In a major move to disrupt India’s high-trust grocery market, Elixiir Foods, a Delhi NCR-based startup, has raised $9 million in a seed funding round. The investment, announced on February 12, 2026, was led by 3one4 Capital, with significant participation from Incubate Fund Asia. Founded by seasoned FMCG veterans Arvind Mediratta and Ambuj Narayan, the platform aims to bridge the gap between basic staples and gourmet food choices for urban consumers.
Elixiir Foods is positioning itself as an “affordable premium” destination, targeting a total addressable market (TAM) that exceeds $100 billion. The platform focuses on high-trust, tech-native solutions for fresh, healthy, and gourmet products.
The initial product catalog will span several high-demand categories:
- Fresh Sourcing: Organic, pesticide-free, and antibiotic-free produce.
- Specialized Proteins: High-quality poultry, meat, and seafood.
- Daily Essentials: A private-label engine for flours, ancient grains, and condiments.
- Global Gourmet: Authentic cuisines and frozen foods from around the world.
The founding duo brings unparalleled expertise to the venture. Arvind Mediratta, CEO of Elixiir Foods, formerly led Metro Cash & Carry India and held senior roles at Walmart. Ambuj Narayan adds deep operational depth, having managed large-scale food businesses across the country.
“India is no longer looking only for basics; it wants healthier choices and authentic gourmet cuisines,” said Mediratta. “We recognize that pricing is the X-factor. We are building a wholesale and distribution backbone that ensures five-star quality remains accessible to value-conscious households.”
With the fresh infusion of $9 million, Elixiir Foods plans to:
- Strengthen Tech Infrastructure: Build a centralized wholesale platform for efficient distribution and replenishment.
- Expand Private Labels: Develop a high-trust supply chain for wholesome, minimally processed daily essentials.
- Launch Initial Presence: Execute a “density-led” rollout starting in the Delhi NCR region before expanding to other urban micro-markets.
Anand Batra of 3one4 Capital noted that the firm began working with the team at the concept stage, highlighting the structural shift in urban India toward destination-led consumption. As India’s GDP per capita crosses the $2,500 mark, Elixiir Foods is betting that the shift toward quality-driven grocery is a permanent structural change in the Indian economy.
Key Highlights:
- Capital Raised: Secured $9 million in a seed round led by 3one4 Capital and Incubate Fund Asia.
- The Vision: Building a tech-native, “affordable premium” grocery platform for fresh, healthy, and gourmet products.
- Founding Team: Led by FMCG veterans Arvind Mediratta (ex-Metro Cash & Carry) and Ambuj Narayan.
- Strategic Focus: Funds will be used for a density-led urban rollout, private label expansion, and strengthening farm-led supply chains.