Omnichannel grocery startup Elixiir Foods has secured $9 million in a seed funding round, led by 3one4 Capital, with participation from Incubate Fund Asia. The fresh capital will support the company’s entry into operations and help lay the foundation for its city-level expansion strategy.
Founded by Arvind Mediratta and Ambuj Narayan, Elixiir Foods is building an integrated grocery platform that combines farm-led sourcing, a private label strategy, and a centralised wholesale and supply chain infrastructure. The startup aims to create a seamless omnichannel experience across both online and offline distribution.
The newly raised funds will be deployed to launch initial operations, strengthen sourcing networks and private label supply chains, expand wholesale and distribution capabilities, and build a robust technology stack to support scalable growth.
Elixiir Foods is focused on essential grocery categories including fresh produce, dairy, meat, poultry, seafood, and daily essentials. In addition, the company plans to expand into packaged staples such as flours, rice, spices, grains, condiments, snacks, beverages, ready-to-eat meals, and frozen foods.
The startup enters a competitive market, going up against established players such as BigBasket, Blinkit, Spencer’s Retail, Nature’s Basket, and DMart Ready, all of which operate across online and offline grocery channels.
With its integrated sourcing and private label approach, Elixiir Foods is positioning itself to optimise margins while ensuring supply chain efficiency and quality control—key differentiators in India’s evolving grocery retail landscape.
-By Shivani Solanki
