Grocery platform Elixiir Foods has secured $9 million in funding in a round led by 3one4 Capital, with participation from Incubate Fund Asia. With this investment, the NCR-based startup is accelerating its plans to build a technology-driven omnichannel grocery platform that focuses on fresh and gourmet food offerings.
Specifically, Elixiir Foods aims to offer a wide product range that includes dairy, meat, fresh produce, flours, rice, spices, beverages, ready-to-eat meals, and frozen foods, positioning itself as a comprehensive destination for premium grocery needs.
According to the company, Elixiir Foods will deploy the newly raised capital to launch its platform, strengthen its supply chain infrastructure, and build a robust technology foundation to support scalable operations.
Commenting on evolving consumer preferences, Arvind Mediratta, founder and chief executive of Elixiir Foods, said, “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.”
“We want to cater to the centre-of-the-plate consumption for middle-class and upper-income households. Our stores may even have roller mills for fresh atta, spices, coffee, and cold-pressed oils,” Mediratta added.
“Over time, we will expand to Bengaluru, Mumbai, Pune, Hyderabad, and other million-plus cities where we can build density with five to six stores,” he said, adding that the company will continue to raise capital as it scales. The omnichannel neighbourhood store spanning across 3,000 sq ft will also house a central kitchen, bakery, and café, along with a digital layer promising 1–2 hour deliveries.
Founded by Arvind Mediratta and Ambuj Narayan, Elixiir Foods is deliberately positioning itself as an ‘affordable premium’ grocery brand, targeting consumers who seek quality, authenticity, and variety without paying luxury-level prices.
Elixiir Foods’ latest funding marks a significant step in its journey to reshape India’s evolving grocery landscape. As consumer demand shifts toward healthier and globally inspired food options, the company’s focus on technology, supply chain efficiency, and omnichannel distribution places it well to capture a growing segment of premium-seeking yet value-conscious shoppers.
