ELIXIIR FOODS raises $9 million to build a destination-led, technology-driven grocery platform for urban India

Headquartered in NCR, Elixiir Foods has raised a $9 million seed round led by 3one4 Capital with participation from Incubate Fund Asia to build an omnichannel, technology-driven food platform focused on becoming the most trusted source for fresh, wholesome (organic, natural, pesticide- and antibiotic-free, minimally processed) and gourmet food.  The platform spans categories such as Fresh Produce, Dairy, Meat, Poultry, Seafood, and daily essentials, including Flours, Rice, Spices, Ancient Grains, Condiments, Snacks, Beverages, Ready-to-Eat, and Frozen Foods.

Founded by Arvind Mediratta and Ambuj Narayan, the format integrates farm-led sourcing, a high-trust private label engine, supported by a centralized wholesale and supply platform that enables efficient sourcing, distribution, and replenishment across multiple demand channels. Positioned as “affordable premium,” Elixiir Foods delivers five-star quality at compelling prices, designed specifically for dense urban micro-markets, through flexible, partner-enabled, and platform-led distribution models.

The launch comes at a structural turning point for Indian consumption. As India’s GDP per capita crosses the $2,500 inflection point, a critical mass of over 150 million urban consumers is shifting away from low-priced, basic staples towards higher-quality, healthier foods. Elixiir Foods is focused on offering clean, healthy, and high-quality products designed for such behaviour change in urban markets.

Arvind Mediratta, Founder and CEO of Elixiir Foods, said, “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. We also recognize 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.”

Arvind Mediratta is a 34-year veteran of FMCG and retail, having held senior leadership roles at global blue-chip companies including Walmart, Metro AG, Procter & Gamble, and Yum! Brands, and Marico. His experience spans both emerging markets such as India, China, and ASEAN, as well as developed markets including the US, Australia, and Singapore. Whereas Ambuj Narayan, Co-Founder and COO of Elixiir Foods, brings over 25 years of depth in retail strategy and operations. Previously the CEO of Taneira at Titan Company, he has also held leadership roles at Walmart and Metro. He has a proven track record of building brands and scaling multi-store networks across food, apparel, and consumer categories.

Together, the founding team represents one of the most experienced operating leadership teams in the Indian grocery sector, having collectively managed some of the largest food and grocery businesses in the country.

Anand Batra, Investments Team at 3one4 Capital, commented, "The most scalable and resilient customer platforms emerge when format innovation and operational discipline are integrated from the very start. Our work with Elixiir Foods began at the concept stage, rooted in the structural shift of urban India toward high-trust, destination-led consumption. Arvind and Ambuj bring a rare calibre of operating depth to this mission. Elixiir reflects a first-principles approach, utilizing a tech-enabled wholesale foundation, to building a business designed for long-term growth."

Nao Murakami, Founder & Partner at Incubate Fund Asia, added, “Globally, we have seen category-defining food & grocery store chains emerge when consumer tastes shift toward quality, trust and differentiation. In such a shift, people start consuming “stories” behind the products and it demands a very different type of retail stores - like how Trader Joe’s emerged in the 1960's-1970's in the US. We believe that India is at this inflection point today, and this is a massive opportunity. Combined with Arvind and Ambuj’s deep operating experience, this positions the company to build a scalable, high-trust grocery store chain for urban India. We are excited to be part of this journey as Elixiir moves from vision to execution.”

The capital raised will be used to launch Elixiir Foods’ initial presence, strengthen its tech-enabled fresh sourcing and private label supply chains, expand its wholesale and distribution backbone, and build the technology foundation required for a density-led city rollout.