Grocery platform Elixiir Foods raises $9 million in round led by 3one4 Capital

Grocery platform Elixiir Foods has raised $9 million in a funding round led by 3one4 Capital, with participation from Incubate Fund Asia.

The NCR-based company aims to build a tech-driven omnichannel platform for fresh and gourmet food, including dairy, meat, fresh produce, flours, rice, spices, beverages, ready-to-eat and frozen foods.

The capital raised will be used to launch the platform, invest in its supply chain and build its technology foundation, according to the company.


“India is no longer looking only for basics. It wants healthier food choices along with authentic gourmet cuisines: not just from different regions of India, but from around the world,” said Arvind Mediratta, founder and chief executive of Elixiir Foods.

Founded by Mediratta and Ambuj Narayan, Elixiir Foods is positioning itself as an ‘affordable premium’ brand for groceries.

Mediratta has over three decades of experience in the fast moving consumer goods (FMCG) and retail sector and has held senior leadership positions at companies such as Walmart, Metro AG, Procter & Gamble, Yum! Brands, and Marico. Narayan, who is the COO of the company, has over two decades of experience in the retail sector and previously was the CEO of Taneira at Titan Company.

"Our work with Elixiir Foods began at the concept stage, rooted in the structural shift of urban India toward high-trust, destination-led consumption,” said Anand Batra of 3one4 Capital, in a statement.

Commenting on the funding, Nao Murakami, founder and partner at Incubate Fund Asia, said, “Combined with Arvind’s and Ambuj’s deep operating experience, this positions the company to build a scalable, high-trust grocery store chain for urban India. We are excited to be part of this journey as Elixiir moves from vision to execution.”