Delhi NCR-based Elixiir Foods has raised $9 million in a seed funding round from 3one4 Capital and Incubate Fund Asia.
The company will use the funds to start its operations, strengthen its tech-based fresh sourcing and private label supply chains, grow its wholesale and distribution network, and build the technology required to expand into more cities.
Founded by FMCG veterans Arvind Mediratta and Ambuj Narayan, Elixir Foods is building a technology-driven grocery platform for urban India, offering fresh produce, dairy, meat, seafood, and daily essentials positioned as “affordable premium.”
“India is no longer looking only for basics. It wants healthier food choices along with authentic gourmet cuisines: not just from different regions of India, but from around the world. Elixiir Foods is being built as a tech-native destination, positioned as the most trusted platform for fresh, healthy, and gourmet food products,” Mediratta said.
“We also recognise that Indian customers across all SECs are highly value-conscious, making pricing the X-factor right at the wholesale and distribution level as part of our customer proposition. This represents a massive opportunity, with the total addressable market easily exceeding $100 billion and continuing to grow,” he added.
Nao Murakami, founder & partner at Incubate Fund Asia, said, “Globally, category-defining grocery chains emerge when consumers shift towards quality, trust and differentiation. India is at that inflection point and this is a massive opportunity.”
Anand Batra, Investments Team at 3one4 Capital, said, “The most scalable and resilient customer platforms emerge when format innovation and operational discipline are integrated from the very start. Elixiir reflects a first-principles approach, utilizing a tech-enabled wholesale foundation, to building a business designed for long-term growth.”
The company says it is different because of its technology-driven sourcing model and private label approach, which help it maintain better control over supply and product quality.
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