Mumbai | June 2025 — In a bold show of confidence in India’s evolving consumption story, investors from early-stage network JIIF (Jito Incubation and Innovation Foundation) have committed Rs 26.5 crore to the Rs 350 crore debut fund of Atomic Capital, a newly launched venture capital firm laser-focused on consumer-first brands.

This marks the largest collective investment by JIIF’s angel investors in the consumer VC space — a move that doesn’t just reflect conviction, but a deepening belief that the next wave of Indian entrepreneurship will be shaped by digital-first, purpose-led, and regionally resonant consumer brands.

“It’s a proud moment,” said Jeenendra Bhandari, Chairman of JIIF. “Our investors backing Atomic’s first fund aligns with our mission to empower founders building category-defining businesses. India’s consumer opportunity is massive — and Atomic’s approach is uniquely tuned to unlock that potential.”

But what exactly sets Atomic Capital apart?

Founded in 2024 by Apoorv Gautam, Atomic operates on an “Operating VC” model — blending capital with hands-on, in-the-trenches support across brand strategy, growth marketing, supply chain optimization, and CXO hiring. The firm wants to be more than a boardroom backer — it wants to be an ally on the ground.

This investment also speaks volumes about JIIF’s evolving risk appetite. In FY25 alone, its investor base deployed Rs 60 crore into 20+ startups spanning sectors from fintech and healthtech to AI and logistics. With a growing portfolio of over 150 startups, the network is rapidly emerging as a force multiplier for India’s innovation economy.

For Atomic, this funding pool is a launchpad — and for JIIF, it’s a bet not just on a fund, but on a new model of venture building in India’s consumption-driven future.