Omnichannel grocery startup Elixiir Foods raises $9 million from 3one4 Capital, Incubate Fund Asia

Delhi NCR-based omnichannel grocery startup Elixiir Foods has raised $9 million in a seed funding round led by 3one4 Capital, with participation from Incubate Fund Asia.

Founded by FMCG veterans Arvind Mediratta and Ambuj Narayan, Elixiir Foods is building a technology-driven grocery platform for urban India. The startup integrates farm-led sourcing with a private label model supported by a centralised wholesale and supply chain platform.

It is positioning itself as an “affordable premium” destination for fresh produce, dairy, meat, poultry, seafood and daily essentials. The platform also plans to offer flours, rice, spices, grains, condiments, snacks, beverages, ready-to-eat and frozen foods.

“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.

He added that the company recognises Indian consumers across all socio-economic categories are highly value-conscious, making pricing the X-factor at the wholesale and distribution level as part of its customer proposition.

“This represents a massive opportunity, with the total addressable market easily exceeding $100 billion and continuing to grow.”

The startup will use the funding to launch its initial operations, strengthen its tech-enabled fresh sourcing and private label supply chains, expand its wholesale and distribution backbone, and build the technology stack required for a density-led city rollout.

Anand Batra of 3one4 Capital said, “The most scalable and resilient customer platforms emerge when format innovation and operational discipline are integrated from the very start.” Nao Murakami of Incubate Fund Asia said, “We believe that India is at this inflection point today, and this is a massive opportunity.”