മൾ കരയും. അത് വലിയൊരു ആനന്ദ കരച്ചിൽ ആയിരിക്കും. പച്ചയായ മനുഷ്യർ. ഉയർച്ചയിലും വളർച്ചയിലും കുടുംബം താങ്ങും തണലുമാകുന്ന കഥകളാണ് അവർ പറയുന്നത്. ഇവിടെയാണ് സ്വർഗ്ഗം താണിറങ്ങി വരുന്നത്.
Mathew Joseph. The Visionary Who Transformed the Way India Eats
Mathew Joseph is the Chief Operating Officer of FreshToHome. He has more than thirty two years of experience in the seafood industry. His journey began in Kerala where he grew up watching the hard work of fishermen and the traditional ways of selling fresh fish. These early experiences shaped his passion for quality and honesty in food.
Mathew started his career as an accountant in a seafood company. He was curious about every part of the industry and spent extra hours learning how fish was handled and processed. Over time he built strong relationships with fishermen and learned how the supply chain worked. This knowledge later helped him become a pioneer in the fresh food business.
Life changed for Mathew during the global recession in 2008. His export business faced heavy losses. He lost almost everything he owned. This difficult phase pushed him to think in a new direction. His wife encouraged him to build something for the Indian market instead of focusing only on exports. This simple advice became the starting point of his new vision.
In 2012 Mathew launched SeaToHome. It was one of the first online platforms in India that delivered fresh fish directly from the coast to customers. The idea was ahead of its time. The platform worked well in the beginning. But due to limits in technology and infrastructure SeaToHome had to close after two years. This disappointment did not weaken Mathew’s spirit. Instead it gave him clarity about what needed to change.
In 2015 Mathew met Shan Kadavil. Shan was impressed by Mathew’s dedication and knowledge of the seafood market. They joined together and created FreshToHome. The new company focused on fresh fish meat and ready to cook products without any chemicals. Mathew built a strong network of fishermen across India. He removed middlemen and ensured fair prices for the fishermen and clean products for customers.
FreshToHome grew quickly under Mathew’s guidance. It created a transparent supply chain from the sea and the farms to the kitchen. The company brought modern technology into a traditional industry. Fishermen could now sell their catch directly through a simple digital system. Customers could trust the quality because every product went through strict checks for freshness and safety.
Today FreshToHome serves millions of customers in many cities in India and in the Gulf region. The company has a large team and delivers more than two million orders every month. It is respected for its ethical values and its strong support for small fishermen and farmers. Many awards and achievements have followed. But Mathew always says that the real reward is customer trust.
Mathew Joseph is not only a business leader. He is also a mentor who inspires young entrepreneurs. His story teaches that failure is not the end. It is often the beginning of something better. His life shows the power of resilience and honest effort.
At the Kerala Retail Summit his presence is truly special. His journey from a small coastal town to the top of the modern food industry is a message of hope. He proves that a simple idea with a sincere purpose can transform an entire industry. His work continues to change the way India eats and the way India thinks about quality and freshness.
