Mitra, an FMCG brand, is joining forces with Tierra Agrotech with Bestvantage Investments as the lead investor in the deal. It looks like Mitra wants to control everything from start to finish and get ready for an IPO. By teaming up, they’re mixing Mitra’s D2C game with Tierra Agrotech’s skills in seeds, growing crops, and processing. This should really boost their growth in the Indian D2C scene.
This deal means Mitra will be one of the few D2C brands in India that watches over the whole shebang – from seeds to flour. This gives them total control over quality and costs. They’re also rearranging shares so everyone’s on the same page as they grow their D2C biz in India.
They’re thinking the merged company will rake in about ₹400 crore by FY27. This is because of bigger scale, a better financial setup, and teamwork. Profits should improve since they won’t have to lean on outside suppliers. This keeps margins steady and makes their supply chain stronger.
They’re prepping for an IPO of ₹787 crore by the end of the year. This is big news for D2C IPOs. The money will help them spread out, build up capacity, and get their name out there through D2C channels, stores, and quick commerce platforms.
Right now, they’re working on combining operations and fixing up the finances. They’re waiting for approval from SEBI and NCLT. They expect everything to be done by the third quarter of FY26–27. After that, they’ll run as one D2C FMCG platform.
Abhishek Kaushik, the founder of Mitra, will be the big boss as Promoter and Managing Director. He wants to grow fast while keeping things real, being open about the supply chain, and keeping the quality consistent. These are things Indian consumers care about more and more.
Industry folks are saying this merger shows how D2C brands are changing. They’re now focusing on controlling where stuff comes from, how it’s made, and how it’s distributed. If you’re in food, controlling the whole process is super important for improving profits and building trust.
The Mitra–Tierra thing also shows investors are digging integrated D2C models. As interest in D2C rises, companies with good economics and supply chain ideas are more likely to get money and grow.
As the Indian D2C world grows up, this deal puts Mitra in a group of Indian D2C companies that mix farming, making stuff, and branding. They’re setting themselves up for growth and leadership in the market.
