FreshTerra, the new omnichannel food retail brand from Elixiir Foods, is entering India’s premium grocery market with a strategy focused on fresh food, private-label products, in-store experiences, and a digitally integrated retail model. Backed by $9 million in seed funding, the company plans to build a premium farm-to-store retail ecosystem beginning with Delhi-NCR.
Founded by Arvind Mediratta and Ambuj Narayan, Elixiir Foods secured the funding in February through a round led by 3one4 Capital, with participation from Incubate Fund Asia. The company is positioning FreshTerra to serve consumers seeking healthier, fresher, and premium food options while maintaining accessible pricing.
The first 4,000 sq. ft. FreshTerra store is set to open in Gurugram, with five stores planned by March. Looking ahead, the company aims to expand to 12–15 stores across Delhi-NCR by FY28, before entering cities including Bengaluru, Pune, and Hyderabad.
Unlike conventional supermarkets, FreshTerra will focus exclusively on food categories, offering farm-sourced fruits and vegetables, dairy, antibiotic- and chemical-free meat, poultry, seafood, certified organic staples, gourmet products, and an exclusive range of private-label products. The company has already developed nearly 1,000 private-label SKUs spanning staples, oils, spices, snacks, beverages, and condiments.
The stores will also feature live flour milling, cold-pressed oil extraction, fresh spice grinding, and dedicated in-house cafés serving chef-curated meals, artisanal coffee, and ready-to-eat dishes prepared using fresh ingredients available in-store.
FreshTerra is adopting an omnichannel model, where online orders will be fulfilled directly from stores rather than dark stores, with delivery windows ranging between 30 and 90 minutes. The company is also building its own digital platform, choosing not to rely on third-party marketplaces. According to the founders, the strategy combines the discovery and experience of physical retail with the convenience of digital ordering while improving long-term profitability.
Targeting households with annual incomes above ₹12 lakh, FreshTerra believes premium grocery retail will be driven by quality, freshness, and trust rather than ultra-fast delivery. Supported by a technology-driven supply chain, farm-to-store sourcing network, and a cluster-based expansion strategy, the company aims to build a differentiated omnichannel food retail brand for India’s growing premium consumer segment.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
