Premium D2C mithai brand Khoya is entering a new phase of growth after Atelier Expressions, the premium lifestyle platform of TVS VENU, signed an agreement to acquire a majority stake in the company. The acquisition, subject to customary closing conditions, is expected to be completed by the end of August 2026.
Founded in 2016 by Sid Mathur, Khoya has built a differentiated position in India’s premium food and gifting market by reimagining traditional Indian mithai for modern consumers. The brand offers handcrafted Indian sweets, chikki, savoury snacks, and curated gifting products through its D2C website and select retail outlets in Delhi.
The transaction marks an important milestone for Khoya as it looks to scale its presence across India while retaining its identity as a premium heritage-led consumer brand. Following the acquisition, Sid Mathur will continue to lead the business, retaining operational responsibility alongside the existing management team.
Khoya was created after Mathur collaborated with food historians and academicians to reinterpret India’s traditional sweets for a new generation of consumers. Before founding the brand, he worked with the Impresario Group, contributing to brands including Smoke House Deli and Social, while also establishing food consultancy Secret Ingredient.
Commenting on the partnership, Mathur said the collaboration with Atelier Expressions provides a significant opportunity to expand Khoya’s footprint across India, explore new collaborations, and accelerate long-term brand building with a partner that shares its commitment to quality and craftsmanship.
For Atelier Expressions, the acquisition aligns with its strategy of investing in premium, heritage-led businesses with long-term growth potential. Its portfolio already includes J.L. Coquet, Khadak, and Hedon, with Khoya becoming its latest addition in the premium lifestyle and luxury consumer space.
Executive Director Tara Venu said Khoya’s ability to modernize one of India’s oldest culinary traditions while preserving its authenticity made it an attractive investment. She added that the company looks forward to building on Khoya’s success while protecting the craftsmanship and character that define the brand.
The acquisition also reflects a broader trend within India’s D2C ecosystem, where premium food, gifting, and heritage brands are attracting strategic investors looking to build long-term consumer businesses. As consumers increasingly seek authentic, high-quality, and experience-driven products, Khoya appears well-positioned to expand beyond its current markets while staying rooted in Indian craftsmanship and culinary heritage.
Source: Based on reporting by ET Retail, with additional editorial adaptation and analysis.
