Newly launched omnichannel grocery startup Elixiir Foods has raised $9 million in a seed funding round led by 3one4 Capital, with Incubate Fund Asia also participating in the round.
The capital infusion will be used to kick-start Elixiir Foods’ operations, deepen its farm-led sourcing and private label capabilities, scale wholesale and distribution infrastructure, and develop a robust technology backbone to support city-by-city expansion.
Founded by Arvind Mediratta and Ambuj Narayan, Elixiir Foods is building an integrated grocery platform that combines direct sourcing from farms, a private label portfolio, and a centralized wholesale supply chain. The company aims to serve urban consumers with a wide assortment of fresh and daily-need food products through both physical and digital channels.
The platform will focus on core categories such as fresh fruits and vegetables, dairy, meat, poultry, seafood, and daily essentials, while also expanding into flours, rice, spices, grains, condiments, snacks, beverages, ready-to-eat meals, and frozen foods. Elixiir Foods positions itself as an “affordable premium” brand catering to quality-conscious households.
Elixiir Foods plans to operate an omnichannel model, blending neighborhood-format stores of around 3,000 sq ft, some featuring a central kitchen, bakery, and café with a digital layer offering 1-2 hour deliveries. Its integrated supply chain is designed to ensure freshness, consistency, and competitive pricing across channels.
The Bengaluru-based startup enters a competitive landscape that includes players such as BigBasket, Grofers, Spencer’s Retail, Nature’s Basket, and DMart Ready, which also operate across online and offline grocery retail.
Both founders bring deep experience in retail and FMCG, having previously worked with organizations including Walmart, Metro AG, P&G, and Titan Company. With the fresh funding, Elixiir Foods plans to begin its rollout with a focus on Delhi NCR, starting from Gurugram, before expanding to other urban markets.
