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Elixiir Foods has secured $9 Mn (about ₹xx Cr) in its seed funding round led by 3one4 Capital, with participation from Incubate Fund Asia.
The ready-to-eat food and grocery platform will utilise the funds for its initial launch, build its tech and supply chain infrastructure, support a centralised wholesale backbone and enable city rollouts, starting with Delhi NCR.
Elixiir Foods intends to deliver “affordable premium” products to urban Indian consumers, specifically in dense urban micro-markets that it will cater to through delivery partners and platform-led distribution.
The platform will offer products such as fresh produce, dairy, meat, poultry, seafood, along with daily essentials like flours, rice, spices, grains, condiments, snacks, beverages, ready-to-eat, and
frozen foods. It will offer fresh and organic products, with a specific focus on gourmet ingredients from around the world.
Launched today, the startup was founded in xxx by industry veterans Arvind Mediratta and Ambuj Narayan. It is integrating farm-led sourcing and private label brands, leveraging its tech-enabled platform to manage the supply chain, including sourcing, distribution, and replenishment across multiple demand channels.
Mediratta has spent 34 years in the FMCG and retail industry, having held senior roles at companies like Walmart, Metro AG, Procter & Gamble, Yum! Brands, and Marico. Narayan brings over 25 years of experience in retail strategy and operations. He was previously the CEO of Taneira at Titan Company and also held leadership roles at Walmart and Metro.
With rising GDP, per capita income and urbanisation, consumers in Indian cities are becoming health and brand conscious. While mass grocery delivery platforms like Blinkit, Instamart and Zepto have garnered much of the spotlight in the foodtech sector, riding this wave alongside are a host of D2C brands and emerging startups that are offering private label products and addressing the lack of product diversification and demand for healthier alternatives.
For instance, FirstClub entered the grocery market last year to provide premium products. Earlier this week, meat delivery platform ZappFresh announced that it is entering the frozen vegetarian snacks category in a bid to expand as a destination for ready-to-eat products. Other big names in this category include Licious, Country Delight, Slurrp Farm, iD Fresh Food, Epigamia, among others.
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