Former Milkbasket cofounder and CEO Yatish Talvadia, along with Shailendra Upadhyay, has launched a new direct-to-consumer (D2C) grocery brand, Anmasa.
Upadhyay previously founded Veggie India, which was acquired by Milkbasket in 2019.
The startup, which became fully operational in late 2024, focuses on providing premium, fresh, and customizable grocery products, including whole wheat atta, wood-pressed oils, spices, and dry fruits.
Currently, Anmasa operates exclusively in Gurugram through an omnichannel model, featuring an experiential store where customers can witness the milling process before purchasing online or offline.
With over 80 SKUs, it stands out by offering freshly milled, cold-pressed atta, allowing customers to customize their flour mix with grains like millet and grams. The brand also promises 90-minute online delivery within Gurugram
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Talvadia’s inspiration for launching Anmasa stemmed from his own struggles with an autoimmune disease that required a gluten-free diet.
Realizing the lack of a single reliable brand for freshly ground flours, he saw an opportunity to fill the gap in the market.
Anmasa is raising $1 million in pre-seed funding to expand in Delhi NCR, with plans to open 10-12 experiential retail centers in 2025.
Prioritizing freshness, it avoids quick commerce platforms like Zepto and Blinkit, opting for direct sales.
Since launch, it has served over 2,000 customers and recorded 15% monthly revenue growth. Competing with brands like Zoff, Anveshan, and Jiwa, Anmasa aims to carve a niche in India’s $400B e-commerce market with fresh, customizable groceries.
