Omnichannel grocery startup Elixiir Foods has secured $9 million in seed funding led by 3one4 Capital, with participation from Incubate Fund Asia. The investment will power the company’s entry into India’s fast growing fresh grocery and private label retail market.
Founded by Arvind Mediratta and Ambuj Narayan, Elixiir Foods is building a farm integrated, technology driven grocery platform that combines direct sourcing, private labels, and a centralised wholesale backbone. The startup aims to streamline fragmented supply chains while improving quality, traceability, and margins across the fresh food ecosystem.
Funding Use and Growth Strategy
The company plans to deploy the fresh capital to launch operations, strengthen sourcing networks, scale private label manufacturing, and expand wholesale and distribution infrastructure. It will also invest in building a robust technology stack to manage procurement, inventory optimisation, and city level expansion.
Unlike pure marketplace models, Elixiir is focusing on backend integration first establishing supply reliability and operational efficiency before aggressive consumer expansion.
Category Focus
Elixiir Foods will begin with high frequency fresh categories including fruits and vegetables, dairy, meat, poultry, seafood, and everyday grocery essentials. Over time, it plans to expand into staples and packaged foods such as rice, flours, spices, grains, condiments, snacks, beverages, ready-to-eat meals, and frozen products.
The private label-led approach is expected to enhance pricing control, brand differentiation, and long-term profitability.
Competitive Landscape
Elixiir enters a competitive grocery market featuring players like BigBasket, Blinkit, Spencer’s Retail, Nature’s Basket, and DMart Ready. However, its vertically integrated sourcing and wholesale first model positions it to compete on operational depth rather than discounts alone.
As India’s grocery sector accelerates toward organised and tech enabled formats, Elixiir Foods is positioning itself as a scalable, farm-to-consumer brand built on supply chain strength and private label growth.
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