JIIF invests Rs 26.5 crore in Atomic Capital's Rs 350 crore consumer-focused VC fund

Members of the early-stage angel network JITO Incubation and Innovation Foundation (JIIF) have pledged Rs 26.5 crore toward Atomic Capital’s Rs 350 crore debut venture fund. The investment marks one of JIIF’s largest collective bets in the consumer-focused venture capital space and reflects mounting optimism around the country’s digitally savvy, non-metro buyers.

Atomic Capital, launched in 2024 and headquartered in Mumbai, is led by Apoorv Gautam. The firm positions itself as an “Operating VC,” offering not only capital but also strategic hands-on support in brand-building, growth marketing, supply chain management, and talent acquisition. The model is designed to help early-stage, purpose-led consumer startups mature into resilient, category-defining brands.

“This is a proud moment,” said Jeenendra Bhandari, Chairman of JIIF. “The investment aligns with our mission of backing startups that can shape the future of Indian consumption with purpose and scale.”

Atomic Capital’s first fund has attracted interest at a time when the consumer sector is undergoing rapid transformation. Tier II and III cities are emerging as growth engines for digitally enabled, direct-to-consumer (D2C) brands, driven by a mix of rising disposable incomes, aspirational demand, and improved last-mile delivery infrastructure.

“We’re delighted to have JIIF Angel members on board,” said Gautam in a statement. “Their support validates our belief in capital-efficient, collaborative growth to empower the next generation of Indian entrepreneurs.”

The investment also underscores JIIF’s expanding footprint in India’s early-stage startup ecosystem. In FY 2024–25 alone, the network deployed more than Rs 60 crore across over 20 startups spanning fintech, healthtech, logistics, artificial intelligence, and now, consumer.