Anmasa, a D2C grocery startup offering 90-minute delivery in Gurugram, raises $1.1 million

Anmasa, a direct-to-consumer grocery startup, has raised $1.1 million in a pre-seed funding round as it seeks to expand its footprint in India’s highly competitive staples market.

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The round was led by Snow Leopard Technology Ventures, Veltis Capital, Blume Ventures, and Indigram Lab, with additional participation from angel investors.

Founded in 2024 by Yatish Talvadia (former founder and CEO of Milkbasket) and Shailendra Upadhyay (founder of Veggie India), Anmasa focuses on freshly processed kitchen essentials such as cold-pressed flours, wood-pressed oils, spices, and dry fruits.

The startup operates on an omnichannel model that combines online convenience with in-store discovery. It runs an experiential store in Gurugram and offers 90-minute online deliveries. With the fresh capital, Anmasa plans to open 10 new outlets and microprocessing centers across Delhi-NCR by the end of the current quarter.

Talvadia said the company’s strategy centers on expanding distribution in staples and “restoring transparency in the food ecosystem through stores.” He added that most customers tend to order online after developing trust via in-store interactions, guiding the firm’s technology and retail strategy.

The funding comes amid a surge of investor interest in India’s D2C sector. A report by Statista noted that India is home to more than 800 direct-to-consumer brands, with an estimated market size of over $80 billion in 2024. Grocery, alongside beauty and fashion, remains among the most popular categories.

The branded staples market alone is valued at around ₹80,000 crore and is dominated by legacy players such as ITC’s Aashirvaad, AWL Agri Business’ Fortune, and Pillsbury. New entrants like Anmasa and Emami are competing to capture share in a category long fragmented by regional and unorganized brands.